In the modern era, the Internet is an integral part of every individual`s life. A lot of things have changed in the Public Relations field in recent years. Due to digital marketing growth, traditional public relation has evolved into Online PR (public relations). The purpose of online public relation is to increase brand awareness, communication with customers, create content and conveying organization message to the customers through new mediums. In some ways, there is not a significant difference between traditional PR and online PR, since both of them aims to influence people by content creation through different platforms. The influence can be by an article on a website, magazine or newspaper. The only difference between online and traditional PR is in communication channels; the channels may change during the time, but the need for a desirable public relation (PR) is still the same. In traditional PR, mass mediums such as TV, newspaper and radio were the main channels, but in the digital marketing era, there are some new tools such as, social networks, messenger applications and websites which provided many information sources for the audience in order to evaluate and send their feedbacks.
It should be noted that public relation is different from advertising and based on the conducted surveys, the efficiency of public relation is 7 times more than advertising. Moreover, the return on investment (ROI) rate in public relation is higher than advertising.
Online public relation (PR) is a cost-effective way for:
– Creating a strong brand image
– Reaching to more audience
– Increasing brand awareness
– Increasing demand for the products
Online public relation (PR) focuses on building a relationship between the company and customers, creating a positive impression of the brand and hence, helps us to have communication with business partners and customers and pay attention to their needs through modern technologies. It also provides the opportunity to evaluate our company results and interactions. To shed light on this issue here is two examples of activities in online PR:
Reportage is a commercial or news which publishes on valid media platforms and aims to increase brand awareness. This news causes customers to trust easier because it was published on valid websites. The purpose of publishing news is to link the website and our contents through link building. Additionally, link building helps to guide our audience on how to search our contents in search engines. Apart from brand awareness and link building, reportage will optimize the results of search engines.
Buzz marketing is one of the viral marketing techniques which increases our target market motivation and satisfaction in order to share our business message voluntarily. Buzz marketing is driven by influencers who are eager to share our brand`s message and their experience with their family and friends
The purpose of online PR is to improve an organization reputation and increase its visibility among the target audience. Our brand should be recognizable for the audience. In other words, our customers will talk about our brand with their friends and family and hence, it helps us to boost website traffic, guide leads, attract new members and ultimately have loyal customers. There are a wide variety of digital methods such as websites and blogs but in order to attract more audience and make the content go viral, we need other social media channels. Furthermore, we can use different mediums simultaneously to convey our message. In online PR like traditional PR, content talks subtly about our brand and hence, our content should be clear and we should generate valuable content that influencers want to share. Additionally, we should avoid exaggeration because our goal is to convey a message which is different from advertising.
In the online PR we should determine our strategies; what is our target? who is our audience and what type of contents do they prefer to follow?
In conclusion, we should categorize our target audience based on the available platforms. It is impossible to use one single platform for different kinds of audience.
Besides the above activities, online public relation (PR) has an important role in presenting the right brand image to the audience, exclusively when they are confused with rumors. Moreover, online PR has the ability to create a positive impression of the brand through media platforms and strong communication.
Online public relation (PR) like Inbound marketing wants to convey the right message to the right audience. Business owners can guide unique leads to sales funnel through inbound marketing.
Macan digital marketing agency has sufficient knowledge of social media and due to powerful communication with celebrities and influencers can help you to be successful in online and offline public relations.