Harness Power of Digital for PR

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As the public relations industry constantly shifts to adapt to the changing marketing mix, it is imperative for organisations to demonstrate their capabilities through their own marketing efforts. To be both, the central anchor and mouthpiece of an agency’s positioning, a source of insight, ideas and provocation through opinion. And a context for the advice shared with clients. Potential clients might be dazzled by a digitally-driven communications strategy presented during the pitch process but if your website is just a glorified online shop window, you’re going to be hard pressed to win them over.
Today it’s hard enough for PR and marcomms people to define their work mandate. They might be launching a product, dealing with a crisis, strengthening media relations or developing comprehensive communications solutions and the list goes on and on. Activities are diverse but at the heart of all of this is one desire and aim: to engage people. To conceive an idea that has at its very core the impetus to reach out to a community and connect with them, to converse with them and socialise with them.
The PR business established its foothold in India around 1990s. That decade witnessed the establishment of small independent Public Relations firms in the wake of economic boom and growth of media houses. The next decade saw the industry expanding rapidly along with the entry of global PR firms. The business is undergoing a lot of activity in the current decade – mergers and acquisitions, new global entrants, more local boutique firms, rise of social media are all adding up to an intense competitive landscape along with opening up a whole new set of opportunities and challenges.
Today, the PR business is at an inflection point. The industry can no longer sustain and grow only on the basis of media relations and traditional PR strategies. PR has to reach out to the consumers of clients who are socially active, digitally connected and constantly updated with the latest happenings. Not only this, the industry is much more exposed to scrutiny and criticism courtesy social media. Hence, there is no way PR can turn its back at the digital world and work in silos.
With widespread recognition, limited understanding, controversies galore and influence of social media, there is a huge opportunity for the business to expand and consolidate. However, the lack of understanding of what PR people do or what PR is needs to be addressed for the greater good of the fraternity. And if there is mess up, it has to be PR. Every time a brand faces a crisis or controversy, the Corporate Communications department/PR firm has to bear the brunt of ill-informed audiences due to the mess created by mostly unrelated elements.
While the Public Relations business in India is expanding its horizon to include more capabilities like that of content, crisis communication, public affairs; digital media is a front-runner in this scenario. With the rise of social media, internet penetration, connected users, limited media opportunities; digital will lead the growth curve of the PR business.
However, creating online content that is clever, insightful and informative is a brilliant way to engage with audiences. But the country is still to see a perfect amalgamation of social, digital and PR.
Keeping that in mind here are six simple tips to improve your media relations:
1. Start with the relations bit
2. Know your media
3. Use your communications skills
4. Find an exclusive angle
5. Deliver, because excuses don't wash
6. Be ready to follow up

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