ADVERTISING & PR | SPONSOR ONLINE OR OFFLINE
PR – THE BIG DEBATE|PRG The big discussion in PR at the moment is about which direction to take. With more than 30 years’ experience delivering public relations campaigns for clients in the building services sector, both large and small, PRG Marketing Communications shares its insight on the important debate.
“Which is best, online or offline PR?” has been a recurring question in meetings with our clients and prospects in the last year, and there seems to be a general consensus that it should be an either/or scenario. Online PR is certainly shaking up traditional PR ways, but it shouldn’t be seen as a replacement; good old fashioned public relations remains a key aspect to crafting successful brands and businesses.
THE PERFECT MARRIAGE Print PR and online PR offer a
perfect marriage that every business should be seizing with both hands, embracing their different strengths and weaknesses in the form of fully integrated marketing campaigns. After all, by using both traditional and online PR channels, businesses have the opportunity to hugely widen their reach.
That doesn’t mean that online PR requires any less planning than more traditional communications and careful consideration needs to be applied to avoid overexposure. One way to achieve
this is to emphasise different aspects of a PR story depending on the target media. For example, keeping online communication brief and to the point with a more in-depth analysis (the story behind the story) taking the form of the printed word and the human element emphasised with broadcast channels. All three will ensure the message is comprehensively covered without confusing the reader and will have varying emotive effects depending on the message being conveyed.
IDENTIFYING YOUR
TARGET MEDIA Online or offline, a well written and optimised press release with a topical subject matter will always gather most interest. Once distributed online, a press release can travel far and wide, but with offline PR, identifying the right target media is crucial to make this happen. Search engine optimisation (SEO) ensures your target audience can find you and, in turn, offers valuable, quality links, not just from sites where the release is actively uploaded to but from other news sites carrying the
story along with bloggers and social media networks.
Offline journalists are now running their own blogs and the magazines they work for typically have a much stronger online presence. They will hunt for stories using Twitter and keenly use specific online communities to invite comments on an article they are writing.
TARGETED PR
COMMUNICATIONS PRG Marketing Communications has been helping businesses in the building services sector communicate their key messages through PR for more than 30 years. Through our understanding of building services, FM and the HVACR sector, we are able to identify and develop PR opportunities and manage successful marketing campaigns that drive enquiries and sales.
Whether in print or online, PR can serve as a lower-cost alternative to advertising and is more credible too. However, PR often works most effectively when used in conjunction with other marketing communications as part of a multi-faceted campaign, and as PRG is a full service marketing agency, we can advise you on the right mix for your message.
If you feel your company would benefit from PR and marketing support, call us on 01323 411044 or send us an email at
info@prgltd.co.uk.
www.prgltd.co.uk
16 | TOMORROW’S FM YEARBOOK
twitter.com/TomorrowsFM
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