Changing Times in Marketing and Public Relations

Public Relations “best practices” impacting the perception the public has of any organization or business continues to evolve at a rapid pace. It is critical for all companies to understand that their use of media, the media channels they choose to use, the relevance of their message(s), and whether or not they relate to their audience, has a significant impact on how you are viewed by your public.

For example, the strategy regarding the choice of which media to use now involves many more options than in years past, and includes evaluating your audience to determine the best way to get your message across to varying demographics. It’s knowing how to get the right message to the correct individuals at their preferred time, and in the proper medium, all with a reason for them to respond that is relevant to their needs and/or preferences.

Public Relations is no longer about communicating static messages to your client base, it now extends to tracking customer activity, understanding their buying habits, personal likes and dislikes, and delivering content in the way they want to see it, and where they want to view it. The public, it seems, has a limitless number of choices for viewing content, whether it is online, mobile, or print. Data driven, personalization that is specific to their individual interests is critical in these communication channels for your clients to feel appreciated.

Advertising using mass media (television, radio, news print) should no longer be perceived as a one-way line of communication. These promotions and advertisements should always include a web-based, micro-site response channel. A micro-site will keep your prospects focused on your message, allow you to track their interactions, and can then deliver them to your preferred online location at the time when their interest is at its peak.

In this world of DVR’s, commercial free satellite and online radio, email spam filters, and personal media preferences, it is easy for your messages to be blocked in any single channel. The use of multi-channel communications is imperative to work around these various levels of interference and reach the broadest audience possible.

Our staff continually follows the latest emerging technologies and how to employ the best practices to maximize their use. Contact us today; we can help you reach your audience in ways you never thought imaginable.

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