Reading Room
Online PR: When 'fluffy' met 'techie'
The digital revolution is transforming the role of PR in B2B marketing – long labelled by cynics as the 'fluffy' and unmeasurable part of the marketing mix. In this article we examine the role and potential of online PR techniques and look at how it is fast becoming a critical technique.
The PR industry has been much denigrated; characterised by endless quaffing of champagne, shameless schmoozing and 'spin-doctoring'. But the digital revolution is making the job of your average PR professional increasingly challenging – and it's a role which is far removed from this caricature.
In this new world of 'PR 2.0', those involved in the industry know that, by using even the most rudimentary of web analytics tools, it should be possible to track the success – or otherwise – of a digital campaign – certainly more than has ever been possible with traditional offline media. What's more, although stories still jostle for coverage and the prime position online, there are infinite possibilities on the worldwide web – and there's enough space for everyone to join the party.
Everything moves faster too, given that a story can be posted online within minutes. This is undoubtedly a blessing, but will make the life of most public relations professionals busier
New skills
Moreover, digital PR involves a different skill-set to that of traditional PR. “It's not about distributing press releases online.
Indeed, digital PR is a complex discipline that involves promoting a brand's message or 'voice' using a variety of online vehicles – such as social media and networking sites like LinkedIn or Xing; online versions of magazines or newspapers; special interest sites; widgets or viral elements. Alongside all of this, it's key to maintain a brand's position in the search rankings with the use of well-honed SEO strategies and by monitoring reputation online.
But, like offline PR, online PR is ultimately about sharing content and ideas. Business brands are able to become thought leaders by creating a blog. And this can open doors, since decision-makers in business want as much knowledge as possible.
Myers believes that social media for B2B brands can be particularly powerful, “because they've always been perceived as boring.”
A converged world
But one thing's for sure: digital PR and social media are not going away. There's still a place for traditional PR but it's very much alongside digital PR – which is likely to increase in importance as more and more publications move online.
Missing the digital boat
Many experts agree that – despite the obvious opportunities that have presented themselves online – both PR agencies and B2B marketers have generally been reluctant – or at best hesitant – when it comes to embracing the digital possibilities. This is due to nervousness and old-school thinking, they say.
Likewise, B2B brands need to ensure they have a noticeable presence online rather than lurk in the shadows. There are some easy wins to be had. If they don't take them, companies risk being left behind.
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