Page 60 - PR COMMUNICATION AGE July - December 2020

Public Relations in the Digital

Age: What You Need to Know

T he Internet has transformed industry and you do not have a content Developing a content

PR. Social media has
publishing strategy, you are missing out
publishing strategy
on many of the opportunities PR can
expanded the channels used
to engage with new
content publishing strategy. It is a
simply as publishing text, videos or
audiences and build reputations. provide. This strategy can begin as The strategy we have just outlined is a
Related changes include the reduction images on a social media site like grassroots way to build PR from the
of print media - magazines and Instagram, Facebook and Twitter. ground up using digital media. Millions
newspapers - and the widespread of people and organizations are doing
availability of Internet content that Strategic content-building it, including your top competitors.
anyone can publish and access, Here is one example. You want to Unless you are an excellent writer, for
including: publish an op-ed piece in a daily it to work you need a professional
Y Blogs writer or copyeditor to ensure your
newspaper that reaches the
Y eBooks and eNewsletters constituency you aim to connect with. text is flawless.
Y LinkedIn articles You submit it but it isn't used. As an Such strategies can be used to build a
Y Social media alternative way to reach readers, you strong, effective image that
could publish the piece as an article on
Y Video differentiates you or your organization
your personal or organization's blog or from your peers. It can help you build
None of those platforms require you to website, or on a high-ranking public an audience, attract more clients or
hire a middleman or woman to blog platform like Medium. supporters and attain goals like
navigate them. Professional writers, becoming a public speaker or publishing
editors and digital content managers When it is live, you can share it with a book. Integrating content creation
often play a role, but many have your connections on LinkedIn, tweet it into your larger PR program will
succeeded without them. Strategically to your followers, publish it on enable you to meet your long-term
publishing content on one or more Facebook and email it with a personal
note to the journalists who cover the public relations goals in more
digital platforms is the fastest route to comprehensive and rewarding ways.
topic you are writing about. From
becoming a thought-leader (or First, it is helpful to understand what
someone that used to be called a there, it will almost assuredly reach an hasn't changed about PR.
"recognized authority"). The benefits audience. If it interests the journalists
you share it with, that may lead to
to your reputation and career can be
media coverage about your views or Strategic public relations:
huge.
activities. Equally important, Google the principals remain the
Content creation is the key to building will index it and help other people who
a well-established profile in the follow the topic find it online. That same
mainstream media. If you run an increases the likelihood that it will may The consolidation of print media has
organization, are pursuing be shared even more widely and found made it far more competitive to gain
philanthropic or fund-raising goals or by more journalists who cover that coverage in this sought-after space.
are a specialist in a particular area or topic. Monthly magazines now have fewer

60 PR COMMUNICATION AGE July - December 2020