The internet has made it extremely easy to reach out to a wide variety of audience within seconds. However, this has also meant that businesses have come to underestimate its power and influence it can have on their overall image.
Public relations (PR), in particular, is a field that has evolved drastically in the present digital era. A critical marketing element in terms of improving, maintaining and repairing a company’s image, public relations stands to be the most significant aspect of any company.
As such, our team of expert marketers understands how to harness the power of the internet in spreading out a positive image of your company and implanting a favorable perception in the minds of relevant stakeholders.
Using PR, not to Market but Educate
It is not uncommon to mix internet marketing with PR. Perhaps this is because both of these fields make use of similar techniques and avenues to be conducted. Nevertheless, there is still a huge difference between the two.
For one, internet marketing is primarily concerned with promoting your product or service in the market. On-site and Off-site SEO, Display Ads, PPC, etc. are all forms of internet marketing that are meant to increase viewer traffic and conversion rates.
PR, on the other hand, is mostly used to engage with a wide variety of stakeholders. Stakeholders, in turn, are those groups of people that have a vested interest in your business and can influence your operations in one way or the other.
As such, PR strategies vary significantly from those internet marketing. An effective PR strategy is not meant to boost sales but is rather directed toward educating the various stakeholders about the activities that a business is carrying out to serve their interests.
These interests can vary significantly in terms of their nature and how they are addressed. Usually, such interests are concerned with community level issues or global problems.
The objective of PR is to convince the relevant stakeholders that your business is taking the necessary steps in order to solve such issues. This not only improves your image in the community but also attracts quality financial and human capital.
PR strategies that complement your Marketing efforts
Although internet marketing is quite different from Public Relations, this does not imply that both of these aspects need to be carried out separately. Both PR and marketing strategies need to be complementary to each other.
This is because such an approach ensures a consistent image is maintained by all the stakeholder groups.
In effect, PR is being used to maintain good relations with stakeholder groups. These groups can also include your primary customers since they also have an interest in your business as they too can influence your operations.
Given that your clients also fall under the wider community that you operate in; it goes without saying that your PR strategies need to come up with the expectations of your customers.
Our team is strongly familiar with these concepts and have extensive experience in putting all of this in practice.
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