Eight Features of Interactive PR
The growth of public relations online affects public relations practicioners and their clients. Defined as “unpaid publicity,” public relations is differentiated from advertising, and in the online arena, it should avoid Internet ads and programs such as Adwords as outside its area of expertise. However, many online activities provide free publicity and can properly be addressed by a public relations agency.
1) Email marketing using Constant Contact or Mail Chimp
These programs provide a customized template for consistency and can be used to increase traffic to your client’s site. Article teasers with a link, “click here to read more,” provide the most effective format to increase traffic. Email newsletters also keep you in the game by reminding recipients you are still around and very much in business.
2) Corporate blogs with short entries and a common theme
Blogs can be used to provide ideas or opinions from your client; the most productive format consists of 200-300 words posted at least once a week. Original material edited by a PR professional will improve your search engine ranking.
3) Website development to show a dynamic site
Html is simple to learn, or you can use a content management system such as WordPress. FTP programs will easily let you upload, download and edit pages at no cost. A changing website is always preferred in the Google algorithm to a static one.
4) Social media activity using posts or comments
The “sexiest” component of interactive PR, social media lets you interact with potential prospects either through your own posts or commenting on others. Social media has evolved beyond the big three: Facebook, LinkedIn and Twitter, and you need to find some way to stay up to date. Try Pinterest and Instagram to begin with.
5) SEO increases your visibility
SEO (search engine optimization) improves your organic ranking in many ways, primarily through increasing inbound links to your site. Understanding the difference between the push and pull models of public relations or inbound versus outbound marketing will impress your client and make him understand the unique aspects of online promotion.
6) Article marketing provides inbound links
By creating original content in your field, you become an accredited source and improve your reputation. You can also increase your inbound links and SEO by submitting the articles to content provision sites. Then, anyone using your material must provide your URL as the source, thus creating an inbound link. Article marketing has decreased in its impact as Google has discounted it somewhat as it is improving its algorithm.
7) Media room
You can encompass all the publicity you create for your client in a media room. Categories such as press releases, news coverage, email newsletters and bylined articles each contain a unique landing page with lists of each item and a link to the full documents . A media room will consistently grow as you garner more publicity for your client.
8) Integrated communications
Combine all the areas above, re-using content where appropriate, to create an integrated communications campaign with reinforcing messages. This will help you to maximize the benefits of a comprehensive public relations program.