In the excitement and glory of online public relations, from corporate blogs to social media to email newsletters, good public relations firms will still lay a foundation using the elements of traditional public relations. Here are some steps to make sure they take:
1) Research a media list: PR professionals can still access print directories such as Bacon’s that give phone numbers of key contacts unavailable online. In addition to contact information, a media list should include essential facts such as circulation that will affect how you approach the pitching process. The number of trade journals in your clients’ fields are amazing, and Bacon’s lets you pick through the clutter.
2) Press releases: As the effectiveness of online distribution services such as PRWeb and PR Newswire wanes for search engine marketing, the use of press releases remains crucial for traditional public relations. Determining the most newsworthy topics for your client remains essential for outbound publicity, and your pitching targets can be based on the media list you researched above.
3) Tri-fold brochures: Creating a print pamphlet remains a critical first step in any public relations campaign. You can tell prospects to visit your website until you’re blue in the face, and you are never really sure if they will. Giving them a takeaway, something solid to put in their hands, ensures they will at least look at it before throwing it away.
There is no substitute for certain elements of a traditional public relations campaign. Make sure you don’t neglect them in the rush to improve your search engine ranking.