Over the last couple of years, the way the public consumes news and information has changed drastically. The emergence of new technology and smartphones means we can access a huge amount of data within seconds, putting large pressures on businesses to embrace the digital world.
The same goes for PR agencies – we too need to keep up with this constantly evolving sphere in order to help our clients achieve as much valuable visibility as possible.
So, what can we do to keep up?
Social media has never been so popular or accessible, so having a strong presence across multiple platforms is essential in boosting your company’s profile. This not only helps you to reach a larger audience, but it also allows you to engage in of the moment industry debates, to create an authoritative voice for your brand.
A website would appear to be one of the most obvious digital tools a business should have, but it is so easy to fall behind when it comes to creating one with real value. There are a huge number of company websites across the internet, so your site content needs to be high quality and engaging to stand out from the crowd.
Not only does having a well-presented website benefit your business, but a blog is also another brilliant way to showcase exactly what it is you do, present a stance within your industry and highlight your personality. Creating one takes time and effort, but having up-to-date content emphasises that you’re an active brand with lots going on.
You don’t have to physically pick up a newspaper to be informed of the latest events anymore, due to more and more subscriptions moving online. So whilst securing traditional coverage for a business story is always exciting, there is a greater appetite for more shareable online coverage – you can access the internet from wherever you are, and your devices now allow you to setup notifications to update you on the most recent news.
Using meaningful and well-placed links throughout your content will further help to boost your SEO ranking, which will in turn increase the number of visitors to your website. This is sometimes difficult as editors will often strip out links in a press release, but if just one or two publications include them, it can really improve your engagement. Where you are positioned on a search engine will have a large impact on how visible you are in the online sphere.
Ultimately, the function of PR – whether it is digital or offline – is to generate third-party media interest, and online technology, such as social media and apps, can be powerful PR assets.
When done well, these simple steps can create results and convert into meaningful business metrics.