The
emergence and development of new media, require Public Relation Practitioners
to be equipped with knowledge know how skills on how to integrate with this
development in order to get the advantage of it for the success of their
organizations. Some
of the activities Public Relations Officer officer can do with new media are;
To
manage Online Audiences, Digital Media Relations and Public Reputations:
PR
professionals must now do more than media relations; we also need to handle
online audiences as well as digital media relations and manage our clients’
online public reputations. It used to be that clients relied on a PR agency to
find an intermediary (i.e., journalist) to get their stories out, but now that
“middleman” is not as necessary. It also used to be that our only job was to
manage what our clients said to the media. As clients have more ability to
write and say what they want online, PR professionals now need to help clients
develop, produce and publicize good multimedia content, such as videos,
podcasts and blogs to get as many impressions and as much engagement activity
as possible. We also need to ensure that what our clients write and say is
appropriate and on point with their personal and business brand's reputations
within the digital media space.
To
build Online Communities or Audiences:
Through
Google, Yahoo! and other search engines rank content based on its relevancy and
popularity. These search engines also judge that by how much is going on within
social media channels: sharing, liking and commenting on content that is placed
on social media channels (via media and blogger outreach). PR professionals
must now support clients to build deep online audiences for their content to be
shared. Media outreach now includes blogger and digital media professionals as
well as audience relations within social media networks including LinkedIn,
Twitter, Face book, Google+, and among others.
Enhance
Digital Visibility and Target Audience Reach:
Even
then, stories are not usually archived or that “findable” as the years go by.
Targeting a story in a smaller niche blog is likely to convert better and
provide a much greater reach, especially if it is optimized with the right
keywords and back links. Obviously, the best media coverage must land in both
mainstream and new media (remember media are media). Many stories that may
never have had a chance of being picked up or placed in the big mainstream
channels now have a chance “to be seen and read” because of new media.
Search
Engine and Social Media Network News Placement:
Most
of our news and information world now also takes place on the Internet – from
discovery and research to relationship- and business-building, Publicists are
now charged with getting our clients’ information and news on the Internet
alongside or not alongside traditional print and media channels like TV, radio
or print. This means we also must know how to work/understand search engine
optimization. The days of hiring a PR firm to write a news release and get you
in your favourite magazine are over. Spreading word of mouth via content,
social and targeted audiences is far more effective – and all of that is what
PR professionals must handle. News releases now also have to “be
found” online and be written a certain way. Press releases must be relevant and
interesting, and include natural links and keywords so the content can earn a
search engine’s vote of confidence.
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