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.
By Segesela Blandina
BAPRM 42663
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