Inside Edge

Your Monthly Report on the Latest Internet Marketing Trends Web version

--------------------------------------------------------------------------------

• Public Relations and Social Media
• Reputation is a Result of Perception

Public Relations and Social Media
...combining powerful forces to boost credibility

An overview of Public Relations

Public Relations (PR) defined is the art or science of establishing and promoting a favorable relationship with the public. “Art” because it takes trained skills and finesse; “Science” because it requires a methodical, strategic and consistent plan of action that is proven to deliver success. Unlike advertising where publicity for a company or individual is paid for across select media, PR is unpaid publicity with an unmatched power to influence your target audience. Being a third-party endorsement of your business credentials, PR can have a huge impact on your brand reputation – but, it needs to be managed strategically.

Learn how to integrate Public Relations and Social Media by attending our webinar on July 27. Two sessions available.

>> REGISTER NOW
--------------------------------------------------------------------------------
Reputation is a Result of Perception
...hearing and seeing is believing

Image management or reputation management is really a case of managing perceptions. How your target audience (public) perceives your brand is what decides whether positive ties (relations) will emerge, grow and flourish. An airline may have a long-standing safety record with no major accidents in its history. And yet, bad food, discourteous service on board or even seemingly insignificant elements like poor sound quality of announcements can lead passengers to doubt the pilot’s skill or aircraft’s technical quality. Unreasonable perhaps, yet true; and not much anyone can do about it without good PR management!

Effective public relations, both offline, online and in combination with social media must follow a cyclical approach of:

Research - Make an informed choice of which PR and social media channels are best suited to get your message across. Different stakeholders for your organization will frequent varied media based on their needs, interests and solution seeking efforts. Thorough research can help you decide on critical factors like timing, reach and forum / platform for interaction.
Strategic Planning - This is the stage where you analyze your research to gauge audience motivations. Plan your PR messaging or work on an action plan of what to say, how to say it, when and where.
How can your business undertake meaningful PR and combine it with the far-reaching impact of social media? To find out more, read the WSI Whitepaper titled “PR on a Shoestring - Online PR and How to Use it with Traditional Marketing”

Skilful Implementation - Any good PR exercise leverages a positive voice. This could be a leading news publication writing an article about your company, your CEO (or official spokesperson) being interviewed on TV or radio, a YouTube video of a happy customer offering a testimonial while demonstrating the use of your product, bloggers expressing their satisfaction (excitement?) about your service, and so on. No matter which one or combination of many voices it is, PR doesn’t just happen; it needs to be supervised. Of course, you can get lucky and a great PR piece may come out of nowhere; but if you let it go nowhere after that, you’ve lost an opportunity!
WSI Consultants are trained and experienced in online PR and reputation management. Call now to set up a free, no obligation PR and social media consultation for your business.

Evaluation - You plan your PR strategy with specific goals and objectives in mind. So after each PR deliverable is complete, it makes sense to evaluate the effectiveness of your exercise in relationship building.
Measurement - How far does your PR campaign take you towards achieving overall brand reputation enhancement? Even if you didn’t spend money to garner PR and social media publicity, account for your valuable time and resources. Measuring ROI with criteria like media touch points and outreach of positive messages helps determine what’s working and what’s not.
Continuity - Sporadic or random PR exercises can only generate short-term and short lived publicity. Reputed brands are built on consistent and sustained PR initiatives.

Register now for WSI’s forthcoming Webinar on Online PR and Social Media. There are 2 sessions available.

>> CONTACT US
--------------------------------------------------------------------------------

Register for a FREE Webinar

PR and Social Media: PR on a Dime. There are 2 sessions available.

>> REGISTER NOW

WSI have been invaluable to my business. They have ensured we had our new website up and running on time to match our marketing campaign we were in the process of rolling out. I will be recommending their services most highly.

- Mark Hipperson, 2M Print Ltd.

>> GIVE FEEDBACK

Site of the Month

2m2u.co.uk create your ideas into living products that you can be proud of. They have a large range from Photobooks, Calendars and Photo Gifts. Making their products is simple and easy; there is no software to download so you can create from any Internet browser anywhere. All their products are UK produced with free home delivery.
www.2m2u.co.uk

This edition of your Inside Edge Newsletter is brought to you by WSI.

Copyright © 2010 WSI - We Simplify the Internet