Part 1 – The future of PR
For any brand or business looking to grow reach and build a connection with new audiences, public relations needs to be a vital component of the marketing mix. It not only helps you reach people who are likely to be interested, but also in connecting with newer audiences.
PR can define your brand’s voice and get other people talking about what you have to offer. But despite all the advantages, PR has often found itself under scrutiny when it comes to measuring return on investment. Over the years, PR has evolved as a medium to embrace the digital.
Inbound PR, or, as many people are calling it, the future of PR, eliminates the only major drawback of public relations — measurement. Combining PR’s biggest strength (content) with its biggest challenge (measurement), inbound PR has made it possible to measure and prove the ROI of your public relations strategy. This puts it right where it needs to be, in the digitally-driven world. Digital media, the primary source for information consumption these days, is evolving faster than most brands can handle.
Customers are empowered by online information and they like to learn by themselves instead of being told what to do; they have their preferred channels and sources that they trust. This is where traditional channels of PR fail to make an impact. With inbound PR, everything is initiated by the customer. It attracts customers, unlike traditional PR which interrupts them.
Put simply, think about your own process of buying. You prefer to do your own research, comparing prices online and finding out what people you trust on social media have to say about a product. Nobody trusts salespeople or forced ads anymore. In the same fashion, marketers are switching to an inbound approach where instead of interrupting customers, they get their attention with relevant content, fostering more meaningful connections that last.
In the next part of my blog, I will elaborate more on where to begin after you have taken your first steps towards the future of PR.
Reem Masswadeh is Client Services Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me