Blog
May 2009 – Amy Bullard writes...
Exploiting social networks
With the increasing prominence of social networking and the reliance upon blogs, forums and podcasts, digital PR has exploded onto the PR scene, making it one of the most exciting changes to the industry in years. Most recently ‘twitter’ has become the latest phenomenon.
The question is how we, as communication specialists, can embrace digital PR as a new communications channel for our clients
Digital PR is much more than the dissemination of information through email and other forms of new technology. It has transformed the way in which we communicate with our publics. Today, we can access information 24/7 courtesy of websites, ‘tweets’ and blogs – and most importantly, we can comment on them too.
Using digital PR alongside more traditional methods of communication means that when a brand is in a ‘quiet’ period with no press announcements or product news, it is easy to keep in touch with an audience base through an informal stream of conversation. A simple ‘status update’ or short blog can quickly and easily highlight your brand.
It also means that it’s possible to target mass audiences whilst also controlling the message in a way which has never been possible before, unlike with traditional forms of media where editors determine the final outcome. At the same time you can instantly update or amend your copy, something which just isn’t possible with conventional print media.
As social media has grown, we as PR practitioners have embraced digital PR in order to optimise the coverage for our clients. As well as targeting traditional media channels, we are developing strategies and tactics for social media and helping our clients to monitor and evaluate this new sector.
The biggest impact of digital PR however, has been the instant ‘word of mouth’ media hype which can be created. The Susan Boyle story of Britain’s Got Talent has shown how a new form of social media (YouTube) can reach global audiences incredibly quickly thanks to the buzz of exchanges on blogs and forums.
As PR consultants we use this type of tactic for our clients across a range of sectors, be it consumer, technological or B2B, by adapting our PR skills and targeting the most high profile bloggers and websites alongside the traditional channels.
Social media is here to stay, and there are signs that it could potentially outgrow print media and other traditional channels of communication. With the ever increasing domination of the internet, it is vital that these new channels are exploited whenever opportunities exist as they have vast potential to reach your target audiences in a very powerful and cost-effective way.
