If the PR sector intends to follow precisely in the marketing path, it is in for a rude shock. Marketers have had more than a decade to redefine their industry and have become experts in SEO, programmatic marketing, and social media. If PR professionals decide they need to mimic the behaviours and approach of digital marketers, they will sacrifice the high ground they occupy.
The role of marketing is a precursor to sales. It's about developing leads and conversions. PR professionals play a more strategic role, with longer-term benefits. PR professionals are in the business of information dissemination. This information can aid sales, but its primary purpose is to raise the tenor of conversations around a brand or organisation. Their role is complementary to marketing, but not the same.
The moment an ad is viewed, its benefit begins to diminish. The same isn't true for a story in the media. The public is often annoyed by ads. They don't feel the same way when a trusted media source, influencer or podcaster discusses a brand, product, or organisation. PR professionals have the power to engage with both traditional and new media in ways that marketers can only dream of.
'Yes', the latest research indicates a drop in the trust and engagement with traditional media sources; however, this research fails to tell the whole story. Firstly, most of the newsworthy content that's seen on socials and channels like Google and Apple news comes from traditional media sources. Additionally, while trust in the media around issues like politics and COVID 19 may have diminished, it's unclear if the same is true on most subjects covered by the media. Lastly, a journalist will always be more trusted than an advertising executive. One last thing, PR professionals now have access to highly trusted new media sources, such as influencers and podcasters.
Did you know that a story published online can take up to 2 weeks before it appears in searches? Imagine sending out a Press Release on a 2-week-old story. Immediacy is yet another advantage PR has over marketing. A press release can be sent now, and it can be in the media in minutes. That's a powerful advantage that newsrooms like Lookatmediaâ„¢ help PR professionals exploit.
I heard an interesting spin on a classic idiom. It went something like, 'The grass is always greener on the other side when you're standing in crap'. Crass as it may sound, many in the PR sector feel this is their current situation. They struggle to define their identities and purpose beyond Press Releases, launch events and crisis management. Inbound PR provides such an opportunity; however, PR professionals must build a home for their work. Advanced newsroom solutions are designed for this specific purpose. Lookatmediaâ„¢ offers an opportunity to capture the relationship management and immediacy of activity that define PR while adding layers of content that drive SEO, build new media relationships, and drive more diverse media coverage.
Lookatmediaâ„¢ offers the high ground where the PR sector can demonstrate value in ways marketing cannot.
