In today's connected digital world, PR isn't just about the press release; it's about connecting with customers.
With today's cost-constrained budgets, PR can be an important strategic component of a marketing mix. Extending beyond the press release, PR encompasses a wide range of communication and customer-engagement tactics. It can cost-effectively help build a brand, drive traffic, appeal to new customer segments, attract new investors, increase revenues, and accomplish other marketing objectives. To achieve this, a PR strategy must be more creative and be integrated into your total marketing plan.
To fully leverage the benefits of online PR:
Analyze PR Efforts
From an analytics perspective, PR doesn't always yield predictable or quantifiable results. A story's timing and placement is beyond your control. If PR is well integrated with your other marketing initiatives, its impact may be even more difficult to isolate. But you can assess the impact it has on achieving marketing goals over time. Here are some metrics you should look at:
In a connected, digital world, PR isn't just about the press release; it's about connecting with customers. PR is an integral part of a multichannel marketing program. At its best, PR is the communications, media-focused component of a broader marketing campaign. With well-thought-out goals, a good understanding of your target markets, enabling technology, and a cleaver, relevant hook, PR can be one of the most cost-effective tools for spreading the word.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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