January 2, 2013
Considering that 97 percent of consumers use online media to shop, it’s obvious that any PR campaign today has to understand and use the Internet effectively.
But does that mean the end of traditional forms of PR? Well, no it doesn’t.
Instead of competing, online and traditional PR should be melded together to create a comprehensive campaign that lends the maximum amount of exposure.
So why should you do this? Why not just stick to online PR? Well offline PR still has some great uses, and using both in tandem can really make an impact.
Even though the vast majority of us are online, offline avenues such as television, radio and newspaper still reach a substantial portion of people. By backing up the offline aspects that entice with a strong online campaign, you are showing consistency and strength; two factors which are very appealing.
An example could be the QR (Quick Response) code. It’s the perfect tool for combining the two methods.
A QR code can be issued with an offline PR. This PR interests the reader and the QR code gives them instant and easy access to the rest of the online campaign.
It’s something that takes little effort yet can be highly effective, considering that almost half of all Smartphone users will use their phones during an excursion such as shopping.
Timing is Everything
One of the prime functions of news is to inform the public as quickly as possible. With online PR, this can now be done. Newsworthy pieces of information can be instantly published, which sates the needs of the now.
However, the downside of this is that people have so much news, you can often find yours buried instantly under much more recent postings.
Combining online and offline means the instant PR is freely available for browsers, while the offline PR can slowly boil and be left simmering, waiting for readers to find it.
Of course, this isn’t always the case, but it’s better to have something and not need it than need something and not have it.
Of course, it’s a little pointless to have the same information repeated over and over again. It serves little purpose. This is where the balance of both online and offline comes into play.
Varying the amount of PR you use can create a well-rounded campaign that does not suffer from overexposure or underexposure.
For example, a printed PR release might be very short and concise. Now take into account that a web page can offer a more detailed report of the news. A little more detailed than the printed release but it also provides links to a variety of audio and visual resources that provide substantial background. This way, you are ensuring the information is well covered throughout the range of media without becoming too overpowering.
Through a judicious use of both forms of media, your PR campaign can be taken from something simple, to simply amazing.
Article by Craig Barnes. Written on behalf of PR Fire, the U.K.’s best online press release distribution service.