by: Finella Kristle Panlilio
Thursday, August 28, 2014 |
Ever since Twitter took off in 2007-2008, the PR industry - with its traditional cold calls and media coverage - had to shift objectives and adapt to the fast-changing market and technology. And because of the great impact of content marketing, the role of PR has become even more vital to brands.
We should all know by now that PR isn't just about earning media coverage. It’s also about finding the right audience and building and maintaining meaningful relationships with them.
To accomplish these objectives, PR professionals deliver content to a specific audience. They don’t simply send press releases into the online void; they send them to news outlets with an interest in the product or service. They don’t advertise to everyone, either. Instead, they promote their brand to the right audience - those who care about it.
Here are three content marketing optimization tips, as listed on PRWeb:
This includes news outlets, bloggers and journalists, and target audience. Create a detailed profile of each. Researching one channel can feed another; for example, knowing where your target audience spends time also helps you identify outlets to pitch.
What’s the preferred channel of your target audience to receive content? The media likes to receive information in a different manner than potential customers do. While journalists prefer to receive pitches via email or on Twitter, potential customers only want to see emails and tweets they've opted to receive.
Maintain your relationships. News outlets, bloggers, and reporters - they all come and go, and the audience doesn't suddenly disappear, but that doesn't mean you should neglect them. Create content that’s tailored to your target audience personas to increase engagement and awareness.
Keep in mind that PR success does not happen overnight. It’s a repetitive process of creating content and optimizing it for the right audience at the right time and place.