Thirty years ago, before the time of the internet, the roles of PR and marketing were separate and well defined. Back in the day, you would send out a press release to reporters, they would cover your material, and your boss would pat you on the back. Now your press release needs to have hyperlinks, anchored keywords, and good content. The blending of digital marketing and PR should be embraced, not resisted.
3 Reasons Digital Is Here To Stay
- Google Is a Powerhouse—Whether you like what Google has done with the internet or not, it’s not going anywhere. Over 4.2 billion worldwide searches happen every day on Google. The more quality sites that link to you, the better ranking Google gives your site.
- The Whitepages are Dead—When was the last time that you went and pulled out the Whitepages or Yellow Pages to order a pizza? PPC (pay-per-click) advertising allows you to actively target specific internet users. Bing, Google, Facebook and Twitter all offer ways to reach customers for a similar investment.
- Who’s talking about you?—Digital marketing specialists are great at monitoring who is talking about you, what they’re saying, and if it’s good or bad for your reputation. Finding the positive press and acquiring attribution links back to your site is crucial to raising your digital domain.
3 Reasons PR Is Here To Stay
- You Need the Right People Talking—PR is all about getting influential people to talk and say good things about you and your company. Key influencers and brand spokespeople can help sway a skeptical public towards your side.
- “Houston, we have a problem”—Your company will probably run into a crisis one day. How you manage that crisis can either make or break your reputation. Your PR team is, or at least should be, trained to handle a crisis.
- Community Relations—Whether your company donates shoes to Africa, creates a scholarship fund for underprivileged children, or donates time at a hospital, people want to help a good cause. PR helps you get your story out to the public.
3 Reasons Why They’re Great Together
- Content is King—Google doesn’t just want links to your site they want you to produce good content. For Google to rank you higher, you need to produce good content. For people to want to share your story or piece of content, it needs to be unique and compelling. You scratch my back I’ll scratch yours, right?
- Quality over Quantity—You can spend time trying to get a story placed in 50 mom-and-pop local newspapers, or you can aim to get it in the New York Times. If you get featured in the New York Times, all of the other local papers will be clamoring to do a follow-up story. If your story is in a newspaper, it’s also put on their website, and should include a link. Remember, it’s quality over quantity.
- Social Media Experts—Both PR and digital marketing are social media experts. PR uses social media it to build relationships, respond to criticism, and keep up on trends. Digital marketing uses it to reach new audiences, monitor brand mentions, and drive traffic to the website.
PR and digital marketing are both evolving in the digital world as we encounter new uncharted territory. Let’s remember what the Honorable Sheriff Woody from Toy Story said, “You’ve got a friend in me.”