As a PR professional it is amazing to sit back and really philosophize how PR has changed. Technology – online sites and blogs - have almost destroyed the print publication. The recession has forced publications to lay-off amazing reporters and scale back overall. A security pundit was recently laid off from Cnet. I was literally shocked.
All these changes have forced PR professionals to change. The day of the “traditional one week media tour” is boarder line dead. And, unless you are Microsoft, Apple or the like….don’t think you will be able to command a press event.
So, what does a company do?
Thought leadership, thought leadership, thought leadership…
Provide value and interesting fodder to reporters and your audience in general. I personally believe that more like-minded companies also need to come together and provide value to their constituents together.
The importance of owning your content and owning your message is also critical, especially as it relates to a bigger Search Engine Optimization (SEO) strategy. When you own your content and write your content and you pepper in the right terminology – the company will only win.
BOCA Communications recommends to its entire client base to start every PR partnership with an SEO workshop and messaging exercise. We develop formal “messaging platforms” that we can leverage to drive all your content.
Step two is to uncover companies we can partner with to drive bigger picture trend stories. From partners and customers to companies in like-minded spaces, as a unified group providing thoughtful content, we all win.
BOCA is implementing the above partner strategy with one of our clients now…Not only is it thoughtful and creative, I must admit, I am personally having fun. Imagine that – fun in one’s job. What can I say, but I do like my job…
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