The growth of online media has changed the face of media completely, especially traditional public relations. When it comes to PR, speed is king in today’s digital world. However, there are a few things PR professionals can do to merge traditional skills with the world of online media.
First is creating a press release or advisory for the online audience and it is simple enough to make it more interactive with links, photos and videos. There are even easy ways to present the latest news as a website all its own. By creating links as well as interactivity throughout, you can heighten the traditional release into a digital destination.
Another way to merge traditional PR with online media is host launch events online. Apple hosts a #AppleLive stream for company keynote announcements. Lately, it’s been monthly. Here is a link to the September 9 event introducing the iPhone 6 and iPhone 6 Plus http://www.apple.com/live/2014-sept-event/.
While your company might be on a much, much smaller scale than Apple, it is possible to host an online event through webcams, Google Hangouts and more. And remember, just because a company is colossal, doesn’t mean its #Fail proof. The iPhone 6 and iPhone 6 Plus #AppleLive was “a disaster” according to this Tech 2 article Fail: Why Apple’s live event stream was a disaster and the StreamingMediaBlog.com Inside Apple’s Live Event Stream Failure, And Why It Happened: It Wasn’t A Capacity Issue.
Finally, a key part of traditional PR is interacting with consumers and fans, getting their feedback, and inviting them to be involved with the company. Through Twitter parties, Facebook Q&A sessions and more, it’s now easier than ever to interact with supporters—and without having to wine and dine them. Allowing potential advocates’ access to your brand online is a great way to make them feel connected, no matter where they are.
By following these foundational concepts, you can combine traditional PR and online media to really amplify your brand and message.