Monday, 19 September 2016

What Should You Know About Public Relations

Public Relations is a very unknown profession. Although, it is very similar to advertising in its effect, yet Public Relations remain widely unknown. Public relations or PR is the art and the skill of persuading a third party which is generally the media to promote ones clients. For a common benefit of all, here I shall put a brief about a few things that you need to know about Public Relations.

PR majorly is an art where you are trying to convenience an audience, that you are something to be looked into. PR is all about storytelling, creating narratives that advance your marketing agenda. PR can be done via the traditional press or can even be done digitally using the Social Media and Blogs and apparently the one done via Traditional Means is much more effective and impactful.
Generally PR professionals do the following tasks:
  • Conceptualize an idea about something that would be news worthy.
  • Write and distribute Press Releases about positive events that the company is involved in.
  • Writing Speeches for different occasions.
  • Writing Pitch Notes that are sent to the journalists that help them get interested in the company.
  • Conceptualizing events for mass outreach.
  • Writing and blogging for the web.
  • Social Media Promotions and responding to any negativity around.
An important element of PR campaigns remains that earned credibility is the driving factor of PR rather than just making a few purchases of space in a daily local. In PR placements are not made by spending money, rather you need to persuade the journalists to cover your stories. Since a third party is endorsing your brand so the credibility resulting is much greater.

On the basis of costs, PR is much lower than Advertisement in its price. A single advertisement may cost the same as what PR activities would for a month. Companies can take the services of a PR agency on a retainer-ship model and pay them monthly and the costs would be very limited.

Finally, there are two ways of coming into the news; one by creating a story and the other by following a story. The most common type of  PR activity is that of  creating a story about an activity that takes place in your company like the launch of a new product, entering into a new market, a merger or something that would interest the public. The other way of getting into the news is by following a story, where some journalists will contact you for a quick expert quote and you respond in real time. This is done when there are stories to be written about an economic downturn, change in prices of commodities, political scandals, etc. Reporters usually contact their list of contacts that are supposed to have knowledge about these issues and take their quotes for the social or the print media.

Friday, 16 September 2016

What Public Relations Demands In 2016?

Before the advent of the internet and social media, Public Relations (PR) was restricted to press releases and coverage of a corporate news/event in the print media and on Television. Now in 2016, PR is more about branding and image building than just publicity and coverage in both traditional and digital media.
In less than two decades, scope, as well as the functions of PR has changed dramatically mainly because of social media and digital marketing. New tools have been added, outreach increased and its role has widened than ever before. Today, the new age PR becomes more brand-centric than the traditional news-centric PR. The need of blogs, e-mailers and infographics is as important as press releases or interviews in the modern format of PR. Here, a tweet of 140 characters can make a more powerful impact than a press release of 1400 words, if one is brilliant in following the trends and hashtags.
Dash Digital With The Traditional Media
The harmony of digital media with the traditional media is developing a powerful synergy. So, a consultant must design customized strategies and tools to meet the demands of PR vehicles. A large number of people in the world use Facebook, Twitter, and LinkedIn to keep themselves updated. And, in the present digital age, there are people who seldom read a newspaper or magazine and they follow only social media channels for a variety of purposes.
Create Content That Strikes The Media
Media don't entertain your client, media entertain the content you share with journalists if they find the content informative, newsworthy and interesting for the subscribers. content is an amazing tool to leverage a brand in the world of marketing and public relations. Because content is an amazing tool to leverage a brand in the world of marketing and public relations.
An excellent piece of writing with an eye-catching title or headline supported by complementary videos, images, and graphics can phenomenally amplify a coverage in the Wires, Print, Television and Social Media. Moreover, social media helps to build relationships with reporters and influencers, and many times journalists pick content from social media sites when they find something really interesting and informative.
Never Ignore The Target Audience
Finally, it is your target audience which pays you off for your efforts. Media can only connect the marketer with the prospective customers, media just deliver your message, it is the acceptance of your potential customers which positions you among the successful brands. Therefore, your message should be very clear yet creative enough to gain their attention. Besides, you should let them think that how valuable you are to them and how different you are from the other brands.

Sunday, 11 September 2016

Why Social Media Marketing?

To some marketers, Social Media Marketing is just a buzzword with no significant meaning. But there are those out there, who after noticing the benefits of SMM clearly suggest it to be one of the most important tools in the current day marketing. Although, many pundits suggest that this craze for Social Media Marketing would die out soon, but till that happens, marketers are spending nights thinking of how to make their Social Media appeal more powerful.

As per Hubspot, 92% of marketers out there thought that Social Media Marketing was important and 80% of them said that Social Media was able to increase the website clicks by 80%. Although, these statistics suggest an obvious potential in using Social Media as a marketing tool, but many marketers do not completely understand its benefits. Some very well-known but neglected benefits are compiled below:

1.     Inbound Traffic: With no use of social media, your inbound traffic is restricted to people who already know you or your brand and unless you are Apple or Adidas, not many would be familiar with you. Every media profile and each post that you make with a link to your company website may lead to 100’s of new visitors to your website. Not only will it be a mere increase in traffic, but it can lead to a massive increase in customers through lead generation. Digital Marketing 

2.     Marketing Costs: As per HubSpot, 84% marketers discovered that working for 6 hours per week on gives a significant increase in the traffic to your website. Advertisement options on Twitter and Facebook are also cheap, so you would always be within your budget.

3.     Customer Insights: With increased interactions on Social Media, your knowledge of your customer’s tastes and perceptions gets bigger. This indeed helps you in targeting them better.

4.     Brand Loyalty: Although of very uncommon knowledge, yet Social Media does lead to an increased Brand Loyalty. According to a research done by Convince and Convert, around 53% of customers who follow a brand remain loyal to it. 

Hence, Social Media Marketing gives a lot of opportunities only if you know how to use this tool effectively.  

Monday, 5 September 2016

Preparing a winning PR Strategy

A good PR strategy is dependent on a good experience and trusted instincts of your PR professionals. So, is there a need of data in building results driven PR strategy? Well, of course data is vital in any PR pitch. PR as a function has often been criticized for the lack of measurable results that it is able to bring in and this is where the modern PR teams should focus. PR is all about delivering the right message, to the right audience at the right time. 

 Here are four steps to create a wining PR Strategy:

Research: Your PR strategy should begin with a lot of research. Research is the key to every future PR activity that you undertake. Research about the trends in the market and more specifically, knowing about the strategy of your competitor should be on the top of your list. You have to make sure that your messaging is targeted and is not just a replica of what other brands are saying. Using monitoring tools effectively will not only make you understand the general perception of your brands at both micro and macro levels, but also give all the information that you need before creating your next pitch note. Public Relations Agency

Have Clear Goals: Having no goals in out PR outreach is an awful state to be in. Many a times we pitch every news blog out there because our boss wants a Press Release every week. Pitching just for the sake of pitching reduces the meaning of all your PR centered communication. Having a clear vision in your PR outreach is what is going to bring benefit and so you need to understand your ultimate customer thoroughly. You need to figure out what kind of messages do you want him to read and what would be the result of these communications. Targeting these questions makes your PR strategy goal oriented and you would be well placed on the path of success.

Create a Pitch based on Research and Goals: Now that you have a good research to depend upon and a clear idea of your goals, the next step is to make your pitch in accordance to the research and the goals. Such pitch notes will be accepted as newsworthy by journalists and resonate well with your customers.

Target Specific Media: Finally, you need to target the journalists that would have an interest in the kind of message you wish to promote. You need to understand if the message or the pitch should be a mass broadcast or shall it be given to selective media outlets and what would be effects of each.  Based on the level of activity and its mass appeal, you should choose your target media cautiously. 

Wednesday, 31 August 2016

Why Should You Choose a Translation Agency?

A translation agency provides translation services. This term is often used interchangeably with translation company or localization agency. A translation agency provides translation services and manages translation projects for clients. Some translation agencies may also provide interpreters, multilingual desktop publishing (DTP) and other language related services such as website translation and software translation.


·Efficient Work: You don’t have to take long-term risks of hiring employees, workflows, upfront investments as well as tools. Rather, you can leverage all your energies towards improving all kinds of products, services as well as your market shares. Through the help of professional linguists the work will become flexible as well as the output will be much faster compared to the in -house team deployed by any organisation.

·Consistency: The challenge of the language support consistency too can be managed with the help of the language translation firms. As a company, the employees and team will often change and leave thus creating a question of the calibre and performance of work. The consistency level is often different from one person to another person. In this case, one might find problems in the use of language. It will be very confusing for the customers to adapt the change.

·Language specialisation: Expertise in translating into and from one specific language. In a translation company there is a huge team of translators who are well versed in different languages and have significant experience of working with different languages and industries.

·Reliability: With translators you are dubious of the quality you will receive and you also have to go through a rigorous selection procedure to ensure you are picking the right person. This may require a huge investment in time and resources. Working with a translation agency is easier because you do not have to spend additional time searching for the right translator and you also do not have the uncertainty of the quality of work.

·         Saves Time and Offer Security: What is most important is the delivery of the projects on time. Through hiring a professional translation agency all your work will be carried out in proper time. As soon as the project is started these agencies will align their translators to work in coordination and deliver the work within the given deadlines.

Saturday, 27 August 2016

Public Relations in 2006 and Now

Businesses which are failed to impress target audiences should review their Marketing and Public Relations (PR) activities. The only thing constant in this world is 'Change' and PR is also changing rapidly with the ongoing advancements in the world of marketing and brand development. PR in 2016 is drastically different than the PR of 2006. That’s why, top PR agencies in India and abroad are making great efforts to revamp and re-engineer their services and work tactics.

Today social media is the high-speed vehicle for the digital PR that’s fuelled by super content and driven by the growth-hackers on a digital track, straight and break-free. Digital Marketing is the turning-point of public relations growth in the realm of unconventional marketing and branding. And, it is the power of content that pushes PR in both traditional and digital format. Strategic, interactive, stimulating, engaging, and effective content is the catalyst of every marketing campaign. Creative content rules the world and gone are the days when people were not annoyed by the clich├ęs and uncreative jargons. Right from the birth of a brand to its growth and maturity, the content creator should be creative enough to weave the story of a brand. Story attracts people but boring details distract the target customers. Now PR agencies can create a buzz using all types of communication media and content types in a variety of media vehicles. 

Integrity in communication depicts strength and coordination and no doubt PR is heading towards the absolute integration of print, electronic and digital media. Hence, for a successful campaign there should be a uniformity in all the messages irrespective of the media or marketing vehicle. Whether it is the promotion of a brand on social media or participation of the same in an exhibition, its theme must remain same yet unique. In the nutshell, the content must have the freshness of ideas but it should be weaved very strategically that campaign on print media must support the campaign on social media or electronics.

The world is evolving at the speed of light, but there are many organisations still stuck in the traditional PR format for branding and image building. Yes, it is absolutely true that media relations play a vital role in effective PR propositions, but it is not the be all and end all of PR in the modern contest. Those who are recognising changes are benefiting from the revolutionized PR models in the digital age. The new model of PR is armed with right weapons of social media and mobile applications such as blogs, online forums, discussions, online gaming, video releases and many.

Monday, 8 August 2016

How should you approach doing PR?

PR is not only about making your brand name get printed in the press; it is a complex process which numerous tools which involves a number of techniques that lead you to a successful PR strategy. The strategy formation involves a number of techniques that are used in other forms of marketing as well. Realising your need to having a good PR strategy is the first step towards an effective PR Program.
There are a lot of important tools that lead PR campaigns and understanding them becomes incumbent upon those desirous of doing PR. Commonly used tools include Press Releases, Media Alerts,  Press Tours, Trade Shows, E-Mail Marketing, Social Networking and Featured Articles.
Press Release is the most simple and effective way of updating the masses about any news about your business. You can talk about your projects, new tie ups, new products or anything that you want which would then be widely circulated via printed or online newspapers. Media alerts are quite similar to Press Releases but they differ from them in certain ways as they are targeted more towards journalists and photographers and are in essence held to inform the media about a conference you are holding. Press Tours are held to make influential bloggers and journalists to meet you with an aim of making them write about you. Attending Trade shows allows you to meet likeminded people and is an excellent way of networking with influential people. Similarly, social media allows you to network with a wide range of audience through an online platform. In E-Mail Marketing you promote your brand and ideas to people who are interested or to people whom you want to take interest in your products.
All these tools might look uncomplicated and simple to use, but it is only an expert who can invest time and energy in the right kind of strategies and right kinds of tools. Unless there is a sanctified plan, your efforts will not be strong enough to get you a good traction.

Using Public Relations as a marketing tool is a cheap and a sure way for you to gain credibility for your business. This is simply because it is a third party speaking about you and by default it would tend to be more believable than traditional advertising with pushy self promotional messages. Generally, a good thought out PR strategy can not only give your company a lot of credibility, give your brand and products an ample amount of publicity, but also keep your company prepared for any form of bad media crisis management.