Tuesday, 25 October 2016

The New Rules of PR

Although Traditional PR and the third party ink will always remain highly important for any given business until the newspapers go out of print, yet adopting the newer form of PR approaches has become inevitable.  The online world has grown as never before and being invisible on the digital platform may make you invisible to opportunities.  
The concept of making other influencing channels talk about you to derive benefit for your brand image is core methodology of PR, but the tactics to achieve this have changed. The role of the journalists has been taken over by bloggers and influencers. Subject matter expects are the new luminaries. And this modern trend has been capitalized upon well by smart marketers. 
It is probably very wise to say that a lot of businesses have an online presence, but is that presence really worthwhile? Unless, the mediums are used well, and strategies are conceived properly, no benefits can be sought from this presence. The presence of you company on the web can be viewed from three angles; Owned Media, Earned Media and the Paid Media.  Out of these three, the Earned Media is what we are more interested in from the PR perspective. 
After you set up your digital destinations across channels, which forms your owned media, it is not of use unless people are directed to it. Search engines play an important role in getting traffic, but to really make an appeal to the consumer, something different is needed. The audience will not listen to you speak about yourself. People would need other bloggers, influencers and critics speak about you. Now to motivate them is the real deal!
Your Public Relations activities should revolve around strategizing communications that would interest bloggers and influencers who are not interested in cold e-mailed press releases pitching to cover your brands and products.   Bloggers often times do not write about what doesn’t interest them, so unless you are able to create that interest and sensation around your company or events, modern day PR might not be your cup of tea. In that case most of the marketers cover their inefficiency by asking influencers and bloggers to cover them by paying hefty amounts of money, and in such cases it is not PR despite getting a 3rd party endorser. 

Saturday, 15 October 2016

The Colors of Brands

Last week while going down through my LinkedIn profile, I found an informative post by Oglivy. The post was about brands and colors. It associated different colors that brands have used over a period of time, to the creation of certain feelings around them. I wondered if that really was the case. For me personally, brand is a perception on its own. Whatever associates with it, is associated with the initial feelings about the brand. So, feelings about the brands may not be influenced by the colors, but the feelings about a certain color may be changed or rather manipulated by their association with these brands. 

Well, my perception about the brand might not be as is yours, but there is a certain general perception that would be very similar. With this in mind, I would agree with the post to some extent and say that, yes to a certain degree a color may influence a brand image. For me products make and crush brands and products create the feel of a brand.  Well whatever be the case; let’s see what Oligvy believe are the colors that are used for creating certain emotions.

Red: They are used by brands to create a sense of urgency. Brands that want to present them as powerful, passionate and exciting use this color.

Blue: Calm, honest, caring, trustworthy and logical are the strings attached to this color. Brands seem to have capitalized well on the feelings it pushes forth.

Yellow: When a brand is fun, friendly, optimistic and confident, they opt for the color yellow. It is also used to grab attention or to warn.

Green:  It is shown to portray youthfulness, refreshment, care for the environment, and growth. Sometimes it is also used as a call to action.

Orange: Do you want to energize your audience, go orange! It is also used to create a sense of haste and seem affordable.

Pink: From sweetness to sexiness, you can depict various emotions all depending on the shade used.

Brown: It depicts warmth and dependability.

Purple: Create feelings of warmth, richness, luxury, creativity as well as producing nostalgic feelings.

Black: This signifies luxury, exclusivity, sophistication, authority and encourages impulse based purchases.

White: Constantly used to signify purity, cleanliness, simplicity and freedom.

Thursday, 29 September 2016

How to Begin Your Social Media Marketing

Social Media has given giant sized MNCs and small SMEs an equal footing to compete in encouraging the buyers to purchase their respective products. People dislike being told, but enjoy being communicated to, and that is what brands are doing today. They are engaging their customers in conversations and if they get it right, success is not far away.

Social Media Marketing is a type of marketing which focuses on a company's communication and branding goals. Text, images, graphics, videos and info-graphics all have a part to play in this game. It is all about sending the right message, to the right people at the right time, and the above are just the tools to do it.
Apparently, using Facebook, Twitter and other Social Platforms is fun and easy, but it is not so when all your sales and image depend on it. You cannot just assign a random person at office the job of updating your social media and sit back believing that your brand is competing with the giants out there. The first thing you need to focus on is your social media plan. Unless you have a well thought out and documented plan, you are not on track!
Understanding your goals and your target audience well, serve as the beginning of your Social Media Program. Your target messaging and the predicted outcome follow the initial brainstorming. Keyword research follows just after and a list of words is generated around which the content is to be curated. Digital Marketing Services
The content created is what matters more than anything else. Content is the King of any modern day internet marketing campaign. Your content needs to be interesting and informative. There should be a huge value attached to your messages. When writing your messages, a consistent brand tone has to be adopted that would then be used across different social media platforms. All your social media accounts should speak in one unique tone. This is instrumental in developing your brand image.
Go on and get blogging! Blogging is a great way for social media marketers to discuss their brand and their products. You can showcase your efforts, your campaigns or talk about anything interesting. Storytelling is the new game; you need to tell fascinating brand stories to engage your audience. With these basic things done right, you are geared up to enter a new marketing space.

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.