PR in the Digital Age and How it Can Help Your Agency

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PR technologies have changed radically over the past decade.

But its purpose is timeless. Public relations (PR) differs from marketing in that its purpose is to generate third party mentions. When a potential client sees that you’ve been written about or quoted in a media outlet related to marketing or a specific industry vertical you are seen as more of an authority on the topic.

The lines between PR, influencer marketing, and social media have become very blurry as digital media plays a larger role in communication. Additionally, as publishing media have cut down on in-house staff, the person you’re pitching your story to may well be a freelancer or contract writer.

Most reputable media outlets will not accept “pay for play.” Beware of journalists who request a fee for writing about your agency or company. Similarly, be suspect of any PR firm that guarantees placement in a particular media outlet.

PR can also be a boost to your SEO. High-ranking media outlets can add some extra “juice” to your search rankings.

So, how do you get started?

• First, be sure you have real news to announce — unique services, a fantastic new client, a new hire, or a proprietary research study for example.


• Focus on the media that will make the most difference to your prospects. A few high-quality mentions are preferable to multiple mentions in media that your target market doesn’t consume. Although you can use a subscription service to compile a list of media, I still recommend vetting the list carefully to make sure you are pitching the right person.


• Engage a PR professional in developing and deploying messages. Although the press release is still alive and well as a means of posting news online and sending it out via services like Business Wire and PR Newswire, if you are interested in appearing in a specific media outlet, your best approach is to reach out to individual writers/producers with very personal, targeted, and pithy messages as to why they should pay attention to your story. As a writer myself, I receive hundreds of pitches every month. I focus on those that:
  
  • Fit with my “beat.” In other words, they are about topics that I typically write about.
  
  
  • Indicate that the company or individual pitching me has looked at some of my previous articles.
  
  
  • Makes writing the story simple — provides specific information and compelling facts and a photo or video. Do not make the media work to find out about your company.
  
  

• Subscribe to a service like HARO (Help a Reporter Out) or ProfNet if PR is part of your marketing strategy. They enable you to reach journalists when they’re working on specific stories.


• Is your dream to be on local or national TV? Getting that visibility can be a great ego boost, but you need to have a unique news story or perspective to crack that code. The competition for subject matter experts can be stiff and producers are looking for people who have both in-depth knowledge and are great on-air. Getting to that level takes time and practice.


• Above all, be patient. Just because you think your story is newsworthy, you can’t push a media outlet (digital or conventional) to cover your story immediately. If and when you do get a mention, be sure to thank the writer and promote it via your own social media, e-news, agency website, and even your e-mail signature.


• Be your own media. If you are a strong writer with a unique point-of-view, developing a company blog, podcast, video series or writing a by-lined article for a local media outlet can be a great way of getting yourself “in the news.”

Regardless of who, how, and when you pitch, keep in mind that PR is an awareness medium. In very rare cases do sales skyrocket simply because you’ve been mentioned by a media outlet. It’s simply one more tactical arrow in your marketing quiver that can establish and solidify your agency’s or company’s reputation and brand.

Claim Your Listing

Clients look for agencies that deliver great results AND are great to work with. Make sure prospective clients can easily find you—and read glowing reviews about you. Claim your listing on the UpCity site.  It’ll open up a whole new stream of prospects—companies looking for the best in local and national digital savvy.

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Nancy A Shenker

Nancy A. Shenker is a marketing innovator, brand builder, writer, and speaker, with both client- and agency-side experience. Over the course of her 40-year business and marketing career, she has been a C-level marketing executive, an entrepreneur, and a mentor to hundreds of small businesses at all stages. Founder of theONswitch marketing(R), Shenker was formerly a senior executive for major consumer and business brands, including Citibank, MasterCard, and Reed Exhibitions. Shenker has written four books, and publishes a women’s entrepreneur community called sheBOOM, as well as A.I. website Embrace the Machine(R) and travel and lifestyle website BleisureLiving(R). She writes a column for Inc.com called Bots & Bodies, covering the human aspects of technology and speaks about digital marketing, transformation, and women’s career paths at national conferences.

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