If you were to ask several people to explain public relations, you would probably get a different answer from every one of them. The majority would most likely confuse it with marketing or advertising, however, public relations is much more than that. In short, it is the act of cultivating and promoting a positive image for specific companies, organizations, individuals, or even an entire business or civic sector.
This undertaking requires expertise in areas such as organization, research, analysis, planning, and execution. All of these attributes are put to work to obtain information from relevant business and public sectors, then organized and crafted into a straightforward and strategic plan of action. This plan is indispensable in providing a company with multiple resources that enable them to communicate with their targeted audience, and support effective interaction with the public. The advantage of new media public relations is that it provides additional vehicles for communicating, and distributing important company content. However, it also gives the customers a stronger voice, which requires a two-way communications strategy.
The goal of new media, as it relates to public relations, is to assist clients with technological programs that help drive buyers to their company website, build online communities, improve customer communication, and improve their online presence. Think about this; when you consider that your company’s content is available on the internet for millions to see, you certainly understand that it is to your advantage that the content is expressed clearly, consistently, and that it demonstrates proof that your company is trustworthy and reliable. This can be accomplished using relevant company news, client successes, new or improved services, or thought-provoking dialogue. In a business-to-business environment, prospects more than likely get information from traditional sources such as trade magazines, newspapers, industry conferences, meetings, business associates, and sales presentations, but more and more are now turning to the internet for information. In addition, people tend to seek out online information to learn about a company before they contact them. In doing so, they do not simply rely on your company website. Instead, they use the sum of all available information on the internet where they can read your press releases, articles, your customer’s blog comments, employee posts on social media sites, as well as performing organic searches. Therefore, enhancing your online presence requires new media public relations programs, and a consulting firm that is experienced in how to best utilize it efficiently and effectively. Let’s face it, in today’s information driven society you need a public relations service that can help ensure your business is a success, and projecting a positive company image is where it all begins.