The PR industry is constantly evolving, and as a result, agencies are having to adopt numerous tactics when implementing campaigns on behalf of clients.
There is an ever-increasing tool kit to choose from when raising a company’s profile, increasing brand awareness or enhancing an individual’s reputation. Some of the approaches that are frequently adopted include social media campaigns, influencer marketing strategies and sponsored or paid for digital media.
With all these methods to choose from, you could be forgiven for thinking more traditional skills had been set aside. However, this is not the case.
Extending audience reach through compelling content
At Open Comms we feel there should always remain a focus on coherent and informative pieces of content. Whether this be in the form of a press release, comment piece or a blog post. Compelling copy will deliver results for brands that want to communicate effectively with audiences.
As PR professionals, we know that securing frequent press coverage in the right media and using this across relevant channels remains a key objective for many of our clients. This approach allows organisations to build brand presence, communicate with chosen targets and enhance the bottom line.
Ultimately, the channels that are now available to PR professionals allow us to maximise the success of any single piece of content.
Although there are many alternatives to the way we now digest news, the most efficient process of securing media coverage remains through the distribution of press releases. For content to be featured in the press it must have widespread appeal, not only to the journalist but also the reader.
At Open Comms we know how vital it is that we understand who the press release is being written for. We can then ensure the angle applies to the specific target audience; whether it’s regional, national or sector specific.
We understand that copy needs to contain a newsworthy or interesting angle in order for it to be read, digested and shared. This then makes this content as strong as it can be before being repurposed and used across multiple platforms.
Once a press release has secured media coverage, the content can then be updated to feature on a company’s blog page or news section. This serves several key purposes:
- Anyone visiting a website, including prospective customers, will have access to information about what is happening at an organisation at a given point in time.
- Keeping visitors updated and informed will increase the number of times they access the website.
- Frequently updating a blog or news section can significantly enhance a company’s ranking on Google and other search engines.
The reality is that the more frequently interesting and informative content is uploaded, the more likely it becomes that specific search terms will be associated with a company’s URL. This gives the pages greater authority, which improves page rank and as a result, generates even more organic traffic and prospects.
At the same time as uploading content onto a blog page or news section, it can also be repurposed so that it can be shared across social media platforms.
It goes without saying that social media has become an online search tool of choice when people source information. In recent years, LinkedIn has invested heavily and is increasingly becoming the ‘go to’ platform for business-related activity.
As such, posting an update on a company LinkedIn page allows that business to engage with its followers. It can also extend this reach to those that are connected with its employees if they choose to share or like a post from their personal account.
Not only will this help increase a company’s presence on the platform, but when using hashtags or links to associated articles, it also informs professionals within a specific sector of this newsworthy content.
As a result, a company’s LinkedIn page can become a reliable source of relevant and topical content for existing clients and potentially new business prospects.
In summary, there are a number of ways that a business can use content to enhance their PR activity. Content is a great place to start. Thinking more strategically about how each article, press release, comment or feature will be used can make a real difference to results.
Start by thinking about the angle. Make it relevant and right for the audience. This can be used to shape a press release for media. Once coverage is achieved it can be amended and posted as a blog. The blog can then be repurposed for LinkedIn and shared across social channels.
Using this tried and tested method will help any business to create compelling copy that reaches the widest audience possible without getting tied up in knots in the process.
The value of producing well created pieces of content should never be overlooked and here at Open Communications, we take great pride in harnessing the power of the written word. Please find out more here or pick up the phone and give us a call on 01924 862477.