PR 2.0 – what does it mean for your business?
What are people saying about you online? It’s a question every business needs to ask – because you can guarantee that your prospects, customers and competitors will be monitoring your every move online. It’s essential that your brand is protected – and positively represented – across online media. PR 2.0 is the tool to use in order to ensure you can be easily found online – and it can limit the damage and give you a way to fight back if negative messages are spreading about your brand on the internet.
So what’s the solution? Well, as with all marketing campaigns, your online strategy should be driven by your wider commercial strategy – there is no ‘one size fits all’ solution. However, when we’re devising PR 2.0 strategies for our clients, there are a number of common elements that need to be addressed, namely:
- Who are the leading voices (bloggers, tweeters, online journalists, etc.) covering your sector? What do they need? How do their needs differ from the needs of the more traditional journalists you may be used to engaging with?
- What new channels can you use to reach your target audiences? Is your current strategy, capability and mastery of different forms of content provision (online, offline, video, social networking, podcasting, to name but a few) sufficient to achieve your aims?
- How can you measure the effectiveness of your PR 2.0 campaign? Do you need to consider crisis management – are there negative voices/influencers out there that need to be considered?
- How does all of the above affect your core PR campaign? Do you need to change your approach to offline media to ensure that your messaging is consistent?
Rostrum is currently delivering effective PR 2.0 campaigns for clients as diverse as an IT support company, a leading firm of financial advisers and a customer management software provider. If you want to know more about the work we’re doing for these clients, read one of the case studies below.
“As a result of Rostrum’s PR campaign, Connect has risen to the number one listing on Google for the search “IT support” when we were previously on page 3.”
Mark MacGregor, CEO, Connect