If you haven’t heard, advertising and marketing communication services are spiraling downward as the recession hits hard. That’s according to Jack Myers, one of the media industry’s leading forecasters.
According to Myers, public relations (PR) will buck the ‘advertising depression’ trend he is now seeing, that he predicts will last until at least 2010.
Why is PR still valued? Myers believes that social media has changed the landscape, making consumers demand a more interactive and ‘consumer-controlled’ process. It’s businesses who understand this – and are more forward thinking than the old 30-second ad – that will reap the rewards.
So how can you incorporate publicity into your marketing plan?
The key is to provide useful information using a variety of distribution methods that engages- rather than just sells – to your target prospect.
Useful information is more than saying how great your product or service is. It’s about sharing information on how to use the tools you sell effectively. It’s about developing a platform that positions you as a letter in your field.
And when it comes to distribution methods you need to find the ones that most resonate with your target market, including:
- Press releases
- Social media (Twitter, Facebook, etc)
- Media interviews
- Easy-to-find websites (Hint: Good SEO is key here)
- Easy-to-use content on websites
It’s really what PR is all about – building relationships with your key publics.