The New Revolution of Public Relations and Your Brand

Public relations (PR) has been around for a very long time. However, the face of PR is not the same as it used to be when it comes to branding. That doesn’t mean the concepts of PR, as they have always been, don’t apply any longer. They still do and they can still help your brand tremendously.

PR for the modern business world

In the past, the way PR would work was that you would submit a press release to a publication about a new product, service, or event and the press release would be published. Of course, the digital age is now a huge part of all of our lives (both personally and professionally) and that means that PR takes a different approach.

There are several different ways you can use PR:

Social media: Social media is an amazing communication tool and you have so much potential at your fingertips. Through the various social media channels, you can reach a large number of online contacts. You have control over who those contacts are because they are your contacts. That is a much more effective way to interact than doing it blindly. You can reach an infinite number of prospects, clients, etc, through your chosen social media channels.

Loyal customers and brand ambassadors: One of your goals is to turn your online connections (or, at least, a portion of them) into loyal customers and, ultimately, into brand ambassadors for your business. You definitely want to turn people into brand ambassadors because you want them to sing the praises of your business. You are not allowed to do that but they certainly can. They can tell other people about what you are doing and what you are offering and they can write about it as well.

Be transparent and genuine: Over time, you will receive feedback. Some of that feedback will be positive and some of that feedback will be negative. It is important that you embrace both the positive and negative feedback. The main reason that you want to embrace the negative feedback is that you want to show the world that you are genuinely doing everything in your power to fix whatever has gone wrong. The best way to eliminate the issue is to meet it head-on. That will certainly solidify your reputation and it will help you to build relationships as well.

You no longer need anyone else to work the PR angle. You create your own publicity and you promote your own business effectively. Bear in mind that you generally no longer need to write press releases for your coming offerings. That cuts down on manpower right there. In that situation, you don’t need a writer or a person to contact the people who would publish your press releases. Additionally, there would be no need for anyone to write any content about your offerings. That doesn’t mean that you are not going to publicize your brand. It just means that you will express it differently. With this modern PR approach, there is nothing that comes between your business and your customers. You have a direct, close relationship with them.

Additionally, there would be no need for anyone to write any content about your offerings. That doesn’t mean that you are not going to publicize your brand. It just means that you will express it differently. With this modern PR approach, there is nothing that comes between your business and your customers. You have a direct, close relationship with them.

The downside of the new PR approach

Well, one of the most obvious challenges is the amount of competition that you have facing you. Because of that, you need to really stand out so that your online connections pay attention to you and to your brand. That can be quite challenging. The last thing that you want or need is for the other person online to get distracted by the information of other businesses and not notice your information. Of course, it goes without saying that your content must be top quality and exciting. That alone should give you a leg up, but you need to continually reach for more.

Conclusion

PR is just as important as it always was; however, it has a new face. It is a face that you must embrace if you want to keep up with other businesses. You really don’t have an option to not do it.


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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies. His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ. Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).

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