PR or D-PR – how to get the most from your PR agency

  

 

I can’t stand it anymore.

 

If I hear one more friend or colleague complain about their PR agency, I will scream. Within the past week alone I heard 4 complaints about PR agencies. “They don’t get it”. “I am disappointed with the results”. The drone is the same. The question is why does it seem that level of complaints has reached a loud pitch?

 

The answer is because we have not updated our understanding of how to use PR in the increasingly digitally focused marketing world. Well it’s best to start right now.

 

We all know that there is “new media” (a.k.a. digital media) and traditional media (such as TV). Well PR has the same distinction that looks like this.

 

Traditional PR = media outreach. Period. That means your PR agency gets reporters to pick up a news item about your company. If that’s what you want – then many PR agencies are just fine. But for many eCommerce centric businesses, an occasional media pickup does not seem to have the value it used to. It does not build an audience reliably or consistently. And it does not seem to create the “buzz” many companies are looking for.

 

So what happened? A great pickup in the New York Times used to give a business more lift in the past than nowadays. But don’t blame the PR agency.  

 

Part of the reason for the decline of the power of traditional PR is the decline of the power of the media as sole purveyors of our news. Now news can be procured through complex and open channels. Private individuals can capture a video segment on their cell phone that becomes front page news. A person networking on a community site reports on her experience with the government and an investigation is launched. But many PR pro’s continued to cultivate the traditional media outlets even as their influence declines. .

 

That’s how D- PR (digital PR) is different. D-PR is about the ability to create and manage a public conversation through a myriad of digital tools that drive public opinion.  This approach allows for a continuous presence that sustains a business rather than a one time article that drives short term results. That type of planning and execution takes digital PR savvy in knowing the new tools needed to target new audiences that traditional PR agencies don’t normally address.

 

And D-PR turns traditional PR planning on its head. Rather than hiring a PR agency to pitch a story and hope users will follow, D-PR takes an alternate approach. It uses digital technology to seed usage among key user groups and gets them talking about it. Once these champions user groups have been established (they need not be big numbers – just passionate about you), then do the “traditional PR” outreach. D-PR is the “new PR” – true public relations in its broadest and most inclusive sense.

 

So please stop beating up your PR agency. Start understanding what you are paying for.

 

Judy Shapiro

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