July 2, 2013
Diversification of PR Agency Service
The relationship between the media, creation, and the spread of news stories, the coordination of interviews by company spokespeople and the organization of press conferences are some of the tasks that have always been preformed by PR agencies for their clients. But as people continue to read less and less printed material, and more material online as a source of information, PR agencies are not just able to, but need to, evolve in the market and offer the clients services that respond to their current needs.
Among the services that PR agencies can offer are:
- Social network management: the daily work involves maintaining activity in profiles created on Facebook, Twitter, LinkedIn, YouTube, Google+, etc. to constantly generate visibility and not fade into obscurity. These networks are used to manage all types of content, from new posts in the Facebook company profile to a minute by minute breakdown of a crisis; in the case of this last point it’s very important for the agency to be familiar with the company, its spokespeople and who to contact the moment when such a crisis occurs. In addition, social networks are a good way to maintain direct contact with users, allowing them to stay informed minute by minute. One agency that has learned to adapt itself to new media is Tinkle, which offers social media services.
- Content creation: In many cases, PR agencies don’t just write tweets or Facebook publications, they also create different content. Agencies also come up with posts that are published on blogs, or send articles to communication media related to their product or brand. When these texts, videos, studies, photos, etc. are created, the main goal is to generate news coverage and expand the visibility of the brand. On some occasions, all of the content is published exactly as-is in magazines or websites, which means it’s important to pay attention to what media write. To be able to have greater control of what appears, it’s best to have a good monitoring service, thus keeping track of which sources have simply done the old “copy and paste” trick. One example of how this works can be seen by comparing two news stories: one published by the Efe agency, the other by a national media outlet that copied it nearly 100%. The difference was in two paragraphs that were directly removed.
- Press notes 2.0: this is another type of information that is normally shot out (a journalistic term used when a text has been copied literally) by media sources. From agency material, notes are constantly created that are then sent to the media, but few agencies in Spain today are producing press notes 2.0. These notes offer great advantages to agencies, that can give a much more accurate indication of the media that have received it, opened it, read it, and/or erased it; in addition to those that published it. Another advantage is that they are visible to web searches, meaning that more internet users can read them, not just journalists, but bloggers, social network users… who take it upon themselves to share information and generate links to fresh and optimized content they offer, accompanied by a generous number of multimedia elements.
- Events: with the arrival of the new star product of the brand, it’s time to organize a presentation for the media. To do this, in addition to looking for an appropriate site, catering, props, etc., the agency has to create a press kit with all the content it wants to distribute to the press, and of course, put the event together. In addition to traditional events that are already held, there are other types of events as well: events for influencers to test products, streaming events, webinars, etc.
- Influencers: whether you’re inviting them to the party of the year, or trying to send them a product, influencers are highly sought after and difficult to choose. You need to know who are the most relevant people in each of our clients’ sectors. This can be a complicated task since currently there are many users with a high number of “followers” on social networks, but who can’t necessarily create the impact we want. In PR agencies it’s very common to perform a search to be able to achieve the greatest possible impact, and a response by consumers. These influencers can sometimes be journalists, for instance those from the “auto” section who have access to test cars they get to drive and talk about. Or as another example, bloggers, who often receive all types of products they then try and later post online, or talk about them on social networks. One example of this is the second anniversary celebration party of the brand Federica & Co. Throughout the day, various bloggers from Spain tweeted and uploaded photos of different areas of the party, as well as the food served or the people they ran into.
Many of these tasks are associated with the area of marketing, but the PR agency can identify actions the company isn’t necessarily taking at this time and offer certain services, since in today’s world all of them are necessary to achieve good positioning in the PR world.
As for you, what elements is your PR strategy missing?