A Public Relations Team Equals Small Business Profit
The world of public relations is expanding just as fast as the social media platforms – and it needs to. Although Facebook, Twitter and Pinterest are now considered the social channels that are ‘must haves’ in this day and age, the networks are still going through a constant evolution by adding start-ups and buying out the smaller fish to make them more powerful, easy to use and helpful to the small business owner. As these ‘Big Guns’ grow, so does the world of public relations. In other words – the PR firms and marketing teams need to keep up with the ever-changing platforms.
The social media picture has transformed the way PR keeps up with the audiences out there, seeing as that the audiences – the consumer – can now gain anything they want with the click of a button. Competition is fierce, and the small business needs to have a PR team behind them in order to make their brand into a household name.
Speaking to PR firms (the interviews have grown), each and every one has been talking about the huge changes in their communication in the last few years with the constant addition of social channels. Consumers are literally flocking to the channels, and what PR firms have noted is the fact that they are not flocking just to talk about their day. They are truly having brand conversations, offering comments, recommendations, pins, tweets, etc., and the PR firms have changed gears in order to understand and benefit from the intricacies of the networks to see how they could turn these consumer conversations into positives for their clients.
Creating a brand depends on having public relations at the core of the process. Every press release, announcement, article – all of these factors launches everything with a Twitter component attached and the ‘look’ of Facebook in the PR agent’s mind. They need the headline that catches the attention because these constant hits are fast and can be forgotten quickly by the audience. Once the headline is out there, however, major PR firms need to have in place the analytics – ways to constantly keep track of what the consumer is saying 24/7 on all these networks. The initial announcement is one thing, but tracking consumer statements afterwards is now the main focus of the PR team. Without consumer approval – the launch literally ends up meaning nothing.
What is next for the social media world, from a PR standpoint, will be the building of private networks. The bloggers are now taking over in many industries, allowing their followers to talk about the marketplace and what’s new and better than the items they have been buying, which means the private platforms will be the next journey that PR must take. Being linked globally has been achieved, but with the new applications for maps, etc., it is the local neighborhood that may just be the ‘key’ to launching a brand. And private bloggers, private networks speaking about the area, will be the huge push that brings a brand into the limelight.
The local networks are being focused on thoroughly. Some use geolocation techniques so that a consumer can use their home address to discover new franchises in their neighborhood, share content about the new offices, buildings, businesses with their neighbors, as well as receive news about events coming up and sharing that content with the boy next door, so to speak. Seeing as that many brands are not Coca-Cola, the locals are the ones that will truly put a brand on the map.
Google+ is one network that is linking themselves with the cell phone applications and doing it quite well, making sure that all users need a Google account when accessing a Google Play store. 350 million users, approximately, have a Google+ account now which means the small business public relations will be growing.
Knowledge is power. That line has been used everywhere, but it has never fit so well until speaking about the learning process of the internet. These social media platforms are truly the base – the floor of a PR and marketing plan for all brands, large and small. They must begin in the social media realm in order to build upwards and outwards.
With every new platform or link, clients as well as consumers expect more, and that is why the PR industry must be constantly on the ball offering true innovation to make sure that their advertising or media plan is the right one for their clients.
Conversations, communications and customer service – that is what social media is all about to the true PR specialist.