In the digital age, PR (press relations / public relations) have become a complex subject. The media ecosystem has indeed been modified by the emergence of new actors, new media and new technologies. Nevertheless, the objectives of RP 2.0 remain the same as those of traditional RP, but using different means: social media, blog, viral marketing, networking, etc. Do you want to boost your RP 2.0 campaigns? Here are 7 tips to improve their efficiency …
1 / Define precisely the media target
Define a media universe that you can potentially interest and segment it into 3 circles of contact:
- Circle 1: It is composed of little influential bloggers who will talk more easily about you and will allow you to reach circle 2;
- Circle 2: These are influential bloggers and journalists who need to know that a first source has already spoken about you;
- Circle 3: It is composed of recognized magazines, but more difficult to reach.
You can not contact everyone in the same way for the simple reason that everyone is not that important (for your RP 2.0 campaign).
2 / Understanding the new mechanisms for disseminating information
Social diffusion is comparable to word of mouth. These are individuals, not necessarily identified, who consume information and eventually relay it. This is to adapt the press release to the characteristics of the social network on which we will communicate and not to standardize it. For example, Google+ has no limit on the number of characters used, unlike Twitter. To be more efficient, you have to spend 90% of your time on circulation and 10% on writing your campaign.
3 / Make RP and CM work together
The community manager (CM) is a multifaceted professional, both close to marketing, but also working for the reputation of a brand. It is therefore logical that he is also close to PR. The CM thus becomes a natural ally of press officers, as the two trades come together.
4 / Develop a relationship of trust with bloggers
The human is indispensable in a relationship, whether 2.0 or not. Make RP 2.0, so it is not enough to broadcast its news on its corporate social networks. It's going to look for influential relays with whom to come into contact, those who will in turn relay your content and give a better visibility to your news.
In particular, create physical events that bring together bloggers. Nothing will replace a verbal exchange or meeting with a blogger over coffee.
5 / Use Twitter to contact journalists
70% of French journalists are on Twitter and this channel would be a source of information for 47% of them. Getting in touch with a journalist because you are sure you have identified what interests you or after having reacted to one of his tweets is not only flattering for him, but it is also a personalized, conducive approach. to bear fruit. A large majority react positively to social demands!
6 / Adopt Growth Hacking Tools
Find the right balance between a personalized approach and an automated approach. Use tools like Mailchimp for your automated shipments.
To find out about the interests of your contacts, you can use Rapportive, which enriches Gmail by adding a sidebar or that displays information related to the recipient of the current email. To know more about the person whom one contacts can be decisive.
To find the email addresses of your contacts, Email Auto Extractor for example analyzes the page you visit, looking for email addresses. If it finds, it displays a small icon with the number of emails found.
Finally, to determine the influence of the person you want to contact, Riffle will help you identify topics that interest your "targets" and find ways to connect with them.
7 / Do not forget the traditional RP …
Mastering new skills, however, does not mean giving up traditional skills. The relationship with influencers, whether digital journalists or bloggers, still requires a good knowledge of the media relations mechanisms. The quality and relevance of the content that is passed on to the influencers remain the decisive elements of a relationship of trust.