How Public Relations Is More Relevant Than Ever

How Public Relations Is More Relevant Than Ever
SHARE
THIS



In this guest piece, Atomic 212° social media account manager Josh Dishman (pictured below) argues that while media relation skills are going to be absolutely critical in the marketing mix of the future, PR firms need to understand their place in the larger media mix and develop new skills if they aren’t going to be regarded merely as yesterday’s news.

Josh Dishman

As Elvis Costello reminded us all way back in 1981, “Yesterday’s news is tomorrow’s fish and chip paper”. But with the advent of the digital age and the ongoing fragmentation of channels and integration of marketing, agencies who engage with the media and who maintain that line of thinking are set to be as popular as rotten cod.

Back when Costello and The Attractions were still top of the charts, a PR firm could easily claim that getting their clients in a daily paper with a huge circulation was as big as a win could get for them. Obviously, PR has always been so much broader than just getting a client an earned media run, but earned media has always been one of the major promises of the PR industry.

However, with audiences increasingly getting their daily news fix online, PR firms need to be doing so much more than just seeing their clients get a run in a digital rag. Increasingly, the media relations function should be about achieving specific results for clients at all stages of the consumer journey – converting a customer, generating social media engagement, affecting behaviours, and improving search rankings through backlinks.

Clients want measurable results and agencies that engage in media relations are more accountable than ever. This may be a concern for traditional outfits, but it is really a major opportunity. More than ever, the media relations function is an integral part of a broader, integrated marketing approach; this means PR agencies need to become more full-service in their approach, and that other agencies need to be looking to media relations for new solutions.

Bringing SEO and PR together

As we all know, backlinks are like gold when it comes to search, so merely getting a mention can’t be good enough anymore. You need to be creating online content that journalists are prepared to backlink to, so that rather than having a one-off ‘win’ by getting your client in the news, you’re actually getting massive value in search terms. Major news sites are among the most authoritative on the internet, and a backlink from an influential journalist is incredibly valuable.

SEO teams spend countless hours trying to get their clients strong backlinks, and there are amazing synergies that could be found if an SEO team combined with a PR guru.

Speaking in The Lunchbox 2017, Searchmetrics founder and CTO Marcus Tober explained the future of links and how critical quality content is set to become:

“Links are still an important factor for Google, but will become one of many.

“When brands understand that building links actually means creating valuable content so that many authorities want to link to their content, the link building paradigm shifts more to the content and the value the contents delivers.

“Of course, this is easier said than done, but looking for a cheap trick to outperform anyone else in the SERP is gone. Long-lasting strategies are more successful.”

The obvious advantage a PR firm holds regarding the importance of making something people want to interact with is that they tend to pride themselves on being storytellers, so quality content really shouldn’t be an issue.

Quite how any PR firm doesn’t see getting backlinks as a necessary, base-level offer is madness. Sure, you won’t get the link every single time, but what firm gets their clients in the paper on every single pitch? You’ve at least got to be aiming to make it happen.

Don’t stop at the media run. Don’t even stop at the backlink!

Moving on, having landed your awesome plug of a story on a widely-read site and earned that quality backlink, a PR firm should be active in amplifying its reach as broadly as possible.

Again, it’s seems so obvious, but so many PR firms baulk at putting budget into paid search or paid social, or behind tools such as Outbrain, which are key to getting maximum exposure.

You’d be amazed at the number of PR firms who still see their ultimate goal as getting a run in the media. But this should just be the start of the story. This valuable content can be pushed across Facebook or LinkedIn, it can be posted on the client’s blog or website – it can be pushed, pushed, pushed and full leveraged.

The aim is not to get a run, but to generate a certain result.

Is paying for editorial an absolute no-no?

It’s an unfortunate fact that in the media game – the dividing line between editorial and sales – is becoming increasingly blurry. Agencies and PR practitioners need to have the courage to realise that church and state regarding paid versus earned media is fading fast.

Atomic 212° research shows that some local magazines are now charging not only for traditional advertising, but also for editorial coverage. What’s more, there are obvious similarities between encouraging a journalist influencer to cover a story and paying a social influencer to generate content – it’s all influencer marketing, isn’t it, and there are certainly transferable skills that PR practitioners should be jumping on.

What was once seen as unethical is now basically commonplace. It may not sit well with you, but as editorial budgets are being slashed, it’s simply the world we live in.

Media relation skills are going to be absolutely critical in the marketing mix of the future, and these are skills that have been central to the PR profession for decades, but firms need to understand their place in the larger media mix and develop new skills if they aren’t going to be regarded merely as yesterday’s news.

Latest News

Social Change Maker Profile: Anthony Xydis, ARN
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Anthony Xydis, ARN

There's no denying ARN's Anthony Xydis is one of the industry's "nice guys", and that's despite B&T's fondness for evil.

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]