[January 17, 2017] |
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Scott Public Relations Announces Five Recommendations for Successful Communications in 2017
Is traditional PR dead? No, but it may be hard to recognize these days.
"In the last ten years, what was called public relations has gone
through a radical transformation," said Joy Scott, CEO and founder of Scott
Public Relations, an award-winning boutique PR firm specializing in
healthcare and technology. "Companies that may think it's about pitching
the media are missing that a proliferation of PR tactics must be
deployed to achieve the desired results."
Experts in building thought leadership for healthcare executives and
physicians for decades, Scott PR has been incorporating creative and
social media strategies into its service line for some time. Now the
agency has formalized these capabilities into two distinct divisions:
marketing and creative services and digital/social media communications.
"We pioneered a successful approach to B2B social media five years ago,
and we constantly refine that approach to get the best results," noted
Scott. "Today, communications have to be visceral, visual, and vibrant
to make the desired impact. That means amplifying the message in a
relevant and compelling way in all communications channels. Integration
is key. That's why we've expanded our core competencies and added the
expertise to create and implement comprehensive campaigns for our
clients."
The experts at Scott PR have identified the following five trends for
companies to consider in their 2017 PR plans:
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Distinguish between "brand
journalism" - telling your story in a journalistic way - and the
PR required to gain earned media exposure. Companies today have to do
both. Media expects that you tell your own story; brand journalism is
a way to do so in a story-driven, visually-driven way that is far more
engaging than marketing-speak. However, for original media coverage,
reporters need news. If company developments or accomplishments are
market-making or industry disruptive, or tied to a major trend or
issue, they can be news. Otherwise, journalists view most
company-driven stories as marketing. With that said, media interviews
are always opportunities for a skilled spokesperson to weave those
company messages into the interview. And brand journalsm initiatives
can spark media interest with a skilled PR approach.
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Secure earned media (media relations and traditional PR) and then
amplify the message through relevant channels and platforms, including
via video, digital, social, online, print, events, company
publications and speeches.
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If you are a B2B organization, set up a proactive campaign to engage
with opinion leaders and influencers through social media and sharing
content. "Influencer
marketing" is the buzzword in the B2C world and in many
interpretations it means paying influencers to write about you. In the
B2B arena, that is also an option. But the greatest value is to engage
influencers in your cause, your innovation, your united direction
toward the future. Media, of course, are influencers, and they should
be on your influencer list.
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Publish or perish. "Content creation" is now accepted as part of the
PR arsenal. However, it does not equate to "marketing speak." Your
content must be relevant to the reader, educational in nature, and
interesting. Going up the content food chain, books are at the apex
and can be leveraged for national visibility, especially with media
who are forever intrigued by authors.
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Leverage PR for search engine optimization to capture that important
top position in organic search. Relevant content is one of the few
ways to drive organic SEO today.
Additional insights on healthcare, insurance and technology public
relations are published weekly on the Einsight
blog. Follow the agency's weekly news and updates as well through LinkedIn.
To learn more about the value of PR, marketing and digital
communications for your organization, please contact Scott Public
Relations directly at 818-610-0270.
About Scott Public Relations
Founded in 1988, Scott Public Relations is a boutique PR agency located
in Los Angeles, California. Scott Public Relations partners with healthcare,
insurance
and technology
organizations across the U.S. and abroad, providing a full range of
public relations and marketing services. SPR's specialties include
content marketing, brand development, thought leadership, website
development, sales leadership and lead generation as well as reputation
management and social media marketing. Scott Public Relations is also a
member of Public
Relations Boutiques International™ (PRBI), an international network
of boutique public relations firms. For more information, visit www.scottpublicrelations.com.
Follow SPR on Twitter (News - Alert): @Scott_PR.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170117005046/en/
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