Capabilities of a Modern Day Public Relations Agency

The world of public relations has sure changed in the last 15 years, and those enormous public relation firms in San Francisco, New York, and Los Angeles have completely reinvented themselves. For those old stodgy public relation firms which could not compete or adapt to the new Internet age, well, they are no longer with us. Everyone knows you get more bang for your buck doing online marketing, public relations, publicity, and advertising.

In today’s world it’s all about the social networking your information to go viral, and having online users adopt your brand name as part of their personality. In many regards it is the same basic strategy, but online everything happens much faster. This is not to say that old media is dead, after all, people still watch as much TV as they do spending time online. And the baby boomers are still reading newspapers, and will probably expect to do so until the day they die. No, not all the baby boomers are, many are going to tablets, E-book readers and getting much of their information online, but they still read the newspaper.

Therefore, the capabilities of a modern-day public relations agency are quite different than they once were, much is about crisis management when things are going viral and moving at lightning speed across the Internet. There is a right way to shape the conversation, and a way to get the company or corporation, politician, or nonprofit group into more hot water. It’s amazing that one blogger can take an event, and make a non-issue into a big deal. Then the mass media grabs it and puts it all over the TV. Within hours it is the sensation of the day on every station, and every syndicated news compiler website.

In fact, many public relations agencies have people who work 24/7 online scouring the Internet for any mention of the brand names they are associated with, or have contracts with corporations for. If someone is talking negative about a certain brand name then an individual gets online and posts something positive or works to defuse the situation so it doesn’t run out of control and go viral by the next morning. Also issuing an immediate statement in defense is often required.

Unfortunately, just as many bloggers are not quite as ethical as you might think, and many people posting online are cloaking their identities, so too are many public relation agency employees, and political activists trying to mold the situation in their favor for their brand name, or to promote their specific agenda. Yes, the capabilities of a modern-day public relations agency are so much different than they were 15 years ago, and I suppose over the next decade they will change to an even a greater degree. Indeed I hope you will please consider all this.

Four Ways to Use Twitter For Marketing and Public Relations

Marketing and public relations go hand in hand. As you increase your public relations, you are actually marketing yourself. Public relations means reaching out to new and more people and that is how you make yourself visible to the public. Twitter marketing ideas are available aplenty. What is important is choosing the right Twitter marketing tips to reach out and be seen.

First and foremost, you have the advantage of being able to use only 140 characters when tweeting. When it is short and simple, people tend to take more notice. No one has time to go through lengthy emails. People love to take a peek and move ahead. What you must do is use the available 140 characters wisely. Write simple but innovative stuff.

Take time to understand what your customers want. You may not be able to always give them resources from what you own yourself. But you can surely give them links to other resources that they might find useful. You will automatically gain respect and trust as someone who is not only interested in sales and money.

Be professional in your approach. Treat people with the respect that they deserve. Communicate as much as you can. Communicating does not only mean posting tweet after tweet. It also means sitting back and reading what your readers have to say and then reverting.

Appreciate where it’s due. If you like something that was written by one of your customers or readers, be lavish in your approbation. Believe me, appreciation is one of the strongest Twitter marketing tools that you can use to improve public relations. Take interest in people and they will take interest in you.

Above all, keep things simple. Let people enjoy your posts and not wait in horrified anticipation of the time when your next tweet will hit them.

How to Hire the Right Advertising Agency, Public Relations Agency Or Marketing Consultant

Much has been written about the finding and hiring the right consultants in the fields of marketing and marketing communications. There are many articles on this very subject on the web.

Over the years, I have worked with many advertising agencies, advertising consultants, marketing consultants and public relations professionals in order to grow some of my ventures. Sometimes, I have interviewed a dozen firms in order to find the right one.

Unfortunately, most of these people have promised a lot and delivered very little results.

I know a little about advertising, marketing and public relations since I taught courses on these subjects at two universities and wrote a book on this topic many years ago.

Now, when I use a marketing professional or marketing communications firm, I make them partners in my business. That is, I pay them a retainer and I give them a percentage of sales from one or perhaps several of my products.

Many firms and consultants will reject this model. They claim that sales can’t be connected to advertising, marketing or public relations efforts. If this is true, then why would any business engage in these efforts and expensive programs at all?

In my mind, they refuse to be accountable and responsible for the results they produce or don’t produce.

However, in my view this a fair to them and fair for the business owner and the entrepreneur. Once your consultant and you have a chance to grow and share in the profits, there is apt to be great synergy between you and the outside firm.

An agency or consultant who believes in you and who believes in you and in your products and services can become a valuable member of your team.

Seek out professionals who are willing to work with you in this manner. Remember, they are getting a retainer and a piece of your action. If you make money-they make money. And in fact, they can probably make much more than they make on the straight retainer arrangement if they do a good job.

So, if you are thinking of hiring a consultant or agency for help with advertising, marketing, public relations or marketing communication, look for an individual or firm who you like, who likes what you do and really believes in your venture or your company.