Thanks to online technologies, the public relations industry is evolving. GPS Public Relations has been ahead the curve and is embracing the opportunity to help businesses understand how to use these tools to achieve their goals.

FOR IMMEDIATE RELEASE

PRLog (Press Release) – Jan 09, 2011 – PR 2.0" means using a hybrid approach combining traditional PR including newspaper, TV, radio, advertising, etc. (where the goal is number of impressions), with professional social media, (where the goal is a level of engagement). This means using all methods simultaneously to interact with consumers and have a brand "conversation." Where most marketing/PR/advertising professionals used to implement a "spray and pray" method of reaching audiences-sending messages out into the masses, now the focus is on interaction, engagement and relationships.

This new media has given us a direct connection to the end user (target audience) that we never had before. It also changes the channels and the level of control brands have over brand stories.

Thanks to online technologies, the public relations industry is evolving. GPS Public Relations has been ahead the curve and is embracing the opportunity to help businesses understand how to use these tools to achieve their goals. There are lots of people who consider themselves “social media experts.” However, I don’t think that’s what most small businesses need. Instead of suggesting clients goes to one extreme or the other –all traditional PR or all social media, for example− I work with them to integrate the two. The idea is to use the right mix of tools to communicate the right message to the right audience. This approach is a bit different than what many other people offer, which has helped me carve out a niche for myself.

Previous experiences helped me understand what kind of company I wanted to create– and what I want to avoid. With GPS Public Relations, I’m focused on delivering top-notch web development, reputation management, creating strong productive client relationships, and fostering an innovative, and collaborative environment.

Of course, deciding how to manage media relations is best solved on a client-by-client basis. One organization, perhaps a more business to business focused company, might not place as much value on blogger relations as a more consumer-oriented brand, because investors are their main focus. This is nothing new; clients come in all shapes and sizes, with different end games and goals.

There are some clients who have yet to embrace social media. Likely they have not seen the value of the medium in reaching the audiences that matter to them. In this case, demonstrating they are not going at it alone is important; case studies highlighting success of other companies who have approached this medium successfully are a great tool for the PR pro. From brands such as Dell to Xerox and TiVo, many organizations are seeing real results, and your clients can too.

In the meantime, do not forget the tried and tested tactics in the gold rush to embrace social media. A well targeted, mailed communication with a journalist might just cut through the electronic clutter they deal with on a daily basis. An in-person meeting to discuss news and views over coffee adds much more depth to a relationship than a hurried phone call ever can. Picking and choosing timely and relevant methods of outreach is something that will never change in the PR profession, even if how we do it does.

Yes, the media landscape is ever-changing. Yes, the new influencers need to be recognized. More important is demonstrating to clients that a team is more than capable of handling this shift indeed is already handling it and is weaving in the new along with other existing methods. We must remember that our job is to understand a client’s goals, translate them into a strategic plan and publicize their messages in both the mainstream and social media to best effect.

Author's Bio: 

Owner of a public relations website media firm who understands public relations and professional social media and uses these tools to establish interactive, durable relationships between GPS Public Relations clients and their selected projects.