Measuring your PR efforts is becoming infinitely easier, thanks to the integration of big data, marketing automation platforms, and customer relationships management tools. These new offerings have helped B2B technology PR professionals create a more streamlined process for showing the ROI they provide clients.
Apple’s not exactly having a good week. First, consumers got an unpleasant surprise when they found out that the new iPhone 6 Plus bends – and not intentionally. Then, the iOS 8.0.1 locked thousands of users’ phones, making them unusable. Finally, the company’s stock has gone down roughly $23 billion since the iPhone 6 came out.
The rise of content marketing, combined with shrinking newsroom staffs, has created a golden opportunity for public relations professionals. Never before have journalists been more likely to pick up releases from the wire and run them, sometimes word-for-word, to meet their growing content demands. That doesn’t mean, however, that PR pros can throw best practices out the window and crank out five subpar releases a day.
Dozens of B2C brands have wholeheartedly embraced social media, from Oreo’s ingenious Super Bowl tweet to Michael Kors first use of native advertising on Instagram. B2B brands, however, are a bit behind the times. It’s not that they don’t understand social media (and all the power that comes with it), it’s just that their brands aren’t always as consumer-friendly as retailers or food brands.
Press releases have long been the go-to resource for public relations professionals to generate media interest in their clients. The introduction of the digital age saw releases gain another use – improving your online presence. This includes anything from linking back to your site to boosting your company in the search engine rankings to increasing brand awareness.