Internet as a public relations tool

As a London-based public relations agency, one of the key missions of Curzon PR is to combine the practice of public relations with the new digital technologies and developments that are changing the way in which businesses, governments, brands and individuals are communicating with each other.

A digital agency, in the public relations sense of the phrase, is one that adapts the traditional practices of PR, such as copywriting, strategic communication, graphic design to modern digital technology. It also includes the introduction of modern practices to public relations campaigns, such as website design and development, search engine optimisation SEO , social media and much more.

The advantages of hiring a digital agency, or perhaps more accurately, a PR agency that is well versed in digital marketing and relations are numerous, but mainly boil down to the fact that communication on a global scale is possible via the internet.

One of the beauties of the internet is that it has massively broken down the physical and geographical barriers of communication and where brands previously would have to launch several different public relations campaigns in each different territory, the rise of tools such as social media, for example, means that they can now tweet to consumers all over the globe from a singular account.

The benefits of a digital agency mean that campaigns can be much more targeted to a specific and targeted audience. It is a slightly expensive, but equally powerful tool that comes with a dedicated media database, analytics dashboard, and solutions to communicate with the right prospects. Agility PR Solutions boasts of granting access to over , journalists, bloggers, and influencers from all over the world.

You can apply filters to your search results to make sure that the program only recommends those leads that are relevant to your niche industry. We think that Agility PR has enough sub-level tools to help you connect with influencers, capture coverage, and measure the results that are perfect for gauging success on multiple platforms. Brandwatch can help you to track relevant topics, social media mentions specific to your brand, share your voice, and do a lot more as compared to conventional PR tools.

The program is extremely useful for crisis communication management as it pings you if someone is doing a negative publicity stunt against your company, product, or services.

HARO is an invaluable resource that connects both sides, i. You can sign up as a journalist, or a client on behalf of your company. Send out a pitch with relevant information and an insightful story to get the attention. HARO journalists always credit their source. Price: Free plan available. Public relations tools have become the need of the hour these days. However, not all of them are worth using.

For the rest of this article, we will talk about different tools that can be very useful in promoting a client and altering their public image in some way. Some of these tools are quite old, and some of them have only become available over the last fifteen years or so. But all of them are powerful, and none should be discounted during the course of a public relations campaign. Take some time today to think a bit about what unique approaches you would use if you were put in charge of a public relations campaign.

Social media is definitely one of the most recent additions to the PR toolset. Think of it as a shiny new power tool with all the features you could ever want. If you wanted to, you could create multiple social media profiles for a small business right now, completely free of charge. From there, you could increase the following through content native to each platform.

Another PR method that has become increasingly popular over the last few years is branded content within existing TV shows. A notable example of this technique is the Vice show Most Expensivest, where host 2 Chainz simple talks to representatives of high-end companies who then get to hock their wares to a significant audience.