Today's growing number of PR agencies have demonstrated a key move towards understanding the shift from traditional PR practices to more pro-active approaches as a result of the advent of social media. In fact, the guiding norm being followed is that to remain relevant, one has to evolve into something more than it used to be. One fine example of this premise was the practice of PR firms of relying on their media contacts to get good media coverage. Today, press coverage still remains an integral point in helping build a company's credibility and brand, but it is no longer the valued tactic that it used to be.
PR agencies should now understand the basic rule of surviving across the continuously changing digital media landscape-- provide clients with a means to make sense of traditional media in the context of a social and online media world. To do this, the PR agency should take on the role of being content developers, publishers, online marketers and real time media masters.
These firms have to wear many hats in order to meet the demands and requirements of their clients. Some of these roles will include;
1. Knowledge and Research: PR agencies have access to media databases, which are made up of contacts that they have developed over the years. These firms have the knowledge to help you navigate the changing marketing world better than any other profession because they are truly at the forefront of changing communication strategies today.
2. Strategic Partner: Businesses should consider their hired PR firms as their strategic ally—capitalizing on the advice, knowledge and expertise shared with them in the efforts to key in more growth and revenue. An example of building on this partnership is when a PR firm helps a business set up a blog. As partners, both parties should be collaborating on what posts to write and content to publish.
3. Content Developers: PR agencies are usually staffed with experience writers who have had extensive journalistic training. The best thing to do here is to make the most out of this by letting them develop key content for your business. These experts can help you manage your blog, e-newsletters, website copy, articles and more.
4. Booster: Utilizing the services of a PR firm can immediately give you the boost you need in positioning yourself across social media platforms. These firms can facilitate mentions of your company or brand across social sites like blogs, Twitter, Facebook and the like. The best advice to take is not to do it yourself but have the experts help you out in terms of positioning in the social media realm.