20th November 2017
The face of contemporary PR has changed dramatically. Traditional media relations is no longer the primary way to gain a lead position for opinion formers. The web is now the pre-eminent tool in public relations.
We are seeing exponential growth in people taking to the web to keep informed. Financial Marketing believes that intelligent content-driven Social Media is the new paradigm and leads to greater opportunity for influence online and offline.
It is a truism that today the best journalists follow the best Tweeters – it creates interview opportunities. It is a shop window to become a contender as a first call commentator. It is the vital link between the corporate communications agenda and the leadership voice, with agencies working collaboratively (meeting and briefing together) to ensure that messaging, brand personality and tone of voice are consistently applied. The web is the first place anyone looks to find out about you and your suitability for their requirements – be it public speaking, media interviews, recruitment to a Government Think Tank or the creation of a possible marketing partnership.
It is also the primary tool in crisis management. If an organisation has not bridged the social distance to its audiences and influencers through social media, then any crisis is now extremely tricky to control.