As a public relations agency that specializes in B2B PR and marketing for healthcare, insurance and technology companies, we talk a lot about how the practice of PR has changed in the relatively new era of digital and social media. In a previous post we discussed the value of a press release in this new media era. Today we want to illustrate the differences now to capitalize on these new opportunities and help our clients achieve their business goals. Here is a comparison of the traditional approach to the new PR. Many tactics are similar – the differences lie in how information is packaged and disseminated.

Traditional PR Program:

The agency and client identify a newsworthy topic that supports the company’s business goals and messaging. We would then:
o Write and distribute a news release via a wire service
o Pitch the media for interviews or bylined articles on the topic
o Write a thought leader article for the media
o Pitch conferences or trade shows for speaking engagements on the topic
o Arrange media coverage around these speaking events

21st Century Push/Pull PR Program:

The agency and client identify a newsworthy topic that supports the company’s business goals and messaging. Now we would:

o Write a news release that has been structured to promote search engine optimization (SEO) and increase online visibility and distribute via a wire service
o Social Media: Tweet the release, post it on the company’s Facebook and/or LinkedIn company page
o Post selected articles and interviews on the company’s websites so visitors can see them and the company’s brand gains exposure
o Self-publish bulletins or articles on the topic; circulate them to journalists, opinion leaders, etc and include a link to where these are published on company’s website to drive traffic there
o Write about the topic in the company’s blog and other appropriate sections on the website
o Connect with journalists and opinion leaders already covering this topic through their blogs
o Identify and approach other websites your customers or target audiences visit to post content and create links between sites
o Post company’s subject matter experts’ speeches on the website
o Create a short corporate video for posting on the company’s website and other social media sites such as Facebook, YouTube, etc.

As you can see, online communication has opened a myriad of opportunities and channels for B2B companies to tap for public relations and marketing to help reach a variety of constituents and grow their businesses!

We have used this program to promote our agency and have written about it in more detail in a white paper entitled “The Push/Pull Marketing Program: Proven Results for Today’s B2B Online & Social Media Driven Markets.” To obtain a copy visit the White Papers section on our website at: www.scottpublicrelations.com.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with public relations, marketing or crisis communications, contact Scott Public Relations.

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