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WHITE PAPER
Convergent PR:
The Best of Both Worlds
Ever since the dawn of business- world of social media PR, creating feedback, beta programs and to-business marketing, marketers a whole new public relations other online tools and tactics.have relied on traditional public discipline - "Convergent PR."relations strategies and tactics to "Web 2.0 is not about technology; enhance their overall marketing For marketers, Convergent it's about an audience shift," says communications programs. PR presents a wealth of new the blogger-in-chief of a major U.S. opportunities. It allows you to corporation, speaking to a group Those tactics have included increase online search results of marketing communications everything from press releases, for your company's name, brand professionals. "The expectations press kits and trade show support names, products and services of our audiences are changing. to proactive media relations, using keywords in PR documents. They expect dialogue, to be bylined feature articles, case Convergent PR helps drive more able to talk back. It's about histories and application stories. customers and prospects to community and collaboration."With traditional PR, the goal your Web site for product and has always been to reach your service information. It boosts Consider that 175,000 new blogs target audiences through third- brand awareness among industry are created every day. The best party "gatekeepers" - editors, "influencers" as well as the trade blogs feature well-written content reporters and writers. press. It helps you develop more and a large number of subscribers. robust one-to-one relationships And journalists' blogs - even Recently, however, the explosive with your customers. And it corporate blogs - are gaining growth of online media has changed helps position your company credibility in the social media the PR game, creating a deeper, as an industry leader. space. Also, online PR placements, richer two-way communication once viewed as "second cousins" between a marketer and its target Macro Trends Impact to traditional print placements, are audiences. Now, marketers can Convergent PR now highly valued by marketers, use social media strategies and The sea change in B-to-B PR has their customers and prospects.tactics to engage their audiences been building for several years, directly. Those tactics include press Leap Before You Lookthanks in large part to a few release optimization, online media "macro" Web 2.0 trends. For While the social media landscape monitoring and reporting, social example, in the past five years, may seem daunting, marketers media press releases, RSS feeds, the number of people involved shouldn't be afraid to dip their blogs, podcasts, webcasts and a host in a B-to-B decision has tripled. toes into Web 2.0 waters. of other emerging technologies. Today's B-to-B consumer - your Some integrated marketing customer - now works virtually, communications agencies, such as Public Relations leveraging the Web to gather Godfrey, are analyzing the latest at a Crossroad information, make important trends, building a considerable Never before has PR practice been business decisions and save time. knowledge and skill base, and so complex. and so challenging. And, according to BtoB Magazine, developing tools to implement In fact, the world of traditional there has been tremendous growth Web 2.0 strategies, including those PR is rapidly converging with the in online advertising, blogs, user that address Convergent PR.And, thanks to online savvy marketers should continue technologies, you can easily track to practice sound, fundamental the effectiveness of Convergent media relations and publicity PR tactics. Measurements include programs geared to their audiences. Web trends/analytics, blog activity, (That's traditional PR.) In addition, online surveys, traditional clip they should embrace the new and online coverage tracking and social media, geared to online reporting, and feedback from target conversations among customers, audiences (customers, prospects, prospects and influencers as well journalists, etc). Using one or as traditional trade journalists. more of those metrics will help (That's social media PR.)you realize a return on investment in Convergent PR - something Clearly, Convergent PR is the best all marketers should value. of both worlds.
Convergent PR effectiv... [download for more]
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