By identifying clients’ most influential media, networks, associations or individuals and connecting them directly with their greatest potential advocates will help to build brand reputation. Having strong personal networks and mixing traditional vehicles such as the media, with social media relations, online PR, SEO PR, networking and event management can be very effective in this digital age.

With the variability of clients approaching PR companies in today’s climate, including blue chip high profile brands and fast growing start up digital SMEs and dotcoms – PR companies need to gain knowledge and experience in traditional and digital PR.

PR agencies that are able to fully embrace shifts in the traditional PR functions, and become successfully involved with online communities and online channels such as social networking, blogs and search will be at the forefront of their industry. These agencies can represent brands and deliver results over other agencies that are ignoring social media with tactics and without a full understanding of today’s demands.

Online is moving away from its roots in technology and content and context are driving search rankings, customer influence, and word of mouth. PR officers’ skills are at the heart of managing a brand and its reputation and it should be the same online.

Redefining PR, with a thorough knowledge of the industry and stakeholders, companies are able to connect and challenge clients, partners, journalists and associations while basing their strategic consultancy and delivery on creativity and business understanding.

This increase and demand for a technological driven future has provided PR officers with tools to make it easier for journalists and the media to cover their clients’ news.
RSS and blogs for example, provide excellent channels.

Linsey Bholah
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