There will always be a need for Marketing.
There will always be a need for Public Relations.
The fundamental principles and basic tools remain relevant and crucial. It’s all about adapting them and understanding how to make them work for you.
Organizations will need to continue, as they have since the establishment of commerce, to educate and inform their customers about the product, what it is, what is does, how it works, and, most importantly how it meets the users needs.
Yes, social platforms, social media and the World Wide Web have radically changed how we seek and consume information.
Power has shifted to the purchaser/user.
As I’ve said repeatedly, the pendulum of power has swung in the favour of the people purchasing and using the products. Their role is more active than ever, as they seek and take control of their needs for information: when they want it; how they want it, when they want it.
Long gone are the days where customers passively sat on the couch in front of the TV or with a magazine being served the information Brand Advertisers wanted them to see. Information based on psychographics, demographics identifying the target users so the reach was appropriate, but little attention was paid to tailoring the message.
This makes the challenge of reaching customers both much more complex and that much easier. It has resulted in a communication strategy shift from hard sell to meaningful, compelling story-telling with the target group at the heart of the story, a crucial participant.
It means getting the information to them via the most appropriate channel, when it is most relevant and communicated in a manner that is meaningful/helpful/useful.
What is unchanged is the basic need for information.
It is more important than ever to consider the opportunities for sharing information.
There are many vehicles, and each has advantages and constraints. To be effective, marketers/communicators must use multiple channels, with a basic, consistent message subtly tailored for each different audience.
One of the vehicles, frequently overlooked but as useful as ever, continues to be the press release.
The news release is the fundamental information created and vetted by the disseminating organization and remains the official and formal means of fair disclosure.
Research* indicates news releases remain the most credible source of news for reporters and journalists. The information they contain has been crafted and vetted for accuracy by the owner of the news.
So, while as Sarah Marshall The Wall Street Journal’s social media editor for Europe, Middle East and Africa says, “Social media has become intertwined with the processes of how we gather and distribute stories.”
It doesn’t eliminate the need for traditional marketing and communication tools like press releases. Press releases contain the basic message. A great starting point.
*Source: The State of Journalism in 2011 Oriella PR Network Digital Journalism Study