Content is complementing media relations


PR and media relationships have evolved in the era of digital. Previously, strong media relations were important for PR agencies to get a footing with clients.

In the digital media world, the skills for PR and communications require familiarity with online conversations. It’s more about getting the right brand message delivered across channels rather than just media relations.

PR must also monitor social conversations and brand advocacy by customers online along with looking at publications and media relations to set the right context for the brand. The entire communication funnel has now become a pipe going both ways.

A Twitter Chat was organized by Adgully, on Friday, June 25, 2021, on ‘Decoding the PR-Media equation in the digital first world’.

The discussion was attended by:

Aman Gupta, Managing Partner, Asia-Pacific, EMEA, SPAG

Naina Aggarwal Ahuja, Founder, Talking Point Communications and Trustee, Dr. KK’s HCFI

Paromita Ghosh, Director, Candid Communication

Radha Radhakrishnan, Global Head – Corporate Communications, Wipro

Stuti Jalan, Founder, Crosshairs Communications 

Paromita Ghosh said, “Digital PR is an online marketing strategy used by influencers and businesses to send online press releases to gain backlinks on social media and increase their online presence. Digital PR agencies connect with journalists, bloggers, influencers, and mentions and improve their SEO.”

She further said, “Digital PR success comes with all the traditional PR way of working, in addition to benefits such as improved brand awareness, increased consumer trust, and spikes in consumer interest around the time when new campaigns are launched.”

 “PR agencies need to digitalize – if they’re working for a product and lifestyle brand, then follow the right media and influencer accounts on Instagram. Follow the opinion-makers from media on Twitter, And for corporate brands, engage through LinkedIn,” said Stuti Jalan.

Aman Gupta commented, “It is important to implement storytelling via different media formats. Our focus was always on creating 360-degree campaigns. That’s the only way ahead.”

Radha Radhakishan also added, “Customising messages to make it relevant to a particular media is also important. While media relations is one side of the coin, content is the other side. Agencies need to focus more on content strategy and management.”

Naina Agarwal said, “The importance of a strong storyline needs to be reinforced right from the start. Everyone needs to ask – will it be an interesting story to tell and if not, how can I make it relevant?”

Ghosh also commented, “PR has to look beyond press releases as effective storytelling is about creating an impact through content. Traditional PR theory focuses mainly on press releases and press conferences. Digital PR offers a variety of options which includes listicles, meme marketing, gifting, branded content thought leadership blogs and organic influencer engagement.”

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