Notes

The Changing Contours of PR
The way that people consume news has completely altered because the advent of social media marketing. From being the primary way to obtain news and considered opinion, conventional media comprising of newspapers, magazines, television and radio are actually referred to following the news has been consumed online instantly mostly from social media marketing websites like Facebook and Twitter. The primacy of traditional media is t here fore fading right before our eyes.

Regarding India things certainly are a little different in that the growth of literacy associated with the growth of buying power has seen an explosive growth in vernacular print media. Yet, in as far as the urban centres are concerned online and social media are beginning to rule the roost like elsewhere on the globe. With a gargantuan telecom subscriber base of 933 million, 117 million which are smart phone users the reach of online and social media marketing is not to be scoffed at. Internet connectivity all together is available to a mammoth 300 million Indians.

However it seems that Indian PR practitioners are yet to awaken and smell the coffee for the reason that they still deploy the majority of their resources in chasing journalists representing traditional media. With bottom line pressures buffeting much of the original media outlets, objectivity and a professional method of news inputs is fairly often nearly visible. Just how many traditional journalists care to attend press conferences these days? Besides even yet in the case of 1 on ones and interactions there is no guarantee that story will see the light of the day.

Rather than continue doing things the old way, PR practitioners should educate their clients about the advantages of online and social PR. Online news portal journalists and bloggers are generally not only more approachable, but in many cases better able to understand the nuances of the story and so are able to render it better. Besides they always reach the proper target audience. The best PR vehicles in my opinion are social media making use of their enormous reach which might be targeted with infinite precision.

There are always a whopping 112 million Facebook users in India, 33 million Twitter users, 26 million LinkedIn users, and 5.5 million people on Pinterest. The circulation and readership figures of most newspapers and magazines are almost puny compared. The key to leveraging these media lies not in cultivating indifferent and sometimes ignorant journalists, but in the ability to create and post relevant content with respect to the clients.

This makes the duty of the PR practitioners much less thankless, and they no longer have to simultaneously cope with capricious clients and journalists. SOCIAL MEDIA MARKETING PR requires the regular creation of germane content, targeted with precision at the right target audience. You can find tools that let you post simultaneously and quickly on multiple sites, while others help you supply the posts a boost. The results are quick ahead and will be easily tracked and analyzed.

This kind of outreach is far more dynamic and lets the client interact with their market in real-time and in a manner that is personal and intimate. In comparison the outreach obtained by traditional media is quite vague and dispersed and one has no idea how the target audience perceive the message. Online PR is truly the not distant future.
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