Notes

The Changing Contours of PR
The way that people consume news has completely altered since the advent of social media. From being the main 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 in real time mostly from social media websites like Facebook and Twitter. The primacy of traditional media is therefore fading before our eyes.

Regarding Additional info 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. However in as far as the urban centres are worried online and social media marketing are beginning to rule the roost like elsewhere on the planet. With a gargantuan telecom subscriber base of 933 million, 117 million which are smartphone users the reach of online and social media is not to be scoffed at. Internet connectivity all together can be acquired to a mammoth 300 million Indians.

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

Rather than continue doing things the old way, PR practitioners should educate their clients about the benefits of online and social PR. Online news portal journalists and bloggers aren't only more approachable, but in many cases better able to understand the nuances of the story and are in a position to render it better. Besides they always reach the right target audience. The ultimate PR vehicles in my opinion are social media making use of their enormous reach that may 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 main element to leveraging these media lies not in cultivating indifferent and sometimes ignorant journalists, however in the ability to create and post relevant content with respect to the clients.

This makes the task of the PR practitioners much less thankless, and they no longer have to simultaneously contend with capricious clients and journalists. Social Media PR requires the regular creation of germane content, targeted with precision at the right target audience. There are tools that enable you to post simultaneously and quickly on multiple sites, while others help you supply the posts a boost. The results are quick ahead and can be easily tracked and analyzed.

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