The New Rules of PR

The New Rules of PR

Although Traditional PR and the third party ink will always remain highly important for any given business until the newspapers go out of print, yet adopting the newer form of PR approaches has become inevitable.  The online world has grown as never before and being invisible on the digital platform may make you invisible to opportunities.  
The concept of making other influencing channels talk about you to derive benefit for your brand image is core methodology of PR, but the tactics to achieve this have changed. The role of the journalists has been taken over by bloggers and influencers. Subject matter expects are the new luminaries. And this modern trend has been capitalized upon well by smart marketers. 
It is probably very wise to say that a lot of businesses have an online presence, but is that presence really worthwhile? Unless, the mediums are used well, and strategies are conceived properly, no benefits can be sought from this presence. The presence of you company on the web can be viewed from three angles; Owned Media, Earned Media and the Paid Media.  Out of these three, the Earned Media is what we are more interested in from the PR perspective. 
After you set up your digital destinations across channels, which forms your owned media, it is not of use unless people are directed to it. Search engines play an important role in getting traffic, but to really make an appeal to the consumer, something different is needed. The audience will not listen to you speak about yourself. People would need other bloggers, influencers and critics speak about you. Now to motivate them is the real deal!
Your Public Relations activities should revolve around strategizing communications that would interest bloggers and influencers who are not interested in cold e-mailed press releases pitching to cover your brands and products.   Bloggers often times do not write about what doesn’t interest them, so unless you are able to create that interest and sensation around your company or events, modern day PR might not be your cup of tea. In that case most of the marketers cover their inefficiency by asking influencers and bloggers to cover them by paying hefty amounts of money, and in such cases it is not PR despite getting a 3rd party endorser. 

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The Colors of Brands

Last week while going down through my LinkedIn profile, I found an informative post by Oglivy. The post was about brands and colors. It associated different colors that brands have used over a period of time, to the creation of certain feelings around them. I wondered if that really was the case. For me personally, brand is a perception on its own. Whatever associates with it, is associated with the initial feelings about the brand. So, feelings about the brands may not be influenced by the colors, but the feelings about a certain color may be changed or rather manipulated by their association with these brands. 

Well, my perception about the brand might not be as is yours, but there is a certain general perception that would be very similar. With this in mind, I would agree with the post to some extent and say that, yes to a certain degree a color may influence a brand image. For me products make and crush brands and products create the feel of a brand.  Well whatever be the case; let’s see what Oligvy believe are the colors that are used for creating certain emotions.



Red: They are used by brands to create a sense of urgency. Brands that want to present them as powerful, passionate and exciting use this color.

Blue: Calm, honest, caring, trustworthy and logical are the strings attached to this color. Brands seem to have capitalized well on the feelings it pushes forth.

Yellow: When a brand is fun, friendly, optimistic and confident, they opt for the color yellow. It is also used to grab attention or to warn.

Green:  It is shown to portray youthfulness, refreshment, care for the environment, and growth. Sometimes it is also used as a call to action.

Orange: Do you want to energize your audience, go orange! It is also used to create a sense of haste and seem affordable.

Pink: From sweetness to sexiness, you can depict various emotions all depending on the shade used.


Brown: It depicts warmth and dependability.

Purple: Create feelings of warmth, richness, luxury, creativity as well as producing nostalgic feelings.

Black: This signifies luxury, exclusivity, sophistication, authority and encourages impulse based purchases.


White: Constantly used to signify purity, cleanliness, simplicity and freedom.

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Why Social Media Marketing?

To some marketers, Social Media Marketingis just a buzzword with no significant meaning. But there are those out there, who after noticing the benefits of SMM clearly suggest it to be one of the most important tools in the current day marketing. Although, many pundits suggest that this craze for Social Media Marketing would die out soon, but till that happens, marketers are spending nights thinking of how to make their Social Media appeal more powerful.




As per Hubspot, 92% of marketers out there thought that Social Media Marketing was important and 80% of them said that Social Media was able to increase the website clicks by 80%. Although, these statistics suggest an obvious potential in using Social Media as a marketing tool, but many marketers do not completely understand its benefits. Some very well-known but neglected benefits are compiled below:

1.     Inbound Traffic: With no use of social media, your inbound traffic is restricted to people who already know you or your brand and unless you are Apple or Adidas, not many would be familiar with you. Every media profile and each post that you make with a link to your company website may lead to 100’s of new visitors to your website. Not only will it be a mere increase in traffic, but it can lead to a massive increase in customers through lead generation. Digital Marketing 

2.     Marketing Costs: As per HubSpot, 84% marketers discovered that working for 6 hours per week on gives a significant increase in the traffic to your website. Advertisement options on Twitter and Facebook are also cheap, so you would always be within your budget.

3.     Customer Insights: With increased interactions on Social Media, your knowledge of your customer’s tastes and perceptions gets bigger. This indeed helps you in targeting them better.

4.     Brand Loyalty: Although of very uncommon knowledge, yet Social Media does lead to an increased Brand Loyalty. According to a research done by Convince and Convert, around 53% of customers who follow a brand remain loyal to it. 

Hence, Social Media Marketing gives a lot of opportunities only if you know how to use this tool effectively.  

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Why Should You Choose a Translation Agency?

A translation agency provides translation services. This term is often used interchangeably with translation company or localization agency. A translation agency provides translation services and manages translation projects for clients. Some translation agencies may also provide interpreters, multilingual desktop publishing (DTP) and other language related services such as website translation and software translation.



Reasons:-

·Efficient Work: You don’t have to take long-term risks of hiring employees, workflows, upfront investments as well as tools. Rather, you can leverage all your energies towards improving all kinds of products, services as well as your market shares. Through the help of professional linguists the work will become flexible as well as the output will be much faster compared to the in -house team deployed by any organisation.

·Consistency: The challenge of the language support consistency too can be managed with the help of the language translation firms. As a company, the employees and team will often change and leave thus creating a question of the calibre and performance of work. The consistency level is often different from one person to another person. In this case, one might find problems in the use of language. It will be very confusing for the customers to adapt the change.

·Language specialisation: Expertise in translating into and from one specific language. In a translation company there is a huge team of translators who are well versed in different languages and have significant experience of working with different languages and industries.

·Reliability: With translators you are dubious of the quality you will receive and you also have to go through a rigorous selection procedure to ensure you are picking the right person. This may require a huge investment in time and resources. Working with a translation agency is easier because you do not have to spend additional time searching for the right translator and you also do not have the uncertainty of the quality of work.

·         Saves Time and Offer Security: What is most important is the delivery of the projects on time. Through hiring a professional translation agency all your work will be carried out in proper time. As soon as the project is started these agencies will align their translators to work in coordination and deliver the work within the given deadlines.

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Public Relations in 2006 and Now

Businesses which are failed to impress target audiences should review their Marketing and Public Relations (PR) activities. The only thing constant in this world is ‘Change’ and PR is also changing rapidly with the ongoing advancements in the world of marketing and brand development. PR in 2016 is drastically different than the PR of 2006. That’s why, top PR agencies in India and abroad are making great efforts to revamp and re-engineer their services and work tactics.

Today social media is the high-speed vehicle for the digital PR that’s fuelled by super content and driven by the growth-hackers on a digital track, straight and break-free. Digital Marketing is the turning-point of public relations growth in the realm of unconventional marketing and branding. And, it is the power of content that pushes PR in both traditional and digital format. Strategic, interactive, stimulating, engaging, and effective content is the catalyst of every marketing campaign. Creative content rules the world and gone are the days when people were not annoyed by the clichés and uncreative jargons. Right from the birth of a brand to its growth and maturity, the content creator should be creative enough to weave the story of a brand. Story attracts people but boring details distract the target customers. Now PR agencies can create a buzz using all types of communication media and content types in a variety of media vehicles. 
Integrity in communication depicts strength and coordination and no doubt PR is heading towards the absolute integration of print, electronic and digital media. Hence, for a successful campaign there should be a uniformity in all the messages irrespective of the media or marketing vehicle. Whether it is the promotion of a brand on social media or participation of the same in an exhibition, its theme must remain same yet unique. In the nutshell, the content must have the freshness of ideas but it should be weaved very strategically that campaign on print media must support the campaign on social media or electronics.
The world is evolving at the speed of light, but there are many organisations still stuck in the traditional PR format for branding and image building. Yes, it is absolutely true that media relations play a vital role in effective PR propositions, but it is not the be all and end all of PR in the modern contest. Those who are recognising changes are benefiting from the revolutionized PR models in the digital age. The new model of PR is armed with right weapons of social media and mobile applications such as blogs, online forums, discussions, online gaming, video releases and many.

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