Having worked both with industry pros who have been in business for over 15 years as well as the new generation of marketing and PR professionals, I have been privy to the difference in approach that both brings to the table. When creating a Marketing and PR strategy, it is important to integrate both approaches to get the most out of your efforts.
Here are a few things that I learned from the seasoned pros:
- While we don’t have to worry about sending a individual faxes to newsrooms and media contacts across the country anymore, personalization goes a long way.
- Face to face PR is still the best way of reaching media, influencers, clients, and consumers.
- Direct Mail campaigns aren’t dead. You can make yourself stand out from the crowd with a unique offering or media kit.
- If you don’t like what people are saying, then change the narrative. Marketing and PR is all about storytelling, and your story as a brand says a lot about you.
Here are a few things that I have learned as PR has evolved and from the new generation:
- Rocking the boat is always more fun even if it is a bit controversial.
- There is generally a “life hack” for everything. (It’s true)
- Attention spans have shortened, so the more visuals you can put in your content the better.
- Social media shouldn’t exist on its own, it should highlight everything that is going on in a campaign or with a brand.
Generally, here are some rules to live by as you approach your Marketing & PR strategy both from an Old School and a New School perspective:
- Whatever you are doing, you are communicating with other humans, so face to face and personalization are key whenever you can fit it in.
- Your strategy should be based on telling your story whether using digital or traditional tactics.
- With instant communication and the hope of “going viral” comes the possibility of instant mistakes that go viral. Prepare yourself with a good crisis plan.
- Learn who the influencers are both in traditional print/broadcast media as well as digital publications and bloggers.
- Integrate your social and experiential tactics. You never really own a hashtag, but it doesn’t hurt to create one to manage the flow of conversation about your campaign!
- Content is key. Whether you are creating a video to post online or you are handing out a flyer on the street, it needs to engage your audience.
- Don’t shy away from doing an event. It is a great way to interact with your audience as well as influencers.