2.0 - That's the new buzzword in all media. Online news, magazines, blogs, social networking are all intrinsic to a PR campaign today. The sheer size of the online market, growth potential, and the global reach make it a must for any PR professional. But it also depends on the brand and the psychographics and the demographics involved. Again, TA becoming one of the most influencing factors for an overall brand campaign.
It is essential to be 'connected' in today's world and make one's presence felt. But it has to be handled with much care, from the start to finish. As a standalone, digital PR might not be able to add value (again, brand dependent). However, once it's integrated with social, search and overall digital marketing strategy, it has the potential to push the brand in the right direction.
Image Source - http://prwarrior.typepad.com/my_weblog/2010/01/crowdsourcing-the-meaning-of-social-media.html
You are right on that TA is one of the most influencing factors in a brand campaign. All companies should have a PR person who knows how to monitor social media. PR esepcially when combined with marketing and advertising can creat a big impact. Social media can be the best tool when you want to promote a brand and inform about latest trends and events(Levi's and LV are just 2 examples of using digital media).For me,digital PR is an effective way of communication that all brand companies must have!
ReplyDeleteI would agree with the idea that social media can help to create and push brand idenity but I also feel that companies only use social media to half its potentail. Social media would be a very useful tool in 2-way communication as it can faciate interaction.
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