Reach a Wider Audience: Best practices for digital media use in public relations

A list of five best practices for digital media use in public relations. PRs are advised to "listen more than you speak" - using social media to capture the general mood, rather than broadcasting; PRs should also "be authentic" and humble when things go wrong; they should "bring the content to the consumers", creating accounts on existing social media platforms rather than just directing traffic to their official site or proprietary microsites; they should "think visually" and diversify away from the traditional press release; finally, they should not forget their own employees - with a brand's communications keeping workers in touch with executives.

Reach a Wider Audience: Best practices for digital media use in public relations

Douglas Quenqua

Over the past 15 years new media tools like email, Facebook, blogs, and Twitter have given public relations professionals more power than ever to reach audiences and manage reputations. But having shiny new tools and knowing how to use them are two different things. Here are five best practices for the use of digital media in PR:

  1. Listen more than you speak.Smart PR pros know that the value of digital media lies not in its power to broadcast their messages but in its ability...

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