Think about the old-school public relations agent pitching stories to get ink on their clients’ latest and greatest. With the right connections, a reasonable story and a nudge-nudge-wink-wink that advertising purchasing doesn’t impact positive editorial coverage, that old school agent might have secured a whole lot of ink.
Things have changed. And, for the better. With content being everything in the digital age, publishers are screaming for great material. They will often print it verbatim, if it’s done really well and not too shameless in its objectives, as it saves them the cost of hiring a writer to research and write the piece.
PR is a highly credible form of promotion. It’s not viewed skeptically as paid advertising, it can often offer much more depth of information than an advertisement and best of all it can go viral if picked up by other media outlets or publishers.
We’ve been doing more and more digital PR of late for our clients to capitalize on the market’s desire for information. We have one publisher in the IT space that loves the content we create for our clients so much that they asked “does Clever Samurai have any other IT clients that we can include?” Yes, things have changed. The publishers are now pitching us.
With good quality digital PR content (that’s quality vs. quantity), loaded with keywords and links to owned digital assets, companies can create a sustainable and cost-effective manner of marketing that augments other communication methods.