Times are changing….fast.
‘Digital PR’ is no longer just the way to describe an online social presence and the impact it has on SEO.
It’s now the means by which agencies and freelancers are having to adapt to the traditional world of PR in engaging with journalists on behalf of their clients.
For two simple reasons. Affordability and efficiencies.
Sure, there will always be a place for costly smooching of journalists to entice them to allocate their column inches to their high budget clients.
But SME’s are progressively being driven away from the phrase ‘high budget’, and the medium and small markets are no longer easy picking.
The appeal of online social with the ability to self-serve at low cost is compelling for those clients being forced to cut costs. To maintain its position, traditional PR has to adapt to meet the challenge.
The challenge has two perspectives.
Matching the RoI of price driven competing social platforms and accepting the necessity to move to available technology platforms enabling PR consultants to deliver their traditional services in a digital way.
It’s not all bad news though.
Technology platforms, like PRCA partner JournoLink, are highly affordable and bring efficiencies that mean consultants can both manage a larger client base, and reduce their cost to serve, which in turn permits them to lower their fee rates.
In doing so retention of even budget pressed clients is made easier, but equally valuable is the opportunity to attract new clients who at pre digital fee rates could not justify engaging PR support.
Consider this too. The same driver that has hit budgets is compelling businesses to focus on their brand presence in achieving their sales growth. And at a time when confidence in the quality of social comment is at its lowest ebb, the trust that comes with properly diligenced traditional media articles has never been more important to even the smallest of businesses.
The pressure is on the providers of the digital solutions too though, which is equally good news for PR consultants. They too have to prove their worth.
Gone are the days when justifying the cost of a digital platform relied upon a long menu of little used embedded services and platform complexities. And gone are the days of inflexible 12 months minimum commitments.
Today’s focus is on ease of use, relevance, dexterity and affordability.
Times are changing, and the choice for PR consultants is stark. Change or be squeezed out.
Check out the details of the PRCA/JournoLink partnership.