For every brand, building their reputation is on the top of their agenda. It not only increases the voice and consumer awareness of a brand, but also gives it an identity and worth. However, creating and maintaining good public reputation is a complex and a continuous process. Without effective PR it is not going to be easy to get the attention of your target audience. PR can drive brand awareness, introduce you to new prospects and customers and amplify your core brand message.
The Indian PR Industry, until a few years ago was just about media relations and keeping the press in the good books. However, with the growth of social media, traditional PR is taking a new avatar and has given birth to online PR. Online PR encompasses social media, influencer marketing and traditional PR.
People have always said things about brands and with the advent of social media; there is another platform out there to talk about your product or company. The biggest boon and bane of this platform is the viral nature of it. If someone mentions your brand on any of the social media platform, it is easy for people to take notice and the word spreads. If your company is not participating in social media today, it’s missing an opportunity to spread its message and missing a valuable opportunity to build the brand.
Twitter and Facebook are great PR tools and is an ideal place to update consumers about what is going on with the brand. It’s really easy to post a link to something in Twitter, so keep people are informed about any news, blog articles, and conferences that your brand is a part of. A good idea is to post articles on other websites that are relevant to your business, like a customer success story or other PR coverage. If you have other content that is appealing to your audience like a free webinar, post links to those too. Most journalists are also on twitter and they turn to Twitter to research their stories. Also, monitor tweets from journalists who frequently post when they’re looking for a source.
PR is about anticipation of public opinion that might impact the future of an organization. So it is essential to monitor the web. Here are two tools that will aid in it:
Google alerts will let you monitor the web and offer content change detection and notification service. It sends emails to the user when it finds new results from the web pages, newspaper articles, blogs etc that matched the users search terms.
Hootsuite is social media management software that is extremely helpful in brand management. It supports social network integrations for Twitter, Facebook, LinkedIn, Google+, Foursquare, WordPress, Instagram MailChimp, Reddit, Storify, Tumblr, Vimeo and YouTube. It lets you manage all your social networks and schedule messages for future publishing. You can also track how well your social media efforts are being received and modify your social media plan accordingly.
Collaborate with influencers
Word-of-mouth advertising has always been the most powerful tool and influencer marketing is no different. No matter who your audience is, you should use influencers to earn credibility. When you engage with influencers to market your brand, they talk about your brand on social media channels like Facebook, Twitter or on their blogs, which impacts the purchase decision of their followers. When an influencer’s content style, audience and aesthetic is well aligned and respected by a brand, content collaborations can become a very powerful PR and marketing tool for your company.
Using influencers to blog about your brand and product has become a powerful tool, which can be a great PR for you and your brand. Brands should also make sure the content is not one sided, this is where influencers come in. It can not only create traffic to your website but also is a good way to engage with your customers. Blogging is cost effective and has a potential to go viral as well. People tweet and share good blog posts, and may do that with a blog review of your brand. So make sure you include blogging as part of your PR strategy. Once you start writing blogs, make sure you amplify the content to get better mileage.
There are plenty of tools to identify influencers and bloggers. Here are the most interesting tools, which works well for campaigns.
Our Influencer marketing platform has more than 10,000 influencers listed in its platform. The platform offers brand influencers across a wide range of categories such as lifestyle, fashion, sports, travel, healthcare, food, parenting, technology, etc.
Tracking and identifying the right influencers for your brand
Campaign ideation and Influencer engagement
Customized Campaign Analytics and Tracking reports
Content marketing and amplification
Strong influencer network for the Indian market
The following are some of the parameters that are taken into considerations while identifying influencers
Moz Domain Authority– This is a score developed by Moz that predicts how well a website will rank on search engines. Reach in Social channels – This will include page likes on Facebook, followers on Twitter, Google+ and YouTube. Estimated traffic from similar web – This tool provides user engagement statistics for websites.
Indiblogger is a platform that hosts network of Indian blogs and bloggers and has a directory search by blogger, city and tags. It is one of the oldest platforms and it ranks the bloggers so that it will be easy for a brand to identify and engage with their customers. The only limitation is that it only looks at bloggers and not other digital influencers like YouTube Vloggers, Twitter Influencers, Instagram Influencers etc
While online PR is part of every brands strategy, you cannot leave out traditional PR out of the mix. Any newsworthy information needs to be leveraged and publicized. Whether it is a new product launch or any corporate announcement, it is a good idea to share a press release with the media. Here are a few tools that will help you disseminate press release and gain coverage in both traditional media and new media.
PR Newswire is a news agency, which enable marketers to leverage content to engage with all their key audiences. With PR Newswire, you can distribute the press release to the right target audience and offers accurate targeting, monitoring and measurement tools that help you drive campaign results. You can see an example of a press release given by us on the Influencer Marketing Trends in India.
It is the best platform for corporate news distribution and distributes not only text press releases but also your multimedia releases. Once you submit your press release with them, it is published across 7000+ news and media outlets around the world. You can see an example of a press release given by us on the Influencer Marketing Trends in India.
PRWeb is a press release distribution service through which you can create a buzz and in the media and increase visibility. Press releases published by PRWeb are distributed through news sites and appear in search engine results, letting businesses to distribute news directly to the customers.
Help a Reporter Out is an online service set up to help journalists quickly identify their source and get feedback from them. Through HARO, journalists can connect with the sources directly and obtain information to complete their story. The tool also provides daily opportunities for sources to secure valuable media coverage.
Pitchengine is a content creation tool for publishing marketing messages. They help brands connect with the right audience through content and provide brands and agencies with robust content creation and management software.
Top 9 Online PR tools in India
Influencer is rated as the Top Online PR Tool. in India. An Influencer Marketing Platform, signup and engage with bloggers for Online PR in India.
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