So many people over the years have asked me “What exactly is PR?  And what part does it play in marketing a company – large or small?”

It used to be an easy question! It’s Public Relations; it is talking and relating to your public.  Sometimes, it’s Press Relations though; it is talking and relating to your printed press friends.

And yes, today, I guess it means the same – but the expanse of communications channels and disciplines available today makes the PR picture quite busy! 

For me, this world has given rise to two distinct ways of working if you are looking at initiating or optimising PR and marketing; you can look for full, all-in service agencies who seem to be able to offer everything; or you look for the specialists (SEO, media, social media, website, event….the list is endless) and build your own friendly partnerships. This is the certainly the way to go in my humble opinion; after all, the “Master of None” label is something we have always wanted to avoid!  Equally, we are all more “human” in business now – we want to work with individuals who know what they are doing, will be a business partner/friend and will be around for a while!

So, onto being a media, copywriting specialist today – and why is it still important. 

Words and images, and videos, are still at the heart of how we communicate – this has been the case since the beginning of time almost. You, or your “PR, media, copy” people have spent energy and imagination producing exciting words and videos and images about your business, so take the time to place it and share it. Whether that’s amongst the local media or further afield, today’s communications channels offer a great opportunity for companies to spread the word. And the overriding key in support of PR is that journalists are independent; it’s not you saying how wonderful you are in a digital or printed publication, or starting the conversation on Facebook or LinkedIn – it’s the journalist!

 One piece of copy fodder can be adapted many times over, of course, so it’s a win-win budget and time wise; the key is making it relevant to the audience you want to target. Local words and local journalists will want it written differently to that which is needed for your social channels or news page on your website, for example.

Vehicles for targeting your key audience with words include online and printed editorial in leading publications, your social media channels, industry and journal social media channels, your website, digital newsletters, blogs, exhibition and roadshow material……….the list goes on.

Whether its business or product news, or people news, or opinions and musings, be sure to spread the word!  Share links to where the content has been posted by online media. Interact with other people who may have shared the content. With social media becoming a part of everyone’s daily lives, it makes sense to make it a part of business. Utilise the channels you have, and sign up for more if you find a platform or publication that your customers are using and your business isn’t.

Offering industry or local insights is a great way to get your brand known. If you’ve worked in the area or industry for years, let that be known! You’ll know all the tips and tricks of the trade. Even if you don’t feel like you know everything yet, you’ll still have opinions and experiences that can be shared. Customers and colleagues will remember this and it’ll help establish a personality to the brand.

Taylor Alden’s team of writers can help you to tell your story; we have been developing content and assisting brands with all things marketing for many years. For further info, visit www.tayloralden.co.uk