Most public relations offices know of the rapid growth in using social media and other online resources for publicizing and for publicity for their companies. Nonetheless it has been a slow transition from print news to digital news.
Social media, SEO, and online newsrooms are all new resources that public relations offices around the world are reviewing and are trying to find ways to implement in the best interest of their companies.
There is help available for those struggling with decisions on the where, what, when, and how of using social media and it comes from a resource many are already familiar with: commercial newswires.
A Newswire Specializing in Digital
The third largest and fastest growing commercial newswire, Marketwire has the experience and expertise in SEO, social media and Web 2.0 and is prepared to help public relations offices upgrade to digital.
According to Thom Brodeur, senior vice president global strategy and development for Marketwire, “We are a pioneer in the social media and SEO fronts among commercial newswires. We are the first to introduce products in those segments.”
Brodeur continued, “We have nearly 10,000 clients around the world. We take a consultative role and help clients map the best strategy.”
The company, even in this mixed economy, is expected to grow by “double digits” according to Brodeur. That growth is largely being driven by “all things social media and online communications."
Importance of Online Communications
Faster and broader distribution is just one of the many reasons online news posting is fast becoming the norm.
Brodeur believes, “Companies have awakened to the value of messaging their brands online. With online media, a story can hit hours or sometimes minutes after it crosses the newswire where in traditional print or broadcast the story can take up to days if not weeks.”
Growth Rates
Marketwire believes that roughly 10 percent of the market is currently using social media tools. That is expected to quadruple over the next three years with rapidly changing consumer behavior, trends and consumption patterns.
Online communications will make the public relations outreach more transparent by making a direct connection to people the company wants to engage. Online communications is also making an impact with investor relations.
“IR practioners are starting to see the invisible glass wall come down. Communications professionals across the board including IR, PR and Corporate Communications will have to work even more closely with social media and online communications tools and not exclusivley rely on the traditional media partnerships they've developed over the years,” said Brodeur.
Implementing Social Media
With so many online tools being introduced so quickly, it is difficult to cut through the clutter and get to the important job of communicating with clients, vendors, investors, supporters, and of course journalists.
Brodeur believes that because Marketwire has been working in online communications and social media and has weathered the rough waters and learned from mistakes, they are in a good position to help companies implement social media strategies.
Strategy for Online Communications Transition
Online communication resources are growing and are not going away anytime soon. Public relations must transition or get left behind.
Sometimes all it really takes to get started is to build a good strategy. The best strategy of all is to find one central resource that can put all of the online communications components together in place.
Working with companies that have the experience and know the tools can help save frustration, can initiate putting company news online where it needs to be, and help produce the greatest returns.
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