Importance of Personalization in Today’s Market

 

Over the last few decades, the world has changed a lot. It has evolved a lot with time. And just like every other aspect, the marketing world is also a field that has evolved and changed over time. Whether we talk about the needs and wants of the consumers, the tools available for the brands to experiment with, the expectations that consumers tend to have with the brands, all of these have evolved with time. One thing that consumers have been wanting more and more is personalization. Consumers no longer want to be seen as a part of a crowd. They want to be treated in a personalized manner. So why is the concept of personalization so important in today’s market? Let’s discuss that in detail.

Expectations have evolved

One of the primary reasons personalization has become more and more important is that the consumers have evolved. As we had discussed before, with time and more tools, the expectations consumers have from brands have evolved. Consumers want to be treated like there are special to the brand. Otherwise, they will be targeted by the brand with almost an identical message on all available platforms. Hence, brands need to change as the consumers have to.

Increased Competition

In a market with little to no product differentiation left, along with a new brand coming in every other day, brands need to find new and exciting ways to compete with their competitors. Brands nowadays have to fight for the attention of the consumer. Consumers are bombarded with ads, campaigns, and brand names. Standing out in the eyes of the consumer is a tough task nowadays. One way through which brands can do that is by personalization. When consumers see a personalized approach and intervention, it is more likely to grab their attention. They are more likely to remember the brand.

Increase in sales

This one is another one of the important reasons why personalization is so important today. Researches and reports over the years have shown how personalization has led to an increase in sales and revenue. At the end of the day, the consumers can often make or break a brand. If a consumer is satisfied and content with the brand’s service, they are more likely to suggest it to others too. This will eventually lead to higher sales and better overall performance of the brand.

Customer retention

Customer retention, as the term suggests, is about whether or not a brand is able to retain its consumers for long. If a consumer has had a good and satisfying experience with the brand, they are more likely to want to stay, and will again even suggest the brand to others. Thus, personalization can help the brand to retain more of their consumers for longer and have a higher number of loyal consumers too.

Personalization is hence, a great tool in The market today that can help the brand to stand out amongst the competitors. It can help the brand to establish its own unique identity, while also serving the needs and wants of the consumers well. Brand loyalty is also likely to go up if personalization is added to the mix.

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Public Relations rescuing the mistakes made by businesses

 

Starting and further running a business is a long procedure and may also include a lot of mistakes. But, have you ever wondered how one corrects their mistakes? And how do they actually find a way out of it? So let us know how Public Relations comes to the rescue when a businessman makes a mistake in the market and how one can avoid making any with the help of Public Relations.

FIRST MISTAKE

No Research Or Understanding

Often it happens that a business person starts their business but does not perform sufficient research beforehand. This fetches their negative results. This could happen in many different aspects. Such as not having an accurate idea of how to reach out to a journalist, influencer, etc. Or even not being fully aware of whom to reach out to. Circumstances like this could turn into a huge mistake. And, thereby one must always keep following three points in mind to avoid any mistakes.

HOW TO AVOID

Nowadays, everything is on the internet. You can actually look into anyone and everyone on the internet. Tools such as Twitter, Facebook, Google, LinkedIn, Instagram that we use on a daily basis is a great platform to start with. These social networking sites solely help one to research out and further check on literally anyone.

If you actually want to approach a journalist or a publication house, then take your time and carry forward with your research and try to understand the one you want to approach in a more clear and better way. And, if an individual finds it difficult or time taking, then he/she must contact a Public Relations specialist to carry out such researches and come to a clear conclusion.

Public Relations is adept at conducting market research. it thoroughly analyses the overall environment and provides conducive solutions to the business.  

SECOND MISTAKE

Spreading No News

Nowadays everyone is driven towards fascinating stories and ideas. General and common stories will definitely not result in any kind of revenue. Such stories do not attract many readers. But, if you want coverage you must keep in mind to publish stories and articles which are in trend and eye-catchy. They are fruit-bearing. But, often businesses fail to do so. And later on, they cannot even figure out the reason for their failure. But let us see how a business organization actually avoids a problem like this.

HOW TO AVOID

Self Promotion. Never forget to self-promote. One can always promote themselves and their business on their own. You just need some ideas and resources and you are done. And by self-promoting you can also make sure that your business revolves around mostly positive news and reviews, which is a major bonus point for any set-up business. And when you are promoting online you can always get the idea of your product by people’s reactions in the form of likes, dislikes, shares, and comments.

But, one must always keep in mind that self-promotion is not that easy. A business person must make sure that the stories which are being spread are not common and general like any other story. Instead, it should be convincing and noticeable. So that it attracts the audience’s attention with a snap of fingers.

A business person should also prepare an editorial calendar where he/she can mention all the upcoming events. One can use it to make a detailed plan to inform about the launch of a new product, when will they advertise it, when will they reach out to an influencer, journalist, or press media for further ados.

THIRD MISTAKE

No Media Relations

As the point says, in media relations, people often misunderstand it to be a casual arrangement of certain meetings or interviews. But, if we just focus on the word relations, merely having their email ids and constantly bombarding them with emails is not termed as relation. Relations cannot be built in a day. It takes effort and time. But, many business organizations neglect this aspect and thereby make a blunder.

HOW TO AVOID

Maybe, start over with your way of approaching the press media and journalists. Take your time and try to make connections by sending them introduction mails, mentioning, or linking a journalist’s article with their name.

Here the role of Public Relations is very instrumental. It has expertise in interacting and engaging with the media people. Being amongst the top 10 PR agencies in Delhi, Twenty 7 Inc has good skills in maintaining media relations. 

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4 Tips to Keep in Mind While Designing Your PR Strategy

 

Strategy is a word, we all have heard of at some point or another. Strategy in simple words can be defined as a planned set of actions that are aimed at achieving a particular set of goals. The strategy a brand decides to opt for any of their marketing functions can seriously alter the results that they obtain, in the long term. This applies to the PR strategy too. PR strategy similarly would be a bunch of planned and set actions that are aimed at achieving a particular set of PR goals of a brand.

It can majorly alter the results that are obtained in the long term. Let’s discuss a few tips that should be kept in mind, when you’re trying to figure out your PR strategy:

 

1.     Figuring out your goals

One of the primary factors behind determining your ultimate PR strategy is the goals that you want your brand to achieve in the long run. This is one of the most primary steps towards forming a PR strategy. Knowing where you want to be in a few years or months is enough to give you a picture of what needs to be done and how it should be done. In fact, often just knowing this can give you a very clear and detailed picture of the steps to be taken and the strategy to be chosen.

 

2.     Target audience

The ultimate receiver of the communication that happens by the brand is their target audience, which could be any of their stakeholders. The consumers are one of the most important of the stakeholders to a brand often. Hence, keeping your target audience in mind while designing your PR strategy is also very important for the brand. As mentioned before, the target audience will be the ones that ultimately are the receivers of such communication. What do they want, what are their preferences, what do they not like about the brand, how they perceive the brand, what are their expectations from it, are all certain examples of some things that brands need to take into consideration while designing their PR strategy.

 

3.     Timely checks

Another thing that you need to remember while, and even after you draft out a PR strategy is that you need to do timely checks. This basically means that it is very important for you to timely measure the progress of your strategy. This should be kept in mind while the strategy is being designed and even after it is being implemented. This would ensure more that you are headed in the right direction. Decide on some criteria and some factors that will be used to measure the said progress.

 

4.     Plan, plan, plan.

Another important tip to remember is to plan ahead. And this is not just limited to the planning of the PR strategy. Plan for the future crises, plan for steps that you will take if the strategy fails, or of the designed goals and objectives aren’t achieved. Planning will only prepare you for any possible deviations from the set path. Planning will only ensure that one doesn’t deviate from their set path. Being the best PR agency in Delhi, we understand the importance of measurability of progress and planning ahead.

 

 

A PR strategy can make your brand achieve its set goals and objectives in a timely planned manner. When designing a strategy, a lot of research and consideration is put in. These are just some tips that can help a brand start their planning process in a more informed manner. Besides these, brands need to put in an effort and research their area of interest well and thoroughly.

 

Source:- https://twenty7inc.in/4-tips-to-keep-in-mind-while-designing-your-pr-strategy/

 

 

The Relevance of Public Relations in Today’s World

 

It’s been more than 1.5 years, ever since we saw the first case of Covid-19 in India, and our lives turned upside-down within weeks. Now our old lives seem like a dream. Confined with masks, sanitizers, health supplements, our lives have changed drastically from what it was like before.

A big challenge that the pandemic and the lockdown brought with them, was the loss of finances that many businesses suffered. Not just financially, businesses suffered in many ways, whether it was low offline purchases, problems with delivery, and many more such problems. In times like these, PR is a tool that brands and business should try to use to its fullest, as it might help them out in some way. Here’s why and how..

·         Rise in Online Engagement

There is no doubt about the fact that there is a major decline in offline engagement. More and more people are trying to stay inside now and prefer to place online orders. Brand loyalty has been on a decline, as convenience and safety have stepped into the frame. These things point out the very obvious- brands need to have an active online presence, now. Ideally they should have an up and running website and a well- maintained social media presence. And since PR provides a more subconscious engagement, as opposed to advertising; brands should really use this tool to its fullest. This means using SEO, content creation, digital PR platforms to their fullest potential as well.

·         Crisis Communications

PR professionals specialize in crisis communications. As all of us have been living this new and bizarre normal for some time now, it is better to prepare and plan for any crisis that might take place, beforehand.  This could save the business from any more damage that might be already facing because of Covid-19. Being the best PR agency in Delhi, we understand the importance of this function and always prepare beforehand.

·         Keeping the employees engaged

The lockdowns have lead to many people losing their jobs, and many have reported facing mental health issues because of everything that is going on. Businesses should hence, try to do their best to keep their employees as satisfied and involved as possible. Internal communication is an important function that PR performs that will come into play here. Businesses should provide a clear view of how they are performing, to their employees, and PR professionals should try to come up with solutions that might make the situation better for all the employees.

 

 

·         The cost-effective factor

Another reason that PR should not be neglected in these times, is the cost-effective factor of the tool. The economic depression that the pandemic presented to the world, forced brands and businesses to take another look at their marketing budget, with many even cutting it short. 

In such cases, PR should be the tool that brands and businesses should invest more in, as it is much more cost-effective. PR, when done right can help them reap many benefits and can even better the financial problem in the long run.

·         PR can strengthen trust

PR is all about making relationship with the media, the consumers, the shareholders, and the other stakeholders and overtime, trying to better the relationship. In times like these, PR when done right, can help the stakeholders in seeing the brand name as a more trustworthy name in the market. If a brand is handling such a crisis well, they will start to see them as someone that they can trust and buy from. Brands also hence, have a role in such times. Remember a few weeks back how many brands were trying to help out in their own way, when the second wave was at its peak?

 

Hence, a tool like PR should not be neglected in such trying times. The characteristics and function of this tool are perfect to be used in these times and brands need to give it more attention, if they haven’t done so already.

Source:- https://twenty7inc.in/the-relevance-of-public-relations-in-todays-world/

Evolution of the PR World

 

Introduction

It is a common misbelief that Public Relations (PR) is a new profession that came to the fore only a couple of decades back. In reality, however, the practice of PR can be traced back to the early Greek and Roman civilizations. Traditionally, PR constituted primarily of communication and disseminating information through press releases or other modes of linear communication. Today, PR is spearheaded by a transformed digital landscape, with brands taking to online media platforms to establish connections with clients and have actual conversations with a more involved consumer base.

 

History of PR

Some of the oldest influencers of public relations include Aristotle, Julius Caesar and Socrates, to name a few. They laid the foundation of PR and emphasized the need for effective communication between the public. Before the Greek and Roman era, priests played the chief role in influencing the public and persuading them to act according to their interests. The rulers used the medium of writing to sway history in their favor, shaping the mass opinion as they preferred. While this power earlier lied either with the priests or the rulers, the Greek era saw a change with the gradual shift of this power into the hands of non-religious or secular forces. Public opinion became primarily influenced by such emerging leaders who distinctly separated themselves from the church. People were free to voice out their views and perspectives without much oppression from the higher authorities, unlike before.

 With the invention of the telegraph, communication became more effectual and soon, other innovations like the telephone, phonograph and radio communication lined up. But it was only in the year 1903 that Public Relations was given recognition as a profession for the very first time, as Ivy Lee was made advisor for John Rockefeller. After this, PR gained popularity at a great pace and evolved as we see it today.

As we can see, while PR has seemingly undergone a rapid metamorphosis, its pillars – information, persuasion, and building trust – and its roots remain intact.

“What exactly changed then?”

Here are three distinct trends that have significantly contributed to the evolution of PR.

1. Role of the PR Professional

As the PR industry continues to evolve, the role of the PR professional, clients’ demands and what the industry entails, in general, has also changed. The focal themes for PR Week 2015 were “integration, convergence, and the ramping up in the importance of digital and social media.” Declining revenues from earned media have foregrounded paid, shared and owned media – and the skills required to profit from them.With real-time marketing becoming taking over, PR agencies are focused on creating digital content. This change has fortified the demand for a revised modus operandi in PR and an updated skillset in its professionals. Businesses will hire PR agencies mainly to provide strategy, expertise, and creative thinking. Surveys indicate that PR’s value can be optimally augmented by demonstrating how it helps achieve measurable business goals.

 

2. Ascent of Influencer Marketing

Earlier, journalists and other publications were, more often than not, the sole source of earned media within PR. Post digitalization, the number of people with sway over social media has exponentially increased. Influencers like bloggers, celebrities, business analysts, or other trusted buyers greatly facilitate a decent outreach on social media. The colossal shift in eMarketing to influencer marketing brings up just one question: “How can we employ social media to better our PR strategy?”.

Keeping a close tab on insights of networking sites on which you can interact with your audience is imperative. Trends being followed, hot topics etc., help attract viewership. The new-age PR calls for an increased focus on fostering relationships with your clients and your target audience.

3. Digitalization of Journalism

Whilst traditional features of PR like press releases, by-lines and whitepapers are used presently as well, PR has primarily become digital. GQ's insight and strategy editor conducted a survey to gain insight into 'social media trends impacting journalism'. The survey proved that journalists are more likely to read the posts of people they follow socially and prefer to communicate with the public via social media.

Source:- https://twenty7inc.in/evolution-of-the-pr-world/

How Public Relations help businesses emerge as a brand

 

In recent years we have seen a drastic change in the marketing world, be it the marketing strategies, a shift from traditional methods to a more integrated and sophisticated market. And one of the most important aspects of such a marketplace is Public Relation. It represents the mutual understanding and relationship between the public and the business satisfying the needs of both public and business organizations. It enables the businesses to reinforce their advertising in a very authentic and effective manner.

 

However, very often companies underestimate and neglect public relations, being unaware of the facts of what public relations can do and how beneficial it is.

So today we'll be reading about some of the benefits an organization gets to enjoy if they practice public relations on a daily basis.

 

Benefits:

 

1. Build your brand image:

 

Just suppose you are shopping online and thinking of buying chocolates. I'm pretty sure you'll end up buying chocolates from maybe Cadbury or Amul or Kit kat. Right. Have you ever wondered why this happens? Why do some brand names just pop up in our head when thinking about buying a certain product? This is because we have some brand names imprinted in our minds associated with certain products. And this is due to a well-established brand image of a specific product which is the result of increasing public relations.

 

2. Enhances Media Relations:

 

Media relations can be defined as the mutual relationship an organization has with the media and press. Having a good public relation also helps an organization to be on good terms with the media and press.

Creating editorial contacts, guest posts and press releases helps your business widen its relationships with not only media but also initiates a strong and good public relation.

 

3. Cost-Effective Nature:

 

It usually happens that whenever we see an advertisement we tend to skip it or if you are watching television then probably you will just change the channel. But have you ever wondered that these advertisements which we as an audience just take a millisecond to skip costs millions and billions to the company. But unlike advertising, public relation proves to be a very cost effective and efficient method. Moreover, it is beneficial for the organization in longer term unlike other advertising campaigns.

 

      4. Provide added value:

Public relations is more than just managing the flow of information and promotion between an organization and its publics. It is a strategy through which public can help your organization access a unique touch point and added value to your product offerings. Together with that public relation helps to differentiate your organization, its products among your competitors and put your business at the forefront of the game. Further, it also adds value through increasing visibility of your products and services, personalize your brand, raise your profile, build strong relationships, manage your reputation and assist with your sales process. Overall, it is a win-win scenario.

 

5.    Increase your brand’s credibility:

 

Since the past few years the way the market has evolved we humans as a consumer too have gone through a drastic change. Whether it is about choosing online marketing over offline or getting more and varied choices to choose from, the consumers have walked through a very long path. And that is the reason why in today's era it is very important to have that faith and trust of the customers associated with your business which has been becoming easier after public relations has come into effect.

 

6. Short and long-term lead generation:

 

Advertising campaigns must be a good way to mobilize and expand your business but in today's time people tend to spend most of their time surfing and searching online. Also, an advertisement costs way too much which would still one day be replaced but when word of mouth starts spreading it keeps on spreading without even undertaking much initiatives. We as humans love to express ourselves and that is how we sometimes unknowingly even help businesses to grow and flourish themselves in such a competitive time.

 

Conclusion:

 

Public relations can prove to be an integral way to enhance existing customer relationships and build new ones. Any business can grow if it is fueled by brand awareness which in return helps to build a brand name and hence your company becomes a credible one gaining the trust and confidence of existing and future customers. When your customers are satisfied and have a positive image of your brand, sales are more likely to follow your way.

And, that is the reason why if you are still not initiating public relations as part of your brand building strsategy, it is the right time to consider it.

 

Source:- https://twenty7inc.in/how-public-relations-help-businesses-emerge-as-a-brand/

An insight into Public Relations

 

Nowadays, people love to socialize whether that's online or offline. Humans need humans for company, for sharing their feelings, their emotions or even just to feel better. We humans love to maintain a good relationship with our loved ones. Isn't it? Similarly, businessmen in the corporate world too have to maintain a good relationship with not only other businessmen but also the public. And that is what the Public Relation comes in, which is basically the relation between any organization (profit, non-profit, government) and the public where there is delivery and mobilization of information in order to maintain a good image in the eyes of the public.

 

Key differences between Public Relations and Publicity:

Public Relation is usually mistaken for publicity. Although both of them constitute the word public. But there is a huge difference between public relation and publicity. Now how are they both different? Public relation is an internal activity and is controlled by the organization whereas an organization has no control over its publicity and is totally dependent upon the third party.

 

How to differentiate between Public Relations and Advertising:

Similarly, people often get confused between public relations and advertising. But let me clear it out to you that a Public Relation's main motto is to gain an individual's attention for free i.e. without any cost or expense and is thereby named as Earned Media but on the other hand we have advertising which can be categorized as a form of marketing management where the organization itself has to advertise or market them by convincing reporters or editors for publishing positive contents and reviews about the organization, their services and their products and hence is called the Paid Media. Pretty easy, right.

 

What roles do a Press Secretary overtakes:

Now talking about what we call that person who is a public relation specialist? It is called press secretaries and they can be considered a storyteller. Let's unfold it as why they are called storytellers? So their main task is to narrate the activities of the organization and government officials to ensure a good public reputation. And also enhance, protect and build an organization’s reputation through media, social media and also word of mouth. Not only that, they also take care of any negative review and try their best to alleviate any kind of damage.

 

Let's know about some of the basic roles a press secretary performs:

1. Formulation of PR plans strategies.

2.Managing and fulfilling media requests and requirements.

3. Building new contacts with the media and maintaining the old contacts.

4. Tracking, analyzing and taking care of media coverages for future campaigns.

5. Maintaining a cordial relationship with the media and public.

6. Enhancing and uplifting organization’s image and reputation through offline and online means.

7. Writing press releases, speeches and other PR necessary documents.

 

Importance of Public Relations:

1. It is free:

Unlike advertising, public relations is free and more trustworthy. By performing public relations, an organization gains trust and credibility of the public without even spending a penny. When people talk about you, your organization it is known as word of mouth which spreads like forest fire and is more effective and influencing than an advertisement.

For example, get your business mentioned by the press in a well-known news channel and see the wonders happening.

 

2. Long term game:

Investing in public relations may be free but it benefits for a very long term. Now if you're wondering how it is a long term game then let's rewind, as we know that public relation is free and acts as word of mouth spreading like a forest fire which is why they continue to mobilize for a very long period of time. Whereas an advertisement runs for a specific period of time whether it is online or offline. And that is how public relation not only benefits the organization but it is also a game of long term benefits.

 

3. Complements the marketing activities of an organization:

An intangible asset is something that one cannot touch or see but only its results can be felt. Similarly public relation is also a form of intangible asset as it provides goodwill to the organization it is serving. It complements the marketing activities of an organization in such a way that even advertising and marketing can't do.

 

4. Changes people's perspective regarding any particular business:

Suppose you go to a hotel and think about what to order and suddenly you remembered that your friend once visited the same hotel and she couldn't stop thinking about the chicken salad she had there. And remembering that you ordered the chicken salad at that very moment. This is due to word of mouth effect which not only increased the sales of the hotel by profiting them but also changed people's perspective regarding their hotel.

 

Conclusion:

To conclude, maybe you're a newbie and new to the business. You definitely won't have millions and billions with you but you know what you don't need to worry because Public Relations got your back. They'll promote and elevate your business even if you start from scratch and one day you'll reach heights.

 

Source:- https://twenty7inc.in/an-insight-into-public-relations/

 

 

What are Social Audio Platforms and Should Brands Try them

 

If you have used social media this year, chances are high that you might have come across the name of an application called Clubhouse. The app, along with other platforms like Twitter Spaces and Locker Room became all the rage this year, which Facebook and LinkedIn also announced that they will be launching their own rendition of such social audio platforms. Many celebrities like Elon Musk too hosted a room on one such platform. So what makes these platforms stand out? Let’s discuss.

What are social audio platforms?

As the name suggest, social audio platforms provide a platform to use the audio feature to engage with others. It is different from podcasts, as they are one way medium and is meant to be listened in the future. Social audio apps on the other hand, are in real time, and also allow its users to engage with one another and actively participate in the dialogue. Over the course of the last few months, many platforms globally, have been exploring this new concept and coming up with their own renditions of the concept, with many yet to launch their platforms.

What is the appeal?

Unlike platforms like Zoom or Google Meet, social audio platforms eliminate the visual element, so the focus is purely on the audio and the video is eliminated. This means that the no one has to worry about what their background is, what they are wearing, or how they look. It is much simpler that the video medium, but is also more engaging that an all-text format. Over the recent months, it has become a popular space to have discussions on many topics ranging from complicated topics like the IT world, marketing, to just discussing the news headlines around the world, and talking about the dating game today.

People have found this a great platform for having discussions, eavesdropping without the guilt, and for holding meetings even. Clubhouse, particularly garnered attention because it is an invite only app, which made people feel intimate and special, if they were using the app. Popular with marketers and self-promoters, there is an emphasis on audience building, getting followers, and monetization. With the Zoom fatigue kicking in after sitting behind the screen for over a year, these social audio apps seem like a much needed break.

Should brands be trying them out?

This is another great opportunity for brands to try their hands at and get creative. Being the best PR agency in Delhi, we realize how important it is for brands to come up with fresh ideas and content, to create engagement. Some things that brands can do on the applications are:

 

 

 

1.      Hold Q & A and interviews

It can become a great medium to answer questions about the brand or any of their works. Even better, if the attendees get to interview a big name from the brand, it can build or change the attendee’s perception of the brand.

2.      Hold Discussions

Holding discussions on issues that the brand has worked, or is planning to work on can also create traction and help to create more engagement. People amongst the listeners should also be given a chance to contribute their views. This can help the brand as well, by making them understand what their audience think like.

3.      Sponsoring an event

Sponsoring can also work for brands. People might not feel comfortable sharing their views or engaging directly with the brand, at times, and sponsorship can work then. Holding an event that is related to your brand and have different panelists host the event can also act in the brands favor.

4.      Engaging with others

Another way these platforms can be useful to brands is if they themselves engage with others; whether it is with other brands or other influential figures on the platforms. They can also attend events that are being held by others on issues that are relevant to them.

5.      Having discussions on other relevant issues

Another thing that brands can do is hold discussions on issues that are not related to their brand per se, but are still relevant in the world. It could be anything ranging from a recent development in the news, or on topics more related to the personal lives of individuals. This can also help to increase engagement and alter their perception of the brand.

 

With the rise in the number of users, social audio apps will be here for some time. Brands should hence, try their hands at it and see if it is something that could help them grow and interact, as the platforms come with many new opportunities.

Source:-https://twenty7inc.in/what-are-social-audio-platforms-and-should-brands-try-them/

What are Press Releases and Why are they Important?

 

Over the years, the tools available in PR have expanded and many new additions have been made to the list of tools, especially after the advent of the internet. The traditional tools, which have been around for a much longer time, are still quite relevant to this date, and are used extensively by PR professionals, all around the globe. Traditional tools include newspapers, magazines, television, radio, press releases, and also events. One of the most significant tools in PR- a Press Release, has been around for quitesome time now. So, what exactly are Press releases? And why are they important?

What is a Press Release?

As Investopedia defines the tool, “A press release is a piece of news or information that companies send out to inform the public about something noteworthy or of material significance.” It is often drafted or handled by the company’s PR department. They can be used to make important announcements like launching of a new product, any mergers and acquisitions that might have taken place, any significant reports of the organization, or any other information that the media and the public might be interested in knowing. One important thing to remember while drafting the press release is that it should cover all the important parts-the‘who, what, where, when, and why part’, and should be well researched and properly framed, for its readers.

Why are they important?

Over the years, press releases have changed with the times. But to this day, it is one of the most important tools used in PR by professionals.

·         Media Engagement

Press releases help to create media engagement when they are passed on to journalists, and other media platforms. Journalists often turn to press releases and news announcements when looking for material. If the pitch and the release are interesting and well drafted, the journalist will take more interest. It can also help enhance the relationship between the journalist and the PR professional, which can further help the brand to get more coverage in the future for other opportunities.

·         Increased Credibility

Press releases are seen as a credible and trustworthy source of information by the media, as well as the customers. When a brand delivers accurate and well written releases continuously, they gain credibility in their eyes. The only catch is that the brand should be consistent with the quality of the material.  Being the best PR agency in Delhi, we understand the importance of this tool, and use it to the best use for the brand.

 

 

·         Customer Engagement

Now with the internet, brands can directly share their releases on their websites, on their blogs, and on their social media handles. This can often lead to a higher engagement within the consumers, as a well written release can enhance the search rankings, raise brand awareness, and even attract new consumers towards the brand.

·         Helpful in crisis

Press releases are also a great tool in times of a crisis. It is widely used in crisis communications, when it comes to PR. This is because, in such times, press releases give you the opportunity to tell the story at your own terms. And since it is a carefully drafted piece of information, you get to include everything that is important and set the narrative straight. Further, since it is coming from the brand itself, the consumers are more likely to believe the news as well.

 

Hence, press releases are undoubtedly an important tool in PR even in today’s digitally dominant era, and will continue to be so, given the functions it can perform, and its significance. The only thing that PR professionals need to remember is that they carefully draft it, and include every bit of important information that might be relevant for the readers.

Source:- https://twenty7inc.in/what-are-press-releases-and-why-are-they-important/