Today, the professional boundaries separating the PR, advertising, and publishing industries do not meaningfully exist in the digital marketing world.
Quote: Mike Yao, Professor of Digital Media, Charles H. Sandage Department of Advertising
Press Office: modern solutions for Public Relations development and Press Release distribution
Talking about press office, have you ever heard people say that Press Releases no longer exist and that “today everything is done with posts on social media”? They mean that anyone, with a basic access to social media and a little familiarity using them, can post contents, which should replace the work previously assigned to a Press Office, in order to distribute official communication and information about any service or product.
This, of course, is a misunderstanding of tools and intentions.
Public Relations and press office activities must be part of a strategic and fruitful online marketing plan.
When it is about content marketing calendar, textual contents created for online distribution should always include press releases or, at the very least, should include the creation of news then optimized for various channels. Anyone who reduces the work of online communication to “posts on social media” simply does not understand what professional online communication it is for and why it is necessary to do it in a serious and organized way.
Online brand communication is the set of contents disseminated by your brand to create awareness or to consolidate its reputation.
Whether it is to generate sales leads or to create brand awareness, your online communication is what will lead you to create the online brand authority, which is really important today to expand your sales opportunities to the maximum. For this reason, it cannot be reduced to “posts on social media”.
A professional and well calculated creation of contents followed by distribution on mix channels suitable for your business purposes, is the strategic base of your success.
The press office and its activities should therefore be part of an online content marketing strategy.
Let’s try to understand the main objectives of the press office in summary:
• obtain the greatest possible visibility for your contents, which should be constant and well targeted all over on and offline media
• certify and endorse the credibility of the messages disclosed by the brand
• convey complex messages for which other advertising would be inadequate
• create a continuous flow of information from your brand
• generate interest in journalists and other professionals
• create a positive brand image
• prevent and resolve dangerous and harmful situations for the brand (Crisis communication management)
• accredit your work of communication as an indispensable source on specific topics
Some operational tools of a digital press office
Responsive website
Press release
Press conference
Press review
Creating articles
Publication in blogs and industry websites
Social media contents
Pay per click campaigns
Video and textual interviews
Newsletter
Professional Translations
Frequency and consistency in the publication and dissemination of content, are very important factors not only for the success of a press office action, but above all they are important for the success of an online content marketing plan.
Content cured by: Monica Costa
Senior Communication and Multimedia Professional
A Senior Communication and Multimedia Professional for marketing, digital innovation, web, print, and audiovisual
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