PR Marketing - what is it?
In the last five years, business has changed.Every day we are assaulted by hundreds, if not thousands of marketing and advertising messages. They are in the newspapers and magazines we read, on the television and radio and on our favourite websites. We are called by telemarketers, we get direct mail and email spam. We have learned to filter 99% of this out.
So what's left? Word-of-mouth marketing - recommendation by a trusted source. And how do you tap into that?
Word-of-mouth can be a recommendation or a referral from an existing customer or a friend, or it can be a review on an online forum or a blog, it can be an article in a magazine or newspaper or something on the television.
The one thing that links all these things is that they are comments from (trusted) people who have no financial interest in the purchasing decision. A recent Nielsen poll showed that 93% of Australians trust recommendations from people they know, 70% trust consumer opinions posted online and 69% trust editorial content. TV advertising was the highest scoring advertising medium at 62%. See our blog post for more on this.
The internet has changed everything
Today, people who are interested in buying your type of product or service have a wealth of information they can consult on the internet before making any buying decision. And since they're filtering out most of your traditional marketing, now is the time to start doing PR Marketing instead.
More about a PR Marketing approach
PR Marketing is not 'PR, Marketing' or 'PR/Marketing'. It's marketing that is driven by a PR (Public Relations) - ie informational or educational - focus. It is no longer enough to sell to people, you need to tell and/or educate people about continue...
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