Still think audience engagement isn’t essential to public relations? Three reasons why you need to think againFriday, August 5th, 2011
[This article was originally posted on Bulldog Reporter in its July 28, 2011 edition.]
Building relationships with target audiences is more possible than ever before—and far more essential. But we shouldn’t rely on a one-way push of marketing messages that we hope will find our audiences through traditional channels. And just tweeting occasionally or starting a Facebook page doesn’t mean we’re social media-savvy. Today, public relations is about more than key messages, focus groups and press releases; it’s about audience engagement. It’s about identifying key consumers and communities, listening to their likes and dislikes, and participating in conversations with the people who affect our bottom line — even when a transaction isn’t imminent.