PR Services

fake

Newswire is a syndicated news distribution service used to send press releases to targeted editorial offices and journalists. As a pay per release service, a newswire has a very large distribution list and has syndication agreements with media internationally. While a newswire may often secure multiple pieces of press coverage, there is less control of content destination. You may get the quantity of media coverage you were hoping for, but you cannot guarantee high quality coverage in front of your target audience.

Newswire services are quick and potentially impactful, providing some support in creating content. However, not many will provide a personal service to craft meaningful content for a designated audience and the media, nor develop personalised media lists to secure coverage in some of the publications most important to your target audience. We don’t believe there is any replacement for quality content or authentic relationships when it comes to media relations.

Advertising  “paid media” focuses more on selling a new product or service, however PR “earned media” looks at establishing and/or maintaining a good reputation of a company. While PR supports a wider sales and marketing strategy, its intention is more for awareness.

Additionally, PR is more authentic than advertising because a third party is endorsing your brand’s message, choosing to share it because it is relevant to your audience, rather than because money has been exchanged. As a result, consciously or not, audiences are more inclined to read and trust editorial content over advertising.

A study completed by Nielsenstudy completed by Nielsen identified that PR is almost 90% more effective than advertising in the consumer decision-making process due to its ability to build trust and showcase and grow brand credibility. With Gen Z more skeptical of brands than previous generations and seeking authenticity, the value of PR will only ever increase.

While once the PR industry utilised Advertising Value Equivalent (AVE) – the cost to get paid content in a news outlet instead of an earned media placement – to identify the value of PR, it is now recognised as an antiquated approach. Though it gives you a quantitative figure, PR offers far more value than simply its cost equivalent due to their differences.

While you know your brand best and are a leader in your field, you cannot have time to do all that you’d like to nor be an expert at everything. Media relations requires continuous investment to build and maintain relationships with journalists, learn and keep up with preferences for different contacts, and the ability to create compelling content for different audiences. PR agencies do this work constantly that a brand can benefit from instantly when working with them, and agencies also have access to unique insights from journalists and publications on aspects such as what topics they’ll be covering, when they want to receive content for consideration and what deadlines they work to.

Working with an agency also means you can gain unique insight into how your brand is perceived externally, which is hugely beneficial for growing a brand that resonates with your audience. This combination of experience, insight and knowledge makes a PR agency best placed to complete your media relations activity, leaving you to focus on your business.

Integrated PR and Marketing is the convergence of branded content across paid, earned, shared and owned media. This strategic approach means that you are communicating the same message to your target audiences via multiple channels, Helping you reach and engage with prospective and existing customers with content that will resonate.

An integrated approach can also save significant time and money as the content can be maximised across multiple channels. Integrated PR and marketing is more efficient, measurable and agile than marketing activities in isolation.