Basics of PR and New Media

Pr 2.0

Intro to PR/Advertising 2.0

The learning curve for new technology is huge. Developers push out new products and new media every day. Talk about information overload. For anyone who wants to publicize or advertise themselves, where do you start? What avenues do you use, and to what extent? Organizations, businesses, and individuals all have to consider how new media will play a role in their promotions.

At least in this day and age.

Before we start blogging in-depth about the latest in PR/Advertising and new media, it’s a good idea to start with the basics. If you’re considering new media in your promotions, think about the following:

  • Target audience
  • The industry are you involved in
  • Budget $$
  • Manpower and technology savvy

1. Target Audience

This should drive everything and anything you do. Your audience is responsible for your success, so why focus on them?

Look at the demographics and psychographics of your audience – compare it to what’s out there for new media. For examples, if your main customers are middle-aged mothers, then LinkedIn or Facebook is probably a better option than Twitter for social networking.

To save you some time, we found the social media demographics of 2012.

If you’re looking into advertising, consider algorithm-based advertising. Some smart techy guys found a way to gather info from Internet users so advertisers can reach only those they want to reach, no matter what website the user is on. Its methods aren’t perfect, but it’s a start of precise targeting.

2. Industry

Look at what other people are doing in your industry. Are they on the new media bandwagon yet? Are they the pioneers of what’s up and coming, or is everyone resisting change? We’re not saying you have to do they’re doing, but it’s smart to see what’s up.

Five industries are experiencing a huge shift in their business model because of new media. For them, it’s either change or get left in the dust:

  • Travel
  • Video rental
  • Music
  • Newspapers
  • Bookstores

3. Budget

The main reason new media has blown up…it’s darn cheap. Many businesses and individuals have gained popularity through the Internet. Where would J-Biebs be without YouTube? And think of how apps have changed the mobile world for…well just about any business who took the time to develop one.

New media can be a great startup option for promotions on a low budget, but add a couple dollars and you can quickly have a very powerful advertising tool on your hand. Think of how many people see those ads in the free version of Words With Friends…

4. Manpower/Knowledge

Here’s the hard part. If you don’t know much about the “Interweb,” managing your new media can be difficult – timing tweets properly is important, conversational blogging can be hard to do, websites take a lot of maintenance, and building apps requires nerdy knowledge.

So just be careful to not get in over your head. Connecting to your audience through social media can be hard if you have too many irons in the fire, and using more technological methods like online ads, websites, and apps can take a lot of work. Match your manpower and new media savvy to your goals.

Next Week

Now that we’ve laid down the basic relationship between PR/Advertising and new media, we can really start getting our hands dirty. Check back next week to see what we talk about more specifically next. Comment below if you have anything to say, and follow us if you think we’re not boring (we like to think we’re pretty alright).

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