Is it marketing?

Is it advertising?

Is it PR?

Is it online or social media?

The way in which we communicate with our target audiences has changed dramatically as technology has changed the nature of the communication channels, along with the way in our audiences connect with those channels.

Given our ability to reach the audience anytime, anywhere through a variety of channels, our approach to media marketing has been designed to capitalize on the new opportunities and deliver great results for our clients.

Our approach to media marketing is also guided by years of insight into what our clients want to achieve and the best way to deliver cost-effective and measurable results.

Our clients have a number of objectives when engaging us to raise their profile with different audiences.

They want to attract the interest and support of prospective investors and business partners.

They want to establish their product or service in the marketplace to drive distribution and sales.

They want to build their corporate profile to assume a position of authority and leadership in their sector.

They want to influence policy or decision-makers in ways that are beneficial to their business.

Above all, they want results that validate their investment in communication.

The old definitions of marketing, advertising and public relations really don’t apply so much any more.

A news release that goes out to the media can also be used to communicate with investors or promote your products or services when it appears in online search results.

A mention in a media story can drive prospective business partners to your website for more information and an opportunity to do business or form a new relationship. Your online presence is just as important as the quality of your investor presentations or briefings to media.

At the same time, traditional media channels such as the press or broadcast media continue to be influential in reaching a variety of audiences.

DMG Media Marketing approach helps you to make the most of the variety of ways now available to communicate with and influence your audience.

From identifying the audience, understanding the best ways to reach them, ensuring that your message will get across, and using the most effective tools and channels, DMG Media Marketing is a comprehensive and results-focused resource that delivers tangible benefits for your company.

DMG Media Marketing is also flexible enough to be tailored to your particular objectives and priorities. Because we draw upon our experience across a range of sectors, from media relations through to investor briefings and social media engagement, we can help shape a program of activity that suits your business needs.

It also recognizes that companies will have different needs at various stages of their life cycle, literally from the moment an idea is born through to investment rounds or public listing, product launches and delivery of services.

DMG Media Marketing can help the most ambitious start-up through to more established companies that are looking for better results from their communications efforts.

Public relations practitioners use various communication techniques to create, build, enhance, nurture and facilitate relationships with a wide range of target audience groups, or constituencies.

Think of how many constituencies are important to the overall reputation of your company, brand or organisation (or that of your clients’) – consumers, media, legislators, employees, distributors/retailers, key influencers (e.g. experts, bloggers, thought leaders, business/professional/trade associations etc).

Traditional, Live & Digital Media Channels

So what do people in public relations do? Pretty simple really – we’re in the brand image and reputation business. We develop strategies designed to shape the attitudes and opinions of a community or marketplace – and we use the most relevant tactics available to implement these strategies across traditional (print and broadcast), live and digital media channels.

Unfortunately, too often when we think of public relations, we get hung up on ‘publicity’…quick hits. There would not be a single public relations practitioner in the country (the world?) who hasn’t had a client, whether in-house or agency, requesting – “get us some free publicity”! Please note, there is no such thing – it’s not free, it’s earned!

Yes, publicity (or its more strategic cousin, ‘media relations’) is extremely important for virtually all businesses and organisations, and it’s definitely the ‘bread and butter’ for many public relations firms and in-house practitioners.

You will not get anyone in the industry denying that fact, and rightly so, as media editorial is powerful – it’s generally more credible than advertising (because it’s considered to be ‘third-party endorsed’), plus it is often read (or watched or listened to) by more people than advertising because, well, it’s not advertising. But, I’m not here to pump up the virtues of ‘earned’ media coverage.

The Most Important Marketing Cog

Public relations today is potentially the most important cog in the marketing communication wheel.

While public relations has always played a vital role, albeit in the background, the changing nature of the media and marketing landscape means the public relations discipline – with its bent towards word-of-mouth, brand conversation, dialogue and connection – has risen to the fore of what works most effectively with consumers.

With the golden era of one-way interruption (advertising) on the wane, and two-way conversation and social media all the rage, welcome ladies and gentlemen to the ‘new’ public relations.

It’s a well-known fact that public relations practitioners use effectively the various traditional print and broadcast media channels. But we don’t stop there.

We utilise and integrate myriad tools, channels and strategies where required – for example, roadshows and events, forums, roundtable discussions and influencer briefings; guerrilla stunts, live communications and brand experiences; blogs, podcasts, websites and online video; sponsorship, sampling, product placement, cause-related partnerships, promotions, branded properties and media content.

When strategically weaved together, these elements help us not only to connect with our key ‘publics’ in ways that resonate, but also in many instances receive feedback (public relations is big on two-way communication, which obviously is important in the relationship-building process).

To be effective on a long-term basis, before we even think about the channel mix, we adhere to a strategic process which, depending upon a company or brand’s goals and requirements, may include research, constituency mapping, communications planning, key messaging, media training et al.

Building Relationships Takes Time

Building relationships takes time, and we’re kidding ourselves if we think otherwise. Yes, love at first sight is possible and relationships can flourish quickly. But generally, you’d have to say it takes time to form a fruitful relationship, and it needs proactive nurturing if it is to last the distance.

The same, I believe, with public relations. You need to adopt a longer-term view if you’re trying to establish relationships with targeted audience groups.

To think in terms of ‘instant results’, well, that’s pretty naïve in this day and age.

Generating quick media results – that’s fine, and I agree there is always a need for sharp bursts of publicity, especially when you have something newsworthy to say and a short window within which to say it.

But all too often this one-off publicity is here today and often gone ‘tomorrow’, and is generally not part of a longer term strategy. Doesn’t sound much like relationship-building to me.

My advice when it comes to public relations is change your thinking to ongoing, long term – think broadly, laterally, think ‘slow burn’. Think media coverage by all means, but don’t box in the public relations team. Give them some latitude, some room to move, and you might just be surprised at the results.

By Trevor Young

DMG CEO Susan Fitzpatrick-Napier was featured in Australian clinical trial industry association magazine ARCs  on the new media recruitment opportunities for CROs. See here for full details.

Online Recruitment DMG Media Marketing for ARCS