Let’s face it, we’ve moved into the digital age. APAC is now home to more than half of the world’s internet users, where there are currently 1.83 billion Internet users and 1.43 billion social media users. Comparing this with 2014’s figures of 1.2 billion internet users and 9.6 million social media users, that’s a whopping 52.5% and 47.5% growth in each category.
With the shift to digital, comes a lot of change in the way we communicate and absorb information. Consumers are expecting different forms of interactions, which means the way we communicate with our audience should evolve too. Here’s a few things to consider:
1. Establish your online presence
A key component of PR is working with the media. But in today’s context, the media is not restricted to solely print media – it extends to bloggers, social media influencers, e-magazines and more. Firing off press releases to engage only traditional media is simply not enough anymore. These days, people are almost always online. Failing to be where your audience is could harm your business and you’ll get left behind. A digital strategy establishes your online presence, builds brand reputation, and engages your audience with relevant and useful content. This results in increased visibility on search engines and following count on social media platforms.
2. Apply personalised communication
A digital strategy creates two-way communication and brings the audience into the conversation with options to share their opinions and thoughts. It also offers a personal look into your organisation – afterall you are reaching out to real people.
3. Grab their attention
Attention spans are dropping, and long-form content from print does not work in the digital landscape. Instead, a good digital strategy delivers bite-sized attention-grabbing information to readers, with links to longer content such as formal press releases, blogs, or media coverage.
Traditional PR no doubt still has a place, but a digital strategy can complement those efforts and elevate it further. A smart mixture of both extends the reach of a purely traditional PR approach, and ensures your business stays on top of its game.
If you need help seamlessly executing a comprehensive PR campaign, drop us a note a hello@mutant.com.sg