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Public relations: Which tactic is right for you

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The rules of public relations and marketing have changed. Traditional media remains an important channel of communication, but it’s no longer the only way for businesses to reach their target audiences.

Social media channels, blogs and content-rich company websites promoting landing pages tailored towards consumers with different buying personas now provide direct routes to market.

There are now more ways than ever to engage directly with customers and other stakeholders and this requires a more strategic approach to marketing communications.

The starting point of a good PR plan should be to first identify the overall business objectives and then work out how each PR tactic will support them.

Once business goals have been set and the decision taken to use PR as a tactic, the marketing team must determine the duration of the campaign. In our experience, sustained campaigns that run over several months yield far more success and a higher return on marketing investment (ROMI).

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