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Public relations: Which tactic is right for you

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Focus for success

Marketing teams that incorporate a sustained PR plan as part of their marketing strategy are able to focus on specific areas of their business.

The key word here is focus. This allows the right messages to be communicated to the right audience at the right time. The timing of PR events, such as issuing news, feature articles or customer events, for example, can be critical to the overall success of a campaign.

Issuing a regular flow of news across several different channels is an effective way for your company to remain front-of-mind with the media and your target audiences.

Even if a news release doesnt result in immediate coverage, an editor or news reporter writing about certain topics, such as energy, renewables or clean technology, will often store relevant information along with your companys contact details for later use.

PR boosts online search

Taken from the Edelman Trust Barometer 2013, Richard Edelman is quoted as saying: We are in an era of skepticism; people need to see or hear something three to ufb01ve times in different places before believing it, and learn equally from traditional and social channels.

Google research suggests that almost 90 per cent of consumers consult at least 10 content sources before buying.

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