How Is PR Similar To Inbound Marketing?This is the second in a three-part series on what PR professionals need to do to keep the industry alive.
By definition, public relations is the practice of building a mutually beneficial relationship between an organization and the public. And the definition for inbound marketing? Creating quality content that educates the reader about a particular topic, builds customer relations and elevates the company as a thought leader.
The similarities are almost too obvious, so the fact that so many PR agencies are skirting away from inbound marketing makes no sense.
Elements of Inbound Marketing
Inbound marketing uses different types of content to share the same message to raise awareness, encourage engagement and increase conversion. Smart inbound marketers know that in order to be successful you have to share just the right amount of information without overwhelming your followers.
The elements of inbound marketing are:
- Distribute quality content
- Write for Search Engine Optimization
- Share regularly and build relationships on social media
- Increase conversion rates with email marketing
- Engage consumers with design
Elements of Public Relations
PR professionals also share information, they’re just used to doing it through media placements or planned events. The delivery may be a little different, but the elements of public relations and inbound marketing are almost identical.
- Share honest information
- Instigate informed decision-making through communication
- Encourage healthy competition
- Avoid conflicts of interest
- Protect confidential information
The major difference between the two is the use of digital media. Inbound marketers embrace social media, blogging and content marketing websites as ways to strengthen their campaigns. Public relations professionals, on the other hand, just can’t seem to give up their Rolodex. They don’t understand that the time of measuring success by the amount of contacts you have is over. Today, it’s all about getting content out to as many channels as possible.
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