With the introduction of monitoring and scheduling tools for online communication, the need for a measurable and standardized preparation of content, output and PR efforts is increasing. Offline PR efforts such as events, should be measured in terms of ROI. In addition, the organization of offline PR efforts should be standardized, in order to have a clear overview and planning of the tasks at hand. In this way, online has greatly influenced the offline world. The funny thing is that due to the focus on authentic, direct and personal communication in online communication, offline PR is becoming more relevant and important now.
Audiences are continuously targeted, online and offline. They can choose how, when and where they consume content. To effectively connect with your audience, you need to know where they are. You also need to present the content they want to consume and do it in a way that they find appealing. By using offline strategies, you can differentiate yourself from companies that focus solely on online. Organizing an event, attending seminars, participating in a relevant television heavy construction industry email list show or collaborating on a piece for the newspaper can generate a lot of impact. For example, look at this report from SBS on the impact of events.
Traditional media is still important and the audience wants to connect directly, preferably face to face (see also this research on traditional media). Use the tools you already have. Send your employees to interesting meet ups and events, let them speak at events and create an environment where employees are encouraged to tell the world about what they know and do.
This will support your brand story and values and increase the chance of connecting with your target audience directly and in an authentic way.
Unless you are re-tweeted by the Pope, traditional media still beats social media head to head” – source: The future of Public Relations, Three forks in the road
Offline customer relations
PR is about building relationships. Relationships are built on trust, adding value to each other’s lives and connecting with each other. There is a lot you can achieve with online PR, but it is the people in your audience that you are connecting with. They live offline! Connecting on a personal level is still a valuable way to build a lasting relationship. Get out there and talk to your audience, meet them in person and have a conversation directly instead of just online. Mix offline and online to suit your target audience’s preferences .