Using Multiple Communications Channels to Increase Message Exposure
If there’s one thing I’ve learned during my long tenure with PR Newswire, it’s this: distribution matters. However, the ways brands distribute messages has evolved. It’s no longer an exercise in pushing a message for audiences to consume. Content we “push” is now fine-tuned to audience interests in terms of subject, and we take care to build in links and multimedia to more fully explain, engage and inform. We’re also relying heavily on the “pull” good content generates over time, as audience share content with their peers and social networks, and as the traffic and interest the content has generated morphs into a signal recognized by search engines. Distribution is no longer one-way in nature. It’s more like a traffic circle.
It’s important to keep all of this in mind as your finger is hovering over the button on your computer that will send, post, publish or share a piece of content, because if you’re relying on a single channel, you’re selling your message short.
Read the full post by PR Newswire VP of social media Sarah Skerik on Beyond PR.