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Online-Offline Balance for Effective PR

tyccAd | April 29, 2022 | Public Relations

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The world is embracing physical mode of delivery day by day in almost every sector from healthcare to education and fashion to retail. Almost a similar transition already exists in the marketing and communication sector with the advent of digital media and its augmentation with traditional media, i.e., print media and electronic media.

Earlier, businesses used to rely on public relations for organic branding and communication with their target audience through articles in newspapers and magazines, press releases, industry stories and profiling stories. Electronic coverage on TV channels and radio was another useful way of branding and communication for businesses.

When digital media entered like a storm in the communication landscape and strengthen its roots through high Internet penetration, its credibility improved with every passing day, barons of the industry have also realized its importance as new revolutionary media which is cheaper, better controlled, and immensely pervasive. This paradigm shift has totally changed today’s PR industry; thus, businesses that want to get maximum ROI from their PR budget must strive for a balanced online-offline PR.

In the present era of ubiquitous technology, it becomes challenging for businesses to sustain without having any digital footprint. On the other hand, through offline branding, businesses can grow and expand their reach. Hence, a perfect balance between online and offline branding is the need of every organization which wants to improve its recognition and reputation in the market.

With the increasing competition in the market, successful PR agencies are getting more creative by utilizing hybrid branding techniques, combining both offline and online strategies. This boosts the communication rate and other metrics to extend the reach of a business. Online marketing information is conveyed quickly and to a wider audience and offline marketing is more traditional and opens the opportunity for in-person interaction. Making them work together creates an immersive experience for businesses.

Let’s dig into some of the strategies that effective PR agencies have been navigating to expand businesses’ market presence.

Branding consistency

One of the major strategies PR agencies have been using is maintaining a consistent branding of the businesses in both online and offline mediums. This is also a key element in bridging the gap between offline and online branding. Consistent marketing is using branding components like logo, design, fonts, colors, etc., in a company’s business cards, and postcards, flyers, or brochures in the same style across all marketing channels, be it offline or online.

Encouraging offline promotion

Despite being in the digital era, successful PR agencies have been encouraging companies for offline promotion. While the online branding reaches the mass quickly, the offline branding opens opportunities for in-person interaction with clients, investors and other stakeholders through seminars, events or conferences.

Online Testimonials

While the offline word-of-mouth marketing strategy has been very effective for businesses, this can also be replicated for online marketing too. PR agencies have been insisting on both online and offline customers to pen down short testimonials on their experiences with businesses. Conveying their experiences through short reviews or testimonials via mail, company website, social media or in-person interaction has been proven effective for a business’ growth and also gives opportunity for the company to promote with social proof. This strategy has also been proven effective for bridging the online-offline gap.

Parallel coverage

Eminent PR agencies have been effective in building strong relations between the companies and media outlets and customers through promotional coverage about the business on all platforms, be it print, electronic or digital media. This facilitates a business to reach words about their products and services to a larger customer base and also keeps the balance between online and offline branding.

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