Online PR: The Pros and Cons of PR and Marketing

Nowadays, almost everyone can sit at home, fire up their laptops or mobile devices, and get information as easily as they get news stories. Thanks to the global pandemic, most people have more time to themselves, and with the advent of online PR and content marketing, they’re being courted to use that time productively.

While the world is a smaller place than it was before the pandemic, the way we communicate with each other is bigger. Thanks to online PR and marketing (ORM for short), content creators can produce content when and where they need it, and consume what appeals to them. PR professionals can take the same content, distill it into simpler, more appealing tidbits, and place them strategically in top tier publications. All of this can be managed from a single source: a computer or mobile device.

Considering all that, it’s no wonder that more and more brands are turning to ORM to get their messages across.

The Pros

With most marketing and public relations efforts traditionally undertaken in-house, getting advice and counsel from professional experts who are also brand advocates can be invaluable. ORM, with its own unique blend of expertise, provides that counsel, and allows marketers and PR professionals to pull together high-quality content, and distribute that content effectively to key influencers.

Creating and curating a robust digital advocacy program requires a certain set of skillsets that can be difficult to find in one person. ORM provides that individualized attention to detail, and ensures that your entire program is consistent in tone and approach. Additionally, with the platform connecting you with top tier influencers and journalists, you’re instantly connected to an audience of interested and engaged individuals who are more than happy to lend their support to your brand or initiative.

The world of digital marketing and public relations is constantly evolving to fit the demands and preferences of consumers. Thanks to platforms like ORM, whose content creators must adhere to certain guidelines, the evolution is being shaped by informed thought leaders who understand the power of advocacy marketing.

The Cons

Even with all the pros, there are still some cons that should be mentioned. The biggest con is that, while ORM provides a wealth of knowledge and access to highly qualified individuals, it doesn’t always provide the solution to your problem. The platform is a place for content creators to grow and prosper, but it doesn’t provide them with all the tools needed to be effective marketers or brand advocates. Additionally, unlike with some traditional PR agencies, there is no single contact point for the brand or company you’re working with: every influencer and journalist you connect with will have their own specific contact details, and it can be difficult to get a complete picture of what’s going on without constantly pinging multiple people.

How To Use This Information

With so much information available online, it’s essential that you determine what action you need to take, based on what you’ve read. Consider what the pros have to say, and then use this information to form your own opinions about whether or not PR and marketing efforts via digital media are right for your brand.