Public Relations & Social Marketing Insight

At Onalytica we have been looking closely at the transformation of PR as we know it. Our vision is to evolve media relations into influencer relations professionals by managing relationships with hundreds of key influencers rather than just journalists.

Think about the numerous analysts, politicians, bloggers, thought leaders, industry professionals, stakeholders and influential consumers that all have big audiences that you want to reach. Influencer relations is a truly essential part of modern PR (we also offer a B2B influencer relations platform for PR practitioners)

One of the most time consuming parts of influencer relations (or influencer marketing) is identifying the right thought leaders. What if you just wrote a new blog and you have no idea what influencers would be interested in your content?

We’re here to help! We built a new tool to do this. Before it took up to an hour to find 10-20 relevant influencers, now you can do it in less than a minute…

Did you catch that breaking story? Somewhere (anywhere), an opportunity for your brand just landed online. What did you do about it?

If you wrote a blog post, created a video, or launched a campaign and got press coverage, you’re already newsjacking.

More and more, inbound marketers are using newsjacking to create a tidal wave of traffic around their brand. The secret to their success? A powerhouse media monitoring tool.Newsjacking is impossible to completely prepare for, and relies on reacting as soon as possible. That means newsjacking teams need to know where to look for opportunities, and get updated on them before they’re old news. Not really possible when you’re manually searching for stories...

Back in 2007, when Twitter was taking off, the PR industry faced a pivot point. It was no longer effective to cold email as many journalists as possible....

What PR practitioners found was four key elements to getting their stories out there:

1. Tell a story
2. Help journalists stand out among their competitors
3. Create captivating content that customers and journalists are going to find valuable
4. Do extensive research to find where the audiences are, and distribute your content there

In other words, they began doing content marketing. There are several other ways content marketing has changed the way we “do PR.” Here are a handful of examples:...

While it may not be the norm in public relations just yet, integrated communications is starting to take up more bandwidth in the PR process.

At our recent PR Agency Elite Luncheon, PR News spoke with Lia LoBello, a management supervisor at Peppercomm, which captured the Elite Award for Integrated Communications. LoBello shared a few tips on how PR execs can maximize integrated communications.

LoBello said that Peppercomm’s motto, “Listen, Engage, Repeat,” is the agency’s driving force behind working with other marketing disciplines. She added that in order to demonstrate their value, PR execs need a “deep understanding” of myriad marketing disciplines and should help decide how melding the various marketing channels together will create the best go-to-market strategy.

In helping to create integrated-marketing plans, PR agencies also need to take a “deep dive” into social media, LoBello said. “You need to take a hard look at all of the social channels,” she said. “Using Instagram may require a different approach” than Facebook or Twitter, for example. You have to match each social channel, if it’s appropriate for the campaign, with the ultimate goals of the client....