The modern marketing sector is most active online. By creating websites that are a source of information about services, as well as online stores, the number of potential customers is increased. Cooperation with the media can be cost-free. The additional opportunity to use paid advertising campaigns is a powerful tool that affects consumers. This is due to the general access to the Internet as well as the huge number of its users.
How to build a company's image on the web?
At one time, a popular method for creating a basic website was the use of so-called business cards. The information contained therein allowed only for the inclusion of contact details, as well as a brief description of the company's activity itself. Of course, this type of solution can be used as a tool to support website traffic. The most important element is to create an appropriate website that will help in building a reliable image of the company on the web. Cooperation with the media must have solid foundations. Basic activities, aimed at increasing interest in services and products, should be based on creating content that will present the company, present its strategy of operation and will also contain visually attractive photos, for example from individual projects. Therefore, even if the photos available in the general free databases are of very high quality, they have nothing to do with the company.
Photographs showing the actual course of work will be much better. Before a potential person spends a moment of their time reading the content itself, there is a subconscious process of assessing the attractiveness of the page or its overall readability. This applies to the easy navigation of individual establishments. The process should be intuitive. If someone has to try to find a menu, offer description, or other options, they will likely give up browsing the site and go to a "more Internet-friendly environment". Due to the fact that many people surf the Internet not only on computers, but also on smartphones or tablets, websites should also be optimized for this type of device, in other words: they should have their mobile version.
How to create a recognizable brand?
Creating a brand image is an important part of marketing. The customer must be sure that the company or product he wants to use is worthy of attention and worth the price. Therefore, all kinds of marketing activities should be continuous. The benefits of creating an attractive website with content valuable to the client are actually temporary. Dynamic changes in the Internet media, related to the methods of promotion, paid campaigns, as well as the fact that other companies, also from related industries, use the same tools, make it necessary to be flexible in your activities, open to new opportunities, and above all closely observe the traffic on the website or the number of customers making the actual purchase and on this basis take specific actions.
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Therefore, any activities in the field of Public Relations use a number of tools available on the web. Cooperation with the media has many names. Campaigns may be associated with so-called Newsletters or e-mail messages to customers in order to present a new offer. However, it must be remembered that the content is most important. Activities of this type require a lot of practice as well as creativity to successfully break through the range of other information that the average Internet user receives on a daily basis.
Can influencers help in promoting a brand or product?
According to the English definition influencere is a person who has an influence on public opinion. It could be a celebrity, a blogger with a large number of visitors, or dynamic people on social media. The number of their followers, i.e. people following entries, videos or newly added photos, is a group of potential customers. Currently cooperation with influencers is another component of internet marketing. Of course, this type of opportunity was initially used in the USA, where companies stated that the promotion of products can take place not only through advertising spots in which world-famous stars appear, but also people who are known on the Internet by several dozen or even several hundred thousand people. . In some cases, they may be influencers with a small number of followers, even several thousand. Whether it is worth starting cooperation with a given entity should be determined by the analysis on the basis of which the brand will determine what its goals are and whether the interest is a general increase in recognition, or whether it wants to reach niche customers.
In any case, the first stage of starting cooperation should be the conclusion of an agreement between the parties, which allows you to count on professionalism and commitment on the part of the influencer. This is the time to set a deadline as well as the goal that the brand wants to achieve. It must be remembered that the entire network consists of a huge number of interconnected pages. Every day on social media, posts, photos, services and products from other companies are shared. Even such activities, performed by a large-scale person, translate into an increase in the number of potential customers and help to build a positive image of the company
Cooperation with the media in crisis situations
A crisis in the organization is actually inevitable. Every company will experience it to a greater or lesser extent, so it is important to prepare for it. In fact, effective crisis management starts in times of calm. The creation of standard procedures and the appointment of people for crisis management are very important elements, thanks to which the company will avoid chaos and disorganization. In addition, it should be borne in mind that the media will play an important role. The key word in crisis management is openness, and this must not be missing in cooperation with the media. Deliberately and consciously omitting important information that is inconvenient for the company is the worst path. There is a very high probability that the facts will emerge anyway, and then it is much more difficult to come out of the whole situation with your face.
The media has enormous power in creating the company's image. In a crisis situation, they are able to add warmth to its image or even the opposite. Hence the simple conclusion that media relations are always important. An organization that does not care for mutual relations in times of peace will have a very difficult task. It will be difficult to find a journalist who will side with the organization if he does not know its full history. When the first indications of a crisis appear in the company, it is best to act immediately. Postponing informing about the situation in the media works to the disadvantage of the company and in the end it will only turn out for the worse. When dealing with the media, it is worth focusing on 5 actions: warning about problems, apologies instead of retort, trying to improve the image, distance and honesty.
Cooperation with the media and creating the image of the organization
Customers choose brands they know and trust. Therefore, it should come as no surprise that establishing cooperation with the media is a very good step, because thanks to them it is very easy to create the image of the organization outside. Cooperation with journalists is a mutual benefit - the organization can easily reach a wide audience, while the journalist receives material for publication.
It should also be noted that the media are opinion leaders. Consumers very often follow what appears in the mass media, and journalists are a trusted source of information (although here a lot depends on the type of medium chosen). Radio and television enjoy great credibility. People evaluate them as reliable, and at the same time few declare that they do not use them at all. Credibility, in turn, translates into the ease of shaping the company's image.
The situation is slightly different in the case of the Internet. Here, many people declare that they do not consider it a reliable source of information. Internet journalists are a separate issue, as they seem to be credible to most Internet users due to their independence. Cooperation with the media allows you to shape the image of the organization in the eyes of consumers. Importantly, it gives a chance to appear in the minds of many consumers at the same time, because the media reaches a very wide audience in a relatively short time. Cooperation with the media allows us to achieve the first results very quickly.
In cooperation with the media, the tools with which an organization can create its image are important, including these are:
- press releases,
- interviews,
- TV coverage,
- radio program,
- inviting journalists to participate in events,
- a permanent column in the newspaper.
Principles of cooperation with the media
How to build media relations? What are the rules for effective cooperation with journalists? What to avoid and what to pay special attention to? These are most likely the first questions that pop up in the mind of an organization that has never had the opportunity to cooperate with the media before. The most important rule is to remember that a journalist is also a human being. Treat him as you would like to be treated yourself. And except that…
- Build your journalists list wisely. Your company deals with fashion? Avoid contact with journalists who deal with politics. Even if, by luck, he decides to cooperate with you, you won't reach your target group anyway. Once you have created the database, contact journalists, present your content and find out if they will be interested in publishing it at all.
- Don't flood a journalist's inbox with a million messages. If the topic is interesting for him and he decides that he wants to cooperate with you - I will contact you. Attempts at remedies and sending hundreds of e-mails asking for a response are very unwelcome. Journalists have to browse through a lot of news every day, so do not add more if you don't need to.
- Build relationships with journalists. Time is very often important in media relations. A journalist asks you for a good quality photo? Try to send them as soon as possible. Otherwise, there is a real risk that you will see competition instead of your product in the article.
- Quality first and foremost. If you want to send a press release to a journalist, double-check it for punctuation errors, stylistics or spelling. You want to establish a professional cooperation, so present yourself as a professional. Journalists do not have time to correct mistakes, and if they do appear - the information will most likely end up on the shelf "rejected".
Of course, such rules can be multiplied endlessly. Here we have listed the most important ones that will increase your chances of establishing cooperation, and you will learn the rest during the cooperation.