One of the most useful tools in the PR toolbox is the company website. It may be very different from traditional PR methods, but in the modern age, it is key to your PR success. Just as PR is constantly changing in order to reflect evolving trends and the habits of customers, so too does the technology available for your website continue to evolve.
That means that for the smart PR officer, there is a constant need to stay up to date on just what’s possible and what has become outdated. The PR world moves swiftly, and failing to keep up with the latest trends can leave you falling behind all too quickly.
Here are the three best ways to make sure that you’re using your business website as the ultimate PR tool in 2018.
Keywords and SEO
For those in PR, visibility is essential. That’s why it’s so important to have some understanding of the importance of the keywords and SEO requirements for the business that you represent. Without that basic awareness, you make it much harder for consumers to find you, and without those customers, your role as PR officer is drastically minimized.
For traditional PR experts, these digital tasks may seem very complex, but there are a number of educational resources that can keep you up to date on the latest SEO trends and make sure that you don’t fall behind the digital necessities.
Content is essential
Content is the most useful marketing type available in 2018, and it’s also the best way to make use of your PR skills as well. Never underestimate the importance of your website content, and remember to use a variety of content types to make sure that you entice visitors to your company website.
Content is the most useful marketing type available in 2018, and it’s also the best way to make use of your PR skills as well. Never underestimate the importance of your website content, and remember to use a variety of content types to make sure that you entice visitors to your company website. For PR professionals, it can be difficult to make the shift over to web design that allows you to make the most of your content options, so it may be worth making use of companies like Datadesignsystems.com, who can make sure you have good quality and SEO-friendly content on a well-designed website.
Pleasing two audiences
Knowing your audience is vital in PR. It will dictate your tone of voice, the range of services that you offer, and the platforms that you make use of. The challenge for those in PR in the digital age is knowing the difference between your two different audiences: the human and the algorithmic. While there should be little left to say about the importance of knowing your target demographics, creating PR strategies that appeal to both your actual customers and the algorithms that dictate your presence on search engines is a tricky balancing act that needs some getting used to.
Ultimately, your PR strategies need to be aimed at those that are likely to spend money and embrace your company branding, but it needs to do so in ways that don’t counter the SEO and keyword work that you have already put in. Learning how to appeal to both bots and humans is the greatest challenge for public relations in 2018, and your website should be a place to experiment with new strategies.
A website that performs well is one of the most valuable marketing tools available for every business. Those in PR need to be aware of just how useful it can be, because PR has never been as important as it is in the digital era. It’s also never been easier, as long as you understand the transformation that has occurred in the shift from offline PR to the now vital online PR.
