Combining Online & Offline for a Successful PR Campaign

It was once said that ‘Any PR is good PR.’

This is not true.

All PR should aim to be good, if not great. Today, most companies understand that using online PR is a very effective tool. But it’s important to note that we should not completely move away from offline PR either. A combination of both can be exactly what you need to create a very successful campaign.

Breaking it down

• Online search – 45%
• Online news – 42%
• Print – 32%
• Broadcast – 26%
• Company website – 22%
• Friends & family – 17%
• Social media – 12%

A large chunk is still devoted to offline sources. By utilising the strengths of both, a very effective PR campaign can be created. It will certainly broaden your reach, considering there are certain demographics you may want to reach that don’t always use both online and offline channels.

A tale of two cities

An example of how you can combine the two forms is by letting offline PR (such as radio, tv, print) entice with interesting but brief information. To the point but allowing the reader to then peruse online for the intricacies of the story, which will be much more in depth.

The great thing with using both forms of marketing is that online allows you to reach further afield. By further, this can mean worldwide. Access to the information of the story you want people to see is instant. However, it is important to not just blanket he entire internet. It has to be focused. Working in tandem, getting your message out there via online means and then reining in the target demographic through offline methods can work very well.

What can you do?

The potential is limitless really. A basic idea however, would be to take advantage of a tool such as QR (Quick Response) codes. These are offline codes that require scanning with a mobile device.

By promoting your story offline, you then give the reader an opportunity to continue the story by using the QR code. This will then take them online and engage them further.

Of course, this is just one simple example of how integrating on and offline marketing can really make an impact.

Remember

You always need to think about the message and who it is going to. Only then can you effectively decide on how using the elements of online and offline marketing should be allocated.

This has been an expert tech contribution.

Written on behalf of PR Fire, a leading online public relations and marketing service that will raise your profile and help you connect with the world about your service or product.

About Jakk: Jakk Ogden is a professional self-employed blogger and the founder / owner of Technology Blogged. 22, with a love for good writing, you'll find me playing 'Drag Racing' on my HTC One X and rocking a pair of Grado headphones. If you love technology, be sure to subscribe to my feed for unique editorials. Find me on Google+. View author profile.