Multi-Channel Publishing as the Decathlon of PR: An Introduction
Today’s blog is a guest post from Nicolas Scheidtweiler of Scheidtweiler PR.
The subject of multi-channel publishing is becoming increasingly important for the press and public relations. Especially companies with a specific goal in business communication must try to use this approach. In our view it is the decathlon of public relations.
What does multi-channel publishing stand for?
Multi-Channel Publishing stands for using a variety of media channels of communication. At its highest level, you can look at multi-channel publishing through its technical aspects: personal, telephone, printed, online or mobile.
In addition to these technical aspects, the channels can be differentiated by their design:
- Personal communications could be promotion in person at different venues such as marketing activations using brand ambassadors
- Telephone is the classic call center encompassing cold calls, customer service and follow-ups.
- In print there are newspapers, magazines, brochures or billboards.
- Online includes websites, eNewsletters and the web 2.0 with various social media platforms (Facebook, Twitter, Google+, Twitter, LinkedIn, etc).
- And in the mobile space, it’s about the mobile website and apps for your smartphone or tablet.
A third variation is derived from the targeting of these channels: Are you targeting buyers directly, targeting the media to obtain coverage, or other multipliers such as associations that you might want to partner with or sponsor?
Why it is necessary to use multi-channel publishing?
The target groups of companies and organizations (e.g. customers, prospects, employees, applicants, partners, suppliers, neighbors, etc.) use a lot of different media channels to get their information and news. Their usage of media varies by age, by professional background, by motivation, by education and of course by place and time. This means that sent information can reach their target groups in totally different ways. For example a businessman may read some emails or Tweets on his iPad in bed before standing up, then reading the newspaper at breakfast, afterwards using his smartphone in a bus and later visiting his business network at dinner.
In PR, the behavior our prospects engage in is more and more difficult to anticipate. It is therefore important in multi-channel publishing that information or messages in the different channels should be distributed in more than one way. Thus, the chance of success for the performance is increased. The complexity for the multi-channel publishing is very high. Now this doesn’t mean to just share the same exact information through each channel – your content must be adapted to the target audience of each channel. Twitter for small snippets of information, an ad in a brochure for a more visual look, etc.
From our perspective, PR won’t work without multi-channel publishing. In shaping brand perception and reaching different niches of your target audience, this can only be achieved through the use of different channels.
About the author:
Nicolas is founder of the PR-agency Scheidtweiler PR (www.scheidtweiler-pr.de). The main focus of his work is on the Multi-Channel-Publishing including press relations, social media and mobile marketing. Nicolas lives in Bremen, Germany.
Photo Credit: freedigitalphotos.net
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