News breaks faster than ever these days. In fact, social networks, like Twitter, often report real-time events before major news networks can even get to the scene. This new era of real-time PR has become a hot button over the past year. For instance, Oreo was one smart cookie during the Super Bowl last year when they used the blackout to their advantage. Instantly brands clamored to figure out the most effective ways to jump on the real-time PR bandwagon.
First, let’s define this new communications strategy. Real-time PR happens when brands react within minutes, not days, after news breaks. It can also include pushing clever content around a pop culture event or a moment. In most cases brands hope they’re setting the stage for their message to go viral.
Every brand, every day, tells a story.
Whether you’re a start-up, a mom-and-pop, a consumer packaged good or a corporate giant, every day you open your doors and put your brand out to the world.
How do they get to know you? Via your master narrative, the story you’re telling that lets the public learn who you are, what you do and what you stand for. For example, Dunkin’ Donuts tells a story about keeping people running with America’s favorite all-day coffee and baked goods to billions of busy consumers, whereas a brand like Staples puts forth a story of one-stop shopping for office supply needs.
It’s no secret that content is king. Not a day goes by where were not busy generating content in some form for our clients. We often here, “where should my content live—Facebook or my website?”
Our general answer is: both. Don’t neglect one over the other; rather, connect them all in ways that make them work together to drive engagement, SEO and consumer education all at once. With the rise of social media, platforms like Facebook, Twitter, Pinterest and Instagram are chipping away at the market share of one of strongest tools in your communication toolbox: your website. With recent stats showing Facebook having more than 1.1 billion users worldwide, it’s certainly tempting to drive your core customer to your Facebook page over your website. Not to mention it’s a lot easier to curate your news and opinions using Twitter.