Yes, I know. There are so many buzzwords out there. People are telling you to do 'this,' and others are telling you to do 'that.' And this can confuse and make you feel overwhelmed. That is why when it comes to Modern PR, I have created a simple framework that can generate effective action and helps provide clarity, both on the strategic and tactical levels. You can always go to this framework when you don't know what action to take.

Also, this can help align your team. As well all know, marketing teams tend to be very subjective. Each individual believes they are right and knows the right strategy. That is why having a structured alignment can take marketing teams to the following levels. Let's jump into the two most important things to remember when doing Modern PR:

The Art of Touchpoints

One thing that differentiates Modern PR from traditional PR is the volume of touchpoints. Before the rise of the internet and digital platforms, marketers only had a handful of communication channels to deliver their messages; Newspapers, TV, Billboards, Flyers, etc. Today, there are significantly more distribution opportunities; Digital publications, Blogs, Forums, Social Media, Newsletters, Digital Magazines, Online Media Outlets, Podcasts, and Video Platforms, together with traditional communication channels.

This has transformed the communication game. Consumers make choices based on a multitude of touchpoints. Yes, some touchpoints are more valuable than others, but in Modern PR, each touchpoint plays an essential role in building a brand, positioning, and generating product or service awareness.

That is why brands must be very assertive in their PR. It is not enough to get one article a month, no matter how many readers that publication has. Companies need to dominate the news consistently. Leading entrepreneurs like Richard Branson and Marc Benioff understand this very well and have utilized Modern PR tactics to place their companies in the front of their respected industries.

Providing Value

Because there are many more communication channels, consumers are being fed an increasing amount of information. Knowingly or unknowingly, they are constantly finding out more ways to filter the noise. We all do that by focusing on important things and letting go of the rest. And usually, we all tend to consume content that we find valuable and add to our lives. That is why it is essential in Modern PR to provide as much value as possible at every touchpoint. This means that every quote your CEO gives the media, every interview, and every thought leadership piece has to be focused on the consumer, on the client, and on how they can benefit from it.

When discussing your product or service, focus on benefits and how your product can help someone today. Make sure to communicate it simply and concisely. Once you do that consistently, people will pay attention to everything you are attached to. This will lead them to spread the word about you and will help generate lots of brand awareness around your product and or service.

Conclusion

In Modern PR, there are two things that truly matter: Getting plenty of diversified touchpoints and providing value with each touchpoint. Companies that do both things consistently have a massive advantage over their competitors.