B2Press list best communication tools brands are using to inform their target groups according to the digitalisation of public relations.
The similarity of products and services offered to target audiences in the rapidly changing competition conditions today leads brands to differentiate in their communication strategies. At this point, the communication tools used by brands play a critical role. Which tools do brands use to inform the public?
Brands that want to differentiate from their rivals are aiming to create and increase brand value by enhancing the value proposition of the products and services they offer through establishing a bond with consumers alongside rational messages, rather than a need-based relationship. Strategically conducted brand communication strategies play an essential role in creating a brand perception in the target audience. The crucial point for brands is the communication tools that are used to reach the public. Brands reach the public by getting coverage in television, newspapers, magazines and news sites. These tools are used by brands to inform specific groups periodically or continuously.
The evolution of communication tools and digital transformation offers new opportunities for brands. During the transition, newspapers are shifting to online media and pay attention to internet journalism, in order to catch up with the latest technological advancements. News on the internet is shared on social networks that almost everyone uses. Thanks to the internet, the newspaper is becoming a tool that readers can comment, respond or criticize actively. The transition of newspapers to digital media indicates that printed publications may become completely available on the internet in the next few years. Television, which has become popular throughout the world, remains its importance as a tool with great political, economic, cultural and social influence.
In the era, people search and find the information they seek through online channels. Online channels are taking the place of traditional media tools like television, radio and print publications. Traditional media, especially TV channels, are losing their popularity among youngsters with the emergence of social networks while they were the most influential tool for the brands until generation Z. While print is losing its influence, the number of news sites and e-magazines are increasing day by day. Examining the rates of accessing news in Turkey between 2015-2019, nearly 9/10 people (87%) reach news through online channels followed by TV channels (74%). The use of print has dropped from 50% to 46% since 2015 in accessing news indicates that print has lost its importance.
Brands that want to reach their target audience via traditional media can use a newspaper or a television channel, but this situation is similar to advancing through a linear communication model. The increasing importance of feedbacks and reactions of the public reveals the importance of two-way communication. Even though traditional media tools are widely used for informing the public, the usage of the internet and its importance is increasing day by day. Because of this, being visible on online media is becoming a necessity for efficient communication activities. What are the advantages of the internet for brands while informing the public?
Brands have started to pay attention to online visibility while reaching their target audience and potential consumers, as the number of content on the internet has increased significantly in recent years. The opportunities offered by online platforms attract the attention of brands in terms of informing the public. Providing many advantages, especially cost and speed, online platforms started to replace traditional media channels. Every newspaper brand has its website and social media account. The latest developments and breaking news get spread through online channels rapidly. This whole process provides a great advantage for brands that want to share their message to the public in the fastest and cost-efficient way. Getting feedback from the target audience is also very crucial in marketing strategies.
While online channels are prominent in today’s digital age, press releases — which are used to inform the public about a company, a development or a project — are the most effective communication tool to boost online visibility. Moreover, press releases written in accordance with SEO algorithms and published on online channels boost SEO strategies of brands and increase their search engine rankings. As press releases get published on news sites permanently, they can be reached even after years. Online press releases stand out with its dynamic and economic structure.
If you want to take economic advantage of online channels and increase your visibility on the digital platforms, meet Europe’s first and only online PR agency B2Press.