5 Old School PR Practices That Still Work

Much has been said about the changes public relations agencies in the Philippines should adopt. From targeting more digital media avenues to the way press releases should be written, practitioners around the world are told to make the shift…or risk getting left behind.

For the most part, agencies like ours have adapted to the times. However, there are still old school PR practices that to put that all-important human element to campaigns. Here are 5 strategies that transcend changes in the PR landscape.

Creative Press Kits | The Old School Method

Creative Press Kits | The Old School Method

The Old School Method:
Creative Press Kits

Why it Still Works:  A lot of agencies already do away with printed press releases and send them online instead. But sometimes, you need to catch the attention of your targeted media. A typical email might just get drowned in their inboxes.

Sometimes, a reporter getting a press release in, for example, can spell the difference between the discard pile and an actual confirmation. The possibilities of what you can do are endless…but just make sure that you’re able to convey your message through your creative execution. Otherwise, you’ll be wasting a lot of effort.
 

Personal Rapport With Targeted Media | The Old School Method

Personal Rapport With Targeted Media | The Old School Method

The Old School Method:
Personal Rapport With Targeted Media

Why It Still Works: PR practitioners now mostly communicate with their media contacts online—Viber, Facebook, what have you. While this is convenient, it can lack that personal touch that builds true rapport. Taking the time to meet your contacts in person and conversing with them during events will build friendship and establish trust. Think about it: Would you really just accept content or respond to communication from people you don’t know?
 

Product Positioning | The Old School Method

Product Positioning | The Old School Method

The Old School Method:
Product Positioning

Why it Still Works: Great storytelling should be the forefront of any type of PR or advertising campaign in the Philippines—but it must have a basis in solid product positioning. If they can’t tell how your product or service is different from others in the market, how will they respond to your story in the first place?
 

Customer Appreciation Schemes | The Old School Method

Customer Appreciation Schemes | The Old School Method

The Old School Method:
Customer Appreciation Schemes

Why it Still Works: Product quality, of course, will build brand loyalty. Interesting content online further boosts product awareness that might even translate to sales. But what does that do for your already loyal customers? That’s why customer promos will never get old. It allows your product’s loyal fan base to feel the love—which will only solidify their view of your brand. Now that’s good PR.
 

Going With True Influencers | The Old School Method

Going With True Influencers | The Old School Method

The Old School Method:
Going With True Influencers

Why it Still Works: Back when we were asked by our teachers what we wanted to do when we were grown up, none of us probably answered “social media influencer.” (Just goes to show how old we all are.) It’s undeniable, though, that key online influencer is a viable career track nowadays—and, as proof of their online influence, many of these would-be social media stars would show off the numbers of their followers to brands and agencies. But according to John Hall, CEO of Influence & Co., a company that specializes in knowledge management for marketing efforts, “While this can mean a higher number of ‘followers’ in your section profile, it doesn’t guarantee that those people are right for you and your brand,” he writes for Forbes.com.  

Your campaign strategy, then, is to go for true influencers. These are individuals, traditional media brands, and bloggers who might not have a huge following, but are credible writers and speakers. Their credibility gives their recommendations or words about your product more weight—which most people would believe, rather than a millennial who has a heavily-curated social media page.  

Looking for a PR campaign that can reel in both traditional media coverage and social media traction…while still retaining that precious human touch? Send us an email and see how our services can help your company!