PR: Bringing the right tools to the table

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Here’s what leaders of some of our listmakers had to say about their recent work and trends in public relations:

Jolie Balido, President, Roar Media

Q: What is the most innovative campaign you worked on in the last year?

We are particularly proud of our work last year for an international bank and for a global beverage company, as this exemplifies how our marketing-communication firm’s integrated public relations and digital marketing approach across earned, owned and paid channels delivers results that support clients’ business goals.

For the bank, we developed a digital content marketing program designed to elevate its profile and drive qualified leads and interactions with small and midsize businesses. To promote the site, we developed a series of engaging and compelling content, and amplified the content and promoted the site via paid and organic search marketing, display advertising, email marketing and regional events.
For the global beverage company, we enabled the brand to engage and connect with multicultural moms and young adults through the launch and development of an earned, owned and paid media campaign, including social media, microsite, field marketing events, media relations and paid advertising.

We also brought a lot of innovation to our work for law firms, securing top-tier local and national publicity, building highly optimized websites, and using advanced digital social marketing strategies and video content production to support their goals.

Q: Does your firm specialize in any particular industry?

A: While we are discerning with the types of clients that we accept, our integrated services approach appeals to a broad spectrum of clients in multiple industries.

Q: Are you seeing any new trends in public relations?

A: We are seeing a growing need for public relations agencies to find new ways to meet the media’s demands for immediate, compelling content, and to meet clients’ needs to have their share of voice in a very noisy, competitive media landscape.
PR practitioners are reaching reporters in a multitude of ways, and building relationships with media via Twitter and other platforms, as well as using new tools and technologies to gather intelligence and build more informed, targeted campaigns that maximize ROI for clients. They are creating integrated campaigns that include traditional media relations and new digital marketing strategies, such as content marketing, influencer marketing and search engine marketing. And lots of video content.