Great PR and marketing opportunities occur virtually every day.
Well done if you spotted the intentional double meaning! By stretching the meaning of ‘virtually’ into modern-speak, the opening statement tells us that the opportunities arise almost every day and that they occur in the e-world on a daily basis.
Good PR and marketing isn’t just playing with words (although that is a vital element). It’s also about seizing opportunities to communicate effectively with target audiences, and it’s about maintaining a print and electronic media presence that facilitates effective communication.
Every contact with a customer is a ‘golden moment’ PR opportunity and the best way to capitalise on this potential is to ensure that customer-facing staff are fully prepared. Similarly, PR and marketing teams need to fine-tune their pipeline of activities so that no worthwhile opportunities for communicating in the wider marketplace are overlooked. A steady flow of quality media releases keeps editors and their readers interested and aware – and provides valuable words for further use.
Add into this mix the power of internet communication, and the importance of a dynamic, well-written and content-rich website, and constructive use of social media channels becomes blindingly obvious. The internet never sleeps and electronic customer touchpoints can occur at any time, so ensure your chosen words are ready for each opportunity.
Finally, remember the old proverb: Opportunity seldom knocks twice.
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 16 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.