Good news for you, online media addicts. The next months will mean more work but with many spectacular results for your clients - and your bank account!
Very often, I expressed my unhappiness with the low outreach of German companies via online media tools. The situation is not one of the best in Europe, but it seems that it will not stay for too long. According to an interesting study Zukunft der Unternehmenskommunikation in the coming months we may assist to a lot of interesting changes.
For instance, according to the study, social media communication will increase its presence into the branding and communication strategies of German companies with over 82%. Nowadays, the average use is of 48% of the daily PR activities. Content marketing is also expecting to increase with around 75%. Currently, the media and the public are influenced mostly by e-mail newsletters and the information distributed via press portals. Regarding this latest tool, I must recognized that I was not too keen to use it and preferred instead to communicate directly with the media. However, each time I used one of those free or charge press portals, I got unexpected results. Probably, a matter of checking the identity and the prestige of the company sending the media, as the membership to a press portal supposes the confirmation of some identity details of the sender.
The research published by PR Gateway mentions that the social media tools - together with media monitoring services and online press release services - contribute to the increase of efficiency of the PR work, with a minimal investment of time. I could not agree less.
The study is based on a researched made during August and September 2012, among 313 German companies covering domains such as IT, consulting and pharma industry.
With such good news for the next 12 months, I can't wait to check permanently how I will help my German and non-German customers to increase their presence in the online realm.
