How has the web upheld PR-marketing differences?

We have a lot to thank the web for as a B2B PR agency. Not only do we have another platform for our communication, but the likes of social media and search engines have upheld the very purpose of PR.

As the Huffington Post tells us, the advent of social media as a marketing mechanism made many fear the end of earned media. Brands were now able to communicate through non-paid channels, and their complete ownership of the platforms meant that they were autonomous in their communication. But as the masses signed up to social media sites, earned media began to take the form of ordinary people posting about their positive experience of a brand. And the power of the internet helps things go viral easily, meaning that earned media on Twitter and Facebook can be read by many.

It’s not just social media that’s driven earned media. As search engines become cleverer at spotting duplicated content, they’ve begun to value genuine news and ranked brands higher that score good news content. Coverage authentic to a brand is now one of the key factors to SEO.

Part of PR is about driving authenticity. Our role is to generate organic coverage that tells the true story. Earned media is one thing that sets PR apart from marketing. While marketers gain coverage largely through paid media such as adverts, PRs strive to win coverage through generating relevant stories of interest. Social media and search engines mean that PRs can reap even more benefits of organic coverage. It’s reassuring to know that earned media is still rife, and that the mighty web will keep it alive.

Alex Brown has just started his career at Skout PR and will be a regular contributor to the Skout blog.

Browse more blog posts

Posted on
byClaire James
Chris Linsell left university with a degree in Economics and Finance but knew that this was not where his true interests lay. In 2004 he joined an independent creative advertising agency called Mustoes and has not looked back since. Q: Tell me a little bit about your background before joining Pirtek as Marketing Director Chris. A: As a graduate I...
Posted on
byLaaraib Khan
Why was PR your chosen career? I have always loved writing and all things creative. I remember in year 4 gathering a few people together and starting the school newspaper! Having dabbled in social media, digital marketing and music journalism, I fell into PR and have loved every second of it! If you hadn’t chosen a career in PR, what would...
Posted on
bySkout team
Why was PR your chosen career? It wasn’t! I have always been slightly obsessed with the media though. Since reading the news in the mocked-up news studio at Bradford’s National Media Museum as a child, the addiction has stuck. I worked in TV and broadcast media in Beijing for four years (which was an eye-opener) before coming back to the...
Posted on
byJames Weaver
On Sunday 31st July, England’s Lionesses ended 56 years of hurt by overcoming the goliath task of beating Germany 2-1 in the European Championship final to finally bring football home. It was fantastic to watch the team storm the post-match press conference to celebrate their well-deserved victory.  This got me thinking, how does one of the greatest sporting achievements for...
Posted on
byRebecca Brown
Whether you’re in B2B or B2C, promoting your brand and engaging with your audience through social media is marketing 101. It’s fast, free, and effective! Not only can you post updates about your company and employees to showcase the successes and personality of your brand but it’s an excellent way of sharing valuable content with key audiences. It’s no surprise that...
Posted on
byJames Weaver
London is often considered the epicentre for many of the UK’s varying sectors from entertainment to finance. But, when it comes to the tech sector, the North West stronghold of Manchester is arguably a hotbed for talent, startups and established tech firms. In 2019, £181 million of investment was pumped into the city’s tech sector, establishing Manchester as one of...
Posted on
byRebecca Brown
We chat with Lizzie Berwick, director and co-owner at media buying agency, MacCormack Media, about her varied role, all things media buying, and what makes a brilliant business relationship.
Posted on
byClaire James
By Claire James, head of client services and built environment specialist, Skout The construction industry is about to go through its most transformative phase for decades with the introduction of the Building Safety Act. These changes are driven by the still unfolding story of Grenfell, the public outcry, and the substandard building materials and practices used on this structure that...
Posted on
byRebecca Brown
More than half of B2B marketing budgets are devoted to building and maintaining relationships with new customers, but only a quarter of B2B marketers say their relationships are akin to a happy marriage.
Posted on
byRob
When you’ve worked in a B2B PR agency for over 25 years, it’s easy to forget that the ‘turbulence’ we experience daily isn’t the norm for many. This is because every agency day is different, you never fully know what to expect, and deadlines can be ludicrously short.  Growing agencies like us deal with a lot of uncertainty. The biggest...