I recently messaged a magazine via Twitter asking them about some specific content of the magazine. Their reply astounded me. ‘I don’t know anything about the magazine, I just do the digital presence’. I nearly spat my coffee out. How on earth can you structure and maintain a digital presence for a magazine that you know nothing about?!!!! The digital presence must run parallel to the magazine. It must amplify its content, support and acknowledge advertisers, interviewees, partners, etc. I have absolutely no idea how you could even start doing any digital presence on a magazine or any brand if you have no knowledge of it! What content would you deliver? What information would you share?
Every area of PR and marketing i.e.; social media, digital marketing, online and offline media, events etc must be cohesive to the brand. You must stick to your story. Everyone needs to be singing from the same hymn sheet. Each stage of PR needs to build your brand. Each tweet, each post, each piece of information must run alongside the brands identity and story. To have a detached social media manager who knows nothing about the brand or magazine in this case, is an utter waste of time and money. The social media manager or PR consultant must understand the brand fully at all times. They must be aware of direction, new offers, new lines, absolutely everything. Social media, if used creatively and comprehensively can elevate your brand and if used incorrectly can be a complete drain of resources, both in terms of HR and finances.
PR must be monitored and available to change all the time. There is always room for improvement. If something isn’t working as well as it should, park it and try something else. It might just need tweaking a bit. Flexibility and change is important. Don’t be afraid to say ‘Ok, that didn’t work, let’s try this’ However, understand why it didn’t work and learn from it.
I digress slightly from my original point. Cohesiveness. If you want your magazine, brand, etc to be a success you must ensure all areas are running parallel to each other. All important information must be shared at all times to amplify and strengthen the PR and marketing. The digital presence is integral to PR. It cannot be a separate, detached entitity maintained by someone who knows nothing about the brand. Talk, exchange ideas, but make sure everything runs parallel.