With the advent of new technologies for the public relations, marketing and advertising industries, it can be hard for a new business or solo entrepreneur to know where to get started and what the current best practices should be. Yesterday, to combat that confusion for small businesses, Google released an iOS app with short lessons that school users on best practices for content marketing, PR & Media, and Search Advertising, called Primer.
We put the PR & Media section to the test because we wanted to know how useful the app could be and to what audience. Our initial take is that this is a straightforward explanation about how public relations and media outreach SHOULD work. While small businesses will find it useful, it’ll also be useful in teaching clients or their managers and/or stakeholders, who may not entirely understand what exactly a public relations firm does.
Lessons in depth
What are the lessons like you ask? In the Find Your Media Match section, the app walks a user through how to find the right reporters and outlets to pitch their story to by quizzing them on how they should first think about who should go on the list. The first piece of advice (love!):
Industry pros will think to themselves, duh, of course that’s where you start. But clients may not realize that there isn’t an easy button or that it isn’t about blindly reaching out to every outlet and reporter we have in our “Rolodex.” There’s work that goes into successful programs and that success starts with research. There’s no magic wand that does the hard work for anyone.
While this is a great tool to demonstrate to clients how much work goes into marketing, public relations and advertising programs, it can also be helpful in refreshing the memory of PR pros about best practices in each of the areas offered.
We highly recommend downloading the app and giving it a try, even if you already know your stuff in the world of PR and marketing. Share it with your parents at Thanksgiving and Christmas this year (you do what again?). Share it with clients who have a difficult time explaining the value of programs to their managers. There’s at least a little bit of value in it for everyone.
Account Manager, Marketing Technology