How Important Is Traditional PR In The Age Of Social Media?

Although we're in the age of blogging and social media, being featured in the traditional media (TV, print and radio) is still tremendously important. In many ways it's even more important than it was a decade ago. PR specialists who are shifting their focus solely online are loosing sight of the value that traditional media offers. Whereas any effective public relations campaign needs to include an online approach that embodies social media, it's important to make sure that the core traditional elements are also in place.

Why is media so important? The recognition factor that media offers is immense. Most consumers will be able to recognize and identify popular newspapers, magazines or TV stations much more readily than they will the most popular blogs online that are not mainstream. The traditional media have built credible brands that carry weight, influence and credibility. If a story is featured in the New York Times, the Wall Street Journal or CNN, that coverage is going to be more impressive to the average consumer than if it were featured in the top online blogs. Perhaps even more importantly, if a story is covered in the media, it is all but guaranteed to be covered online by blogs and discussed on social media sites. Add to that the fact that traditional media outlets also have an internet presence and their sites generally generate more traffic than even the top online blogs.

Bloggers often write about what's going on in traditional media, whether it's a TV segment or a story that was covered in the newspaper. If you land an interview in media, you're likely to catch the attention of social media as well. Furthermore, appearing in traditional media gives you something to post about in your own blog and in social networks.

The truth is that social media and blogging should be a core component of any media relations campaign, and driving and controlling your message by placing stories in the traditional media is more critical than ever.

That said, it's important to keep in mind that how you pitch the traditional media is different than how you approach bloggers or online media. The online approach is more direct, you're talking more directly to the consumer. When pitching newspaper and magazine editors or radio and TV producers, you're pitching the media, not the public. You need to convince that editor or producer that your story is compelling and speaks directly to his or her target audience.

This is not an either or situation, you want a combined online and traditional media approach; but if you're looking to establish yourself as an expert in your field and to gain the credibility and validation of being perceived as a news story, you need a traditional PR campaign

Copyright © Anthony Mora 2011

By: Anthony Mora

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A Quick Guide To Choosing A Translation Agency

If a translation agency is going to do produce a flawless translation successfully, they will need to have the professional qualification, multilingual skills and technical experience in the subject field of the source document. The following are a few useful tips that can help you in making the right decision.

• Decide on your timeline: Before you choose a translation agency, you will need to decide when you want the project to be completed. The speed and efficiency of a translation service varies from agency to agency. While some agencies are capable of translating over 20 pages of a source document within a day, other agencies might have more moderate conversion speeds.

If you require speedy results, you will find it a lot more efficient using translation agencies with a larger workforce as opposed to working with a lone professional. Understandably, working with a translation agency and not a freelance professional will end up costing you more. You will however have a better guarantee about the quality of the final results.

• Do not focus on the price: Granted, the rates of a translation agency are important, but they do not have to be the only thing that you focus on. Picking the translation agency with the lowest quotes is not always a shrewd move. Sometimes, this approach can end up costing you more in way of editing, correction and bad PR. Do not just choose a company based on its price. Pay attention to what the fees cover. Some translation agencies do not provide proofreading and editing options outside their basic translation service.

• Pay attention to the translator’s technical skill: Technical translations require a lot of attention, sensitivity and skill. The results of a technical translation are even further enhanced if the translator has already had some experience in the affected field. If you plan on having a technical document translated, search for translators who are qualified to handle the subject area. Review samples of some of their past projects to get a feel of their competence. In instances where the translation agency is a new one, you can request for samples based on short excerpts that you provide.

• Consider certified agencies: Not every translation agency is certified. Although certifications are not compulsory for translators, they serve as a good reflection of a translator’s commitment to his craft. Certified translators are expected to maintain certain laid out standards that can only benefit you.

Choosing the right translation agency is extremely important.

Unfortunately, the high number of translators currently playing their services makes the task of finding the right agency a little daunting. Still, if you pay attention to the few tips above, you’ll be able to improve the outcome of the services you get.

By: clacandazo

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