Back in the day when PR was still just PR, meaning it was traditional PR and there was nothing else, we never imagined adding a new skillset or breaking out a new practice, say PR agencies who do design too. But, fast forward to 1999, and the PR firm that employed me had a web team. The next one had a social team, then design, and many now have full content marketing divisions run by former reporters.

Then conversations about who owns what ensued. And, then marketing started taking jabs – it owns social, wait, what, no. PR owns social and content. Um, nope, now we have free standing content marketing agencies, and such. What wasn’t talked about – or lobbed from one discipline to another – were the practices within the practices; those were all but ignored, tucked under the rug, outsourced.

Now, it seems those practices are making a comeback and adding more value to (traditional) PR. Here’s a quick look at those practices and where we are now.

·        Award placements – Working with clients to identify awards shows and helping clients submit for award consideration can be of great value in the age of social media. Prospective buyers always want to see which vendors are on the top lists or are being recognized in specific categories of most interest them.

·        Event marketing – There are still a good number of journalists who use an event as a “hook” to cover a story and tweet about their interviews and tag interviewees. That’s another boon in the digital age when you can meet and greet a reporter in-person, establish a relationship, get coverage, and then maintain that contact through on-going contact on social media.

·        Product reviews – While there are less product reviews these days, there are still plenty which have great significance to the market and that are influential to prospective buyers.

·        Speaking programs – Clients generally know which conferences they will be exhibiting at throughout the year and may need help from an outside agency to handle speaking submissions and secured opportunities. The closed speaking session also carries weight on many fronts from being a forum to invite journalists to and using as a platform to promote on social.

So don’t forget to include these “niche” ideas into your PR plans and get creative on how you can leverage these opportunities to magnify your PR and social efforts.