An Integrated Approach to PR

The communications landscape has never before seen the level of diversity that exists today.  What began as an ‘experiment’ back in 1981 (see below), has led to a revolution in how we attain and consume news.  With worldwide, 24/7 access, available through a multitude of digital devices, the ability to consume information has never been so easy.  But with this, comes an increased pressure on modern PRs to deliver an integrated approach.

As the internet becomes the ‘go to’ for sourcing information, products and suppliers – and none more so than within the family marketplace, where mothers are still amongst the main consumers of digital media - so too, does PR become as much about populating the web with compelling content, as it does about generating traditional press coverage; managing reputation and image through all available platforms. 

Lil’ Spin works across media platforms, encompassing traditional, digital and social media, to ensure messages are delivered to those that need to hear it, and here’s why:

Online image

Gone are the days where one could afford to be complacent with their online presence.  Now, every credible company needs to be on-top of their website and adopting social media or else risk looking out of touch and, worse still, lose custom.  Where once the realms of the internet sat strictly in the hands of HTML coders, now PR  plays a fundamental role: developing strong SEO-led copy for web-pages and engaging content for social media.

Social value

If you’ve ever had any doubts about social media, it’s time to reconsider.  According to research, 40% of social media users have purchased an item online or in-store after interacting on a social network i.e. Facebook, Twitter or Pinterest.  At least 50% of those purchases have been made within a week of that interaction.  Indeed, it’s reported that a majority of social media users now prefer to connect with brands through Facebook, and over half of Twitter users recommend companies or products via Tweets.


Traditional media outlets still have a big advantage over their digital media rivals - the value of the tangible, printed hard-copy still outranks that of digital media, even if only in perception alone.  Whilst the readership figures of traditional media might be half that of a digital counterpart, their readers are invested into that media, especially if they’ve paid to receive copies; generating a more loyal readership, thus adding credibility to their editorial content.


Digital exposure can work on multiple levels, not only increasing awareness and exposure for the brand but also with aiding search-engine visibility and organic results.  Digital stories also have longevity and can remain on servers for far longer than a print copy might stay on a desk or coffee table - it should be remembered that this will be the case with both positive and negative stories. 

Consumer Journalism

Blogs now reign dominant in the realms of consumer journalism, and none more so than within the nursery sector, where there are currently in excess of 6k active parent bloggers.  Existing media outlets have already integrated consumers into news reporting. The Huffington Post is amongst the pioneers, regularly publishing bloggers’ posts since its inception back in 2005, whilst other media outlets allow consumers to comment and add to news reports.  This interactive form of consumer journalism is the modern day answer to traditional Word-Of-Mouth (WOM) and it can be one of the most effective methods of gaining traction for specific PR messages.   For further information about the value of blogs why not revisit our post: The Importance of Mummy Blogs: Mummy Blog Savvy

If you require assistance or advice with the best way to implement an integrated approach to your PR, why not get in touch with Lisa at Lil' Spin for a free consultation. t. 0845 257 1479 e.