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The ABCs of online marketing

Pay attention, class.

Below you will find the ABCs of online marketing. Each letter not only represents an important characteristic of successful Web marketing, but also contains hyperlinks to associated articles that might be helpful for your future efforts.

OK, are you ready? Let’s review our ABCs:

Authenticity: In case you’ve missed our recurring theme, Spin Sucks. Authenticity is key for successful Web marketing.

Branding: Make sure yours is consistent across all your digital channels.

Content: High-quality content leads the way. Refine your skills as a content creator, and encourage a culture that recognizes its importance.

Details: They matter. In everything you do, whether it’s your content, social, SEO, media outreach, or crisis communication plan. Take the time to pay attention to the little things—they have a huge effect on your brand.

Education: This field changes constantly. Therefore, must learn continuously so you can keep up.

Focus: We have a zillion and three distractions coming at us every minute. This is especially true when dealing with Web marketing. To be successful you must learn to focus, to prioritize, and to recognize when to take a break.

Grow: To expand a business is hard. It often requires not only the right digital strategy but also an associated strategy to get the financial resources you need.

Humor: Those who laugh with you buy from you, according to an increasing number of studies. Learn to use humor strategically to boost your Web marketing strategies.

Integrity: Integrity and reputation are the most important assets that you and your organization have. Guard them fiercely, and choose to work with others who do the same.

Journalism: Brand journalism is an exciting new area when it comes to digital marketing. It can take many forms, but it offers a big return on investment if executed correctly.

Klout: OK, we all know your Klout score isn’t the be-all and end-all, but what it stands for, influence, is an important part of Web marketing. Influence and thought leadership (not the buzzword version, but real thought leadership) in your industry are important components of a successful digital strategy.

Limits: Know yours. You don’t have to be everywhere at once. Figure out what channels make the most sense for your brand and for where your target customer is.

Mobile: Consumers are using mobile devices more and more both to interact with your brand and to make purchasing decisions. Do you have a plan to take advantage of this important communication channel?

Navigate: Navigate the business seas informed, but fearless. Have a plan, but don’t be blinded by it. Be aware of change, and recognize when you should change course.

Own: Why rent when you could own? Build a strong owned media presence, both in the content you develop and the community you build.

Paid: With social media platforms (we’re looking at you, Facebook) increasingly working to find ways to monetize, you can no longer ignore looking at how paid media fits into your strategy.

Questions: Engage your community with questions. Ask them what they think, what they like, how they feel. They want to tell you. Listening will strengthen your business and their trust that you are truly interested in their needs.

ROI: Sure, you might have 10,000 Twitter followers, but that isn’t necessarily going to translate into a strong return on investment relative to your business goals. Create a digital strategy that provides a ROI.

Strategy: You must have a well-researched, targeted, and actionable strategy to be successful. This reaches across all parts of Web marketing, whether community building, media relations, or content development.

Time management: Time management skills are crucial. Cultivate practices that help your productivity.

United: Effective communication is about how to unite all the divisions of your organization to work together. No more silos.

Video: Making video part of your strategy continues to rise in importance. It’s not just about going viral; video helps tell your story in a personal way to help your customers connect with you in a manner that no other digital channel provides.

Winning: That’s what you are doing as part of this community. Go, you!

X: The artist formerly known as integration. Imagine the four media types represented by the tips of the X. Build a successful strategy to bring them together. After all, every pirate knows X marks the spot.

You: You are an important part of your brand. Let your personality show, as well as that of the rest of your team. People want to connect with people, not with nameless, faceless brands.

Zebra: Who wonders what a zebra would tweet? I know I do.

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6 tips for bite-sized technical content


“Snackable” content is a hot topic in business-to-business marketing. According to this recent post on B2B Marketing, the average human attention span is now shorter than that of your typical goldfish. 

In a professional context, we are frequently short on time and under pressure to juggle conflicting priorities and meet tight deadlines. There are countless statistics to show that easy-to-digest, short-form (and preferably visual) content wins.

Whether it is a white paper, infographic, or case study, marketers are often briefed to create compelling content. The information that we are asked to communicate is usually highly technical. It can seem like an impossible task to create bite-size material without oversimplifying the story or omitting essential details. 

So, do the principles of “snackable” content still apply when looking to communicate highly complicated messages to technically demanding industrial B2B audiences? 

The first question, of course, is what are the “ideal” length and type of content to use in their marketing activity? Well, the answer varies depending on the nature of the material, but you can’t get away from this simple truth: the shorter, the better. 

We don’t kid ourselves. Snackable content does require a shift in mindset for some technically minded individuals. Lead generation can throw an additional consideration into the mix. 

If they have been asked to provide their contact information, isn’t there a risk that the reader will feel short-changed? But the strength of the content isn’t measured by the word count. It’s the value of what you are sharing that matters; your customer or prospect doesn’t want to have to trawl through pages of dense copy to uncover key takeaways.

Producing material on a complicated subject matter is usually easier said than done. Too often, the writer’s eyes are too big for the readers’ stomachs. The reasons for producing snackable content go out the window, despite the best intentions. 

How can you create content that appeals, while including all the requisite technical information?

1. Back to basics. Ask yourself three simple questions: Whom are you looking to talk to, what are their pressure points, and how are you going to help them? If you’re not sure, keep thinking or get input from somebody else.

2. Be clear. Identify your key message and make it clear that this is the purpose of the content. If you can’t summarise what you want the audience to learn from the material, then your reader won’t know either.

3. Keep firm. Don’t succumb to pressure, whatever the source, to broaden the content’s scope or include unnecessary details. It will only dilute the impact of the communication.

4. Don’t try a one-size-fits-all approach. Think about creating multiple pieces of content for different audiences and stages in the buying process. If there is too much to say, then try a series of technical papers. You don’t have to give the reader all the information in one go.

5. Think of your reader. When creating content, remember that we are all people. We process information in different ways, whether we prefer visuals, audio, or hard facts and figures. If your budget allows, consider multiple tools to deliver maximum appeal to your potential audience. 

6. Evaluate the results. Always measure the success of a campaign and accept that you might not always get it right the first time. Try alternative approaches, and use the analytics to hone your approach until you nail it.

The most important thing is to enjoy the intellectual challenge. It is not always going to be easy to create “tasty” technical content, but if you think carefully about what you want to achieve, then your content is likely to work harder for you in return.

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Why PR should be talking to SEO


If you work in PR and you’ve never struck up a conversation with your search engine optimization team, there has never been a better time to get to know them. 

In the past year, you may have started to see a lot more posts being published on the growing importance of content marketing and reputation management. PR is evolving, with PR and digital teams facing a greater challenge in working together ever more closely. 

PR is moving away from operating in isolation from the digital team to becoming an integrated function that aligns closely with brand, content, social media, and SEO efforts.

The simple truth is that each and every piece of content that you share and communicate is going to play a greater role in affecting how people in your online audience find and engage with your brand.

With over 6 billion searches recorded daily on Google (according to Comscore’s rankings), it is very likely that in-house SEO teams are becoming more aware of the importance of creating strategies focused on content and its placement. 

The relationship between SEO and PR teams should work both ways for maximum success. Here’s why:

The impact of good news on search results

PR has been contributing to search engine optimization for a long time. Creating positive brand mentions on media publications ultimately influences what consumers see when they Google that brand name. 

The more glowing the results, the more likely they are to trust that brand and purchase from it. Negative stories are pushed further down the search results, and all those positive mentions from influential websites are what SEO professionals dream about. It sends just the right signals to Google to get that brand ranking for its name and related search terms. 

In the absence of a viable alternative to reporting on Advertising Value Equivalent rates (what newspaper column inches would cost if you paid for that space), SEO is the answer PR pros have been looking for. Suddenly you are privy to a world where PR results can directly affect positive search results, rankings, website traffic, and ultimately sales. No longer will you just report on how many pieces of coverage you’ve secured, you can now answer your execs when they ask the inevitable, “But what’s this really worth to the business?”

How to measure PR activity

An SEO-led PR approach provides a multitude of factors to help measure PR’s impact. Your individual business objectives remain paramount, but try using these elements to give depth to your reporting. They will help you objective evaluate your approach: 

  • Rankings—brand name, long-tail search terms. How have these moved?

    Site traffic—has there been an increase in unique visitors?

    Inbound links—are there clickable links back to relevant content on your website?

    Average time on site—the longer people spend on a site, the more engaging and relevant to your audience the content is. This is also a significant part of Google’s algorithm.

    Social media referrals—how many people have reached your site through social media? 

    Social media mentions—how many uses of a hashtag or your brand name have there been?

    Audience reach—how many people could have seen your message?

    Inquiries/sales—the bottom line, are you making more money following your campaign?

    Domain authority of coverage—the higher the number, the more authoritative the website.

    Page authority of any resource on site you are linking to—has it increased?

    Brand mentions—how many times is the brand referred to?

You may find from using this in-depth reporting that a PR tactic you’ve been using for years just isn’t having the impact on the business that you’d sought. That’s the beauty of an SEO-led approach: It will quickly teach you what works for your audience and exactly what elements customers are ignoring. 

If a comment piece in the Daily Telegraph brings an increase in traffic or social mentions, then you should be media-training your spokespeople and getting their profiles raised, as that’s clearly what works for your business. 

If you’ve placed your luxury product with a luxury price tag on the shopping pages of a tabloid, sales and website visitor figures may show that coverage made no impact. Even though traditionally you could report that you reached over 2 million people and it was worth $15,000 in AVE. A re-evaluation of where your time is best spent may be necessary. 

Having a target amount of pieces of coverage isn’t sustainable for either PR agencies or clients. Eventually the previous high-water mark can’t be surpassed, and the client is left wondering why they are paying a lot of money for no visible return on their investment. 

Next steps

To make this approach work, it’s vital to open up communication channels between internal teams. It is evident from various industry events and conferences that we have attended in the last 12 months, this issue exists across a diverse range of businesses, with stakeholders that have responsibility for brand, content, PR, social media, and digital not aligning their approach to achieve the maximum impact. 

These teams need to work closer together in sharing their ideas and strategy deployment. Working as a single team is exceedingly more effective.

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PR Agency is an eye on business and brand.

 With an eye on a year’s general Marketing, the Business man wants to hire a Delhi-based public relations agency.

Business man, is expected to make frequent visits to the market ahead of anther thing in Delhi .


The chosen agency will have to ensure at least half a dozen stories each in national, regional and vernacular newspapers based on the inputs provided by client, Executive said, client is also seeking at least one story each in national magazines and television based on its inputs every month.


Best PR Agency gives support you eventually for reaching a large audience without the expensive cost of traditional advertising and marketing.

The PR firms will need to create awareness about brand ‘client’ in India and overseas to make it an ideal destination amongst various stakeholders. It will be responsible for informing the Information Commissioner ate about critical stories about client and its business. PR Company can change your opinion; reinforce your attitudes, because PR pros are assigned to a team that works with a client or project. This is because, in most cases, a team can provide better results than one individual. Teams bounce ideas off each other, can proofread each other’s writing, and lighten the load when people are too busy to complete a task.

Best PR Agency broad your positive attitude , connect with right journalists that’s why there are many type of business man ,leader want to hire Top PR Agency in Delhi, and take a good response to market and audience.


Public Relations seem so glamorous, after all what company doesn’t want to say we just hired a PR firm? Public relations if done right can reach a large audience without the expensive cost of traditional advertising and marketing.

We do social media pr for our client and give good traffic and reputation in the market. discussing client, LinkedIn, Face book or MySpace, Tweets, Pinterest, video clip, social material, influencer marketing, social service and of course, statistic and statistics.

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The Social Media Pocket Guide: Six Ways Marketers Should Use Social

big-brand-final_36The following is an excerpt from “The Social Media Pocket Guide: Six Ways Marketers Should Use Social,” an exclusive guide from Spredfast. The Social Media Pocket Guide reveals how marketers at big brands like AARP, AT&T, Discover, and Nokia have leveraged social to reach their campaign goals. Right now, “traditional” and digital marketers have an opportunity – and a critical need — to collaborate with their social counterparts like never before. Whatever your role, you’ll benefit from learning how social can contribute to a successful marketing campaign.

In just a short time, social media has become a ubiquitous mainstay in the lives of consumers. Popular platforms have rapidly grown to hundreds of millions of users, and the adoption of social media platforms has no end in sight.

This social media “revolution” has changed the traditional, corporate monologue into a two-way dialogue with customers and prospects.

Social media:

  • Allows companies and brands to learn more about target audiences easier and more affordably
  • Levels the playing field for brands of every size and industry
  • Provides cost-effective communications in comparison to traditional channels
  • Emphasizes great content, empowering companies to leverage helpful assets to attract fans, followers and friends
  • Harnesses the importance and relevancy of “now” – real-time, immediate communications
  • Delivers a greater reach, with a multiplicative effect of pass along, as compared to other marketing communications channels 
What this means for businesses is the time to embrace social media channels to reach customers and prospects is now. And while social media marketing and communications is no small task to undertake, there are six objectives every company should consider to have at the core of their social activity.

These include:

1. Building Brand Awareness

2. Making Customer Service Personal with Social Media

3. Adding Events to Social Media Programs

4. Adding Social Media to Product Introductions

5. Embracing Social Media to Build Your Sales Pipeline

6. Activating Your Community to Take Action

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