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Public Relations Firms Rely On Old-Fashioned Snail Mail For Huge Impact

by Lisa An Freeman

posted in Business

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PR has evolved into digital communications; there's no disputing that fact. Modern PR professionals tap into digital communications to advance their clients' interests. Social media, digital advertising, and email are just some of the most useful tools in the digital PR toolbox. It's digital everywhere. But smart public relations firms are relying on old-fashioned snail mail to maximize impact.
In this age of interconnections, PR professionals have to think beyond conventional. It's important that design thinking becomes part of the problem-solving approach in modern PR.
Analog Mail Promo Pieces Have the Biggest Impact
Analog mail never lost its magic. Snail mail tends to be a laser-targeted, respectful approach to reach out to individuals and outlets you're interested in. You almost are sure that the recipient will read your message. Well, you can't say the same of the content-hungry social media feeds that characterize the digital scene. Old fashioned analog mail has a way of spreading comfort and clarity. Having good knowledge of the recipient at the other end of the postal network means you can adapt your message accordingly. It's easy to achieve clarity in the analog mail by being concise. Perhaps the best thing about analog mail promo pieces is that they are read and kept, unlike digital communications that are too easily ignored and lost in a melee of information.
Do it Yourself / Create Something Unique
A brilliantly crafted snail mail campaign for a PR firm starts with an idea. Think about why you want to send this particular mailer? What goals or objectives do you want to achieve? Your contacts need not just see an email but reap relevant business information that they can apply in their real world. Once you have an airtight idea ready, it's time to make a plan. When do you want to send out this particular mailer? Who does it go to? Get creative. Anything less than eye-catching would not suffice. Start thinking along the lines of ribbons, personalized notes and other tokens that make your analog mail promo pieces unique. At this stage, just one more fine detail and you're ready to go; ensure that you have the correct contacts, then pack and mail.
Wow Your Target Audience by Surprising Them with Mail
Your target audience is used to seeing a lot of tweets, Facebook messages, video chats and other social media, not to forget old-fashioned email. Wouldn't a well-crafted snail mail promo catch them by surprise? There's a higher chance you stand out of the crowd this way. Even in consumer marketing, people see less mail nowadays. An oversized postcard with an intriguing call to action is likely to get splendid responses.
About the Author: Smart Public Relations firms are rewinding the clock arm to take advantage of good old snail mail. It's cheap, affordable, and works like a spell. Perhaps you should give it a try.
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