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hi i'm matias i'm the founder of PRLab the  leading PR agency for tech companies from   all over the world welcome to our youtube  channel where we discuss everything about PR   in the digital era today we're  going to discuss what makes a   PR expert i'm super excited to be  here with you and i hope you are to   so what is a PR specialist? a PR  specialist is someone that takes care   of your reputation they make sure that you are  perceived in the way that you want to be perceived   now what is difference between a marketeer and  a PR person well a PR professional will take   care of the external part of your image how people  perceive you the relationships that you establish   how to get third party endorsements whether that's  from influencers or journalists or politicians or   key players in the niche or field of work that  you're in PR takes care of your earned media   as in external media and marketing takes  care of your own media your own channels   your blog your newsletter the ads that you run  everything that you own whereas PR takes care of   the external channels hence the metrics that we  use to measure success are different by nature   what does a PR expert do a PR strategy  goes way beyond tactics and we need   to keep it very separate a tactic is not  the same as a strategy a PR press release   is a tactic that belongs to a overarching PR  strategy so what do we do in reality? Well we take   care of your reputation and that means talking  to different stakeholders to make sure that   it basically grows and that it all we maintain it  if we are happy with what we're doing and we also   prevent it from being associated with things  that we don't want to be associated so we do   all sort of crisis communications in reality that  might look like creating content trying to place   that content in external outlets news jacking as  in jumping on trends and news and trying to give   your opinion writing opinion pieces organizing  events attending events to represent you   participating in awards and competitions  creating different pieces of research reports   understanding data digesting data and  sharing with journalists influencers   anything communicating to the external world  what it is that you're doing behind the scenes why does this matter to you well whether you are  a startup scale up a corporation or anything in   between it's very important to be proactive about  how we're being perceived a lot of companies   actually are not proactive about this which  basically means they are reactive once things   happen to them that's when they do something  about it but that actually has a risk attached   to it and that is that you are not in control of  what people say about you you're not in control of   how people perceive you and most importantly  you're missing on a lot of opportunities   to grow your business because PR is a key tool  to develop long-lasting relationships and to   actually make the right noise that in return  will bring you a lot of clients and attention   how has PR changed in the last few months or  a few years well PR became way more digital   we're more integrated with other areas of the  funnel whether that's SEO or content creation so   before or traditionally PR would take care of  printed channels like newspapers or printing   magazines now it still does but PR is working  more and more with SEO teams to achieve backlinks   in certain publications that will bring in a lot  of domain authority and will help you run higher   for certain keywords or it's more measurable  now because we can add UTM links when possible   with certain outlets to see how much traffic  we're getting from it and it also supporting   more and more other areas of the marketing team  whether that's events or digital activations or   even your sales team so PR is way more integrated  more measurable than before and less silent that's   how we change i hope you find this video useful i  hope you subscribe to our channel right here below