Whether you’re looking to review your PR strategy in 2023 or are just interested in current techniques, Agency BANNERTON’s Sharon Bannerton has the latest buzzwords and how to add value with PR.
Every industry is changing and new ways of working are evolving, and this is certainly true in media and PR, where digitization, 24/7 news and scarcer media resources have revolutionized business over the past decade.
These are some of the obvious growing trends worth checking out as part of your PR preparation for the year ahead.
copy cat
PR in Ireland is busier than ever. Traditional media outlets rely more on contributed articles as some journalists cut back, or those that have are more thinly spread across their new digital newsrooms as well as their traditional print news and columns.
Also, the 24/7 proliferation of global news has made the journalism industry itself busier than ever, with pressure to break news and less time for research or expansion.
As a result, expert writing from outside providers, well-crafted exclusive press releases and features, and creative images and videos that provide a visual narrative are now much more readily accepted than before.
Incoming V Outgoing PR
Inbound is the destination where your customer or customer business is inquired about, questioned by industry and business issues. When journalists need specific stories for their agenda, exclusive news, or inside information on something, you want to be on the end of their call.
Outbound PR, issuing press releases and calling up contacts is the more difficult task where you build reputation and awareness of the media contribution a client can make. This “hard sell” is the bread and butter of PR who, if they do a good job, will drive inbound traffic.
And for those who do their “good job” in PR, the basics include always being available and reliable, having quick access to information and media resources such as images or explainers, and only addressing the media with current and industry-relevant original information inside.
What is new, useful or interesting for the media audience? No wasted time, no chatter, and nothing false or unfounded!
social supremacy?
Social media like Twitter and LinkedIn are still one of the quickest ways to reach the press.
It is an important source of news gathering for journalists, so a PR will encourage and support clients to share valid news and business developments.
Social content is short-form content, so resist the temptation to post excessive detail that just won’t be accessed. PR professionals can use social media to connect to longer content and resources elsewhere, or to test a client’s new or controversial comments on a topical issue.
The lines between influencers and traditional media have blurred.
influencers
The lines between influencers and traditional media have blurred. But with the rise of fake news, paid content, and social media endorsements, I contend that our traditional media titles always win through authenticity, insight, and quality content.
However, influencer partnerships can be beneficial. We used to call them “brand ambassadors” and they are still farm animals and can be seen as another promotional tool.
If they are “working” for your brand, remember that influencers depend more on visual content, trying and experiencing a product or service, and attending events or informational sessions. So align your PR activities accordingly.
Diverse content
New digital media platforms mean more diverse content and opportunities to collect content. Visual and audio narratives include podcasts, vodcasts, infographics, insta stories and more.
Demand for face-to-face interviews with journalists and live film or studio recording is on the rise again after Covid alienated us all.
PR professionals need to ensure their clients are media educated and experienced, and aspiring thought leaders need to hone their skills.
“People do business with people,” and adding a face to a brand or company is a time-honored practice that’s still very relevant.
Visual narratives and sound bites are always more welcome. People read less and want quick answers, so bullet points work better than flowery prose.
Eight hundred words is a good target for a feature, and if your press release is longer than a page, it better be some pretty amazing news.
To the point of vomiting
Paid media also have value. If it’s a sales message you’re making in a crowded market, your agency’s clever, compelling, and creative ad copy is the way to go. Or your PR can help with paid copy if your message is more complex.
Earned media, the newer PR content with original information, opinion or insight, is now playing an increasing role in the marketing ecosystem and will continue to serve leading brands and companies well in 2023.
remote control
Remote working and digital efficiencies have changed everyone’s schedules, including media professionals and PRs. It is important to renew relationships and resource requirements with media. Review the contacts, technology, schedules, and content that match the filing needs of the journalists and editors you work with.
Newsjacking
This is another buzzword that sounds new but has been around for a while. Basically, it means aligning your PR communication with current topics and breaking news.
Tell the right story at the right time, ideally within a 12-24 hour window. Offer insight, personal experience, or a unique perspective on a trending story, and you’ll give journalists an angle they may not have considered.
Supported by research, images, videos or interviews with thought leaders, your client’s company or brand can become part of a broader narrative and you create deeper media connections.
But you must remember that you are not the story. Don’t overdo it with your organization, product, or mission, but enhance the narrative in a way that exemplifies your expertise, advice, and understanding. The aim is to improve understanding for journalists and their audience.
It seems a contradiction in terms to be willing to hack breaking news, but most companies and organizations are aware of the positive and negative news topics affecting their industry. Most PRs are aware of the limited Newsjack window and have client resources and copies ready.
