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PR Tips

PR in the Social Age

By | PR Tips, Social Media

If you haven’t already noticed, public relations is no longer about just press releases, editorials, print features and TV coverage – social media has changed the game (almost) completely.

Social media puts you and your brand in direct contact with your audience, gives companies access to an almost-instant channel to react to news stories and straddles the fine line between marketing and public relations. (It’s both!)

With social media, your target audience or number of people who can spread brand awareness has suddenly spiked. So, how do we snag this share of the pie who will guarantee valuable online coverage? If anyone doubts the impact of online coverage, think of the number of people scrolling through the internet VS number of people flipping through the newspaper. Circulation rates don’t lie.

  1. Influencer Marketing Ensures Quality Customers

By now, you must have already heard of influencer marketing and the way that it is changing the marketing world. In 2020, micro-influencers are going to be leading the pack with their high engagement, wide reach, and low cost. Influencer marketing will lean into social media channels such as Instagram, TikTok, Pinterest, etc, especially for the Gen Z crowd.

Engage the right influencer for your brand who’s relevant to your product, and whose influence will resonate with your target audience.

  1. Incorporate Social Sharing into Press Materials

Your press materials should be a one-stop shop for all valuable information – and today, this includes your company’s social media handles and relevant hashtags. Press releases are still a goldmine of information and relevant today, but adding these makes your brand appear thoughtful enough to media who may wish to get nuggets of information from your social media sites.

They also serve as branding and makes your company that much more accessible to the younger crowd.

You may take it a step further and emphasise on keywords in your press release to make it optimal for search engines.

PR and social media content will complement each other, indefinitely, and being adept at both means securing maximum publicity for your brand.

  1. Crisis communications is More Palpable Than Ever

For crisis management, what’s most important is to know what people are currently saying. This is where social media parks itself as the bringer of real-time, valuable information that will feed into your crisis management plan.

When a crisis strikes, focus on a clear and cohesive message, and spread it online to rectify the situation. Social media is your best tool in these circumstances for its ability to alter public opinion – just make sure that you deliver the right message across. (This will come best from a PR expert)

Listen to your social media channels to what people are saying and use that feedback to allay fears and address concerns.

 

Social media and public relations are integral aspects of a marketing strategy. News is moving at a quicker pace than ever, and it’s time to get ahead in the game with PR and social media strategies that will maximise your brand presence like never before.

What Brands Need In 2020

By | PR Tips, Social Media, Uncategorized

Today’s audience demand something more. And if 2019 is anything to go by, we know that people are yearning for a human touch, yet are ruled by algorithms and big data; people claim to be on a “digital detox”, yet are unable to escape the snare of new social media platforms like TikTok. In 2020, brands need to be more sure than ever of what their audience need so that productive and efficient PR strategies can be implemented that will guarantee results. Here’s how public relations can help your brand in 2020:

 

  1. Reinforce a Strong Content Marketing Strategy

Content marketing is about communicating the right message to the target audience. Public relations should work in tandem with a solid content marketing strategy that drives home a consistent and relevant message. A solid content marketing strategy doesn’t mean an overdose of information – you should present both the media and customers with content that creates an impact.

 

  1. Storytelling with a Personal Touch

Which narratives are most effective today? Communicating to people’s emotions makes it easier to make an impact and enact action. A human touch easily sways perspectives and is more likely to be picked up by the media.

 

3. Giving Media What They Need

With the influx of information and brands, it’s no longer enough to pitch stories to media and ensure coverage. You need an expert to consider all aspects of a client’s social and digital footprint. “This could include creating original content in 10-second formats for social or getting spokespeople and influencers to do an Instagram takeover.” With the changing media landscape, how we pitch to media should change as well.

 

    -Offer media experiences

Media can’t report on what they feel is not tangible. By offering media experiences through media previews, creative media kits and media tastings, this enables them to write and for your brand to receive sufficient coverage. Allow the media to get a taster of the most unique aspect of your product and don’t bury the unique selling point – let them experience it.

 

  -Video Content

Video content is the most highly sought-after medium for communication. You could create engaging videos in various lengths and formats that encapsulates your brand. These videos, if picked up and shared by the media, may be circulated thoroughly and gain recognition for your brand.

 

  1. Leverage Data and Understand Your Brand                                                                                                                                      “An influencer on Instagram with 40,000 followers might have more impact on your brand than the local daily with a circulation of 300,000 because those followers are dialed into the specific vertical or industry you speak to.” Understanding the effectiveness of various platforms allows you to maximise the coverage in a cost-effective way. Does your brand require traditional media coverage or a micro-influencer who’s able to speak directly to your target audience? Influencer marketing has dominated the PR world in recent years and for a good reason – it creates conversation at a social level and with a really good idea, it organically earns conversation in culture and media.