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:
- 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.
- 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.
- 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.
