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Trending PR Strategies for 2017
The public relations industry is constantly evolving. As visual storytelling, digital and social media continue to play a bigger role, many marketing professionals are looking to incorporate more tools into their PR war chest.
Here are some of the hottest trends that could give your business a boost and a leg up on the competition.
1. Video, video and video.
Have you seen any videos lately? Turn on any social media channel and you’ll see tons of them in all types and varieties. Whether it’s Facebook Live, Twitter Live, Instagram or Snapchat, video is everywhere. And let’s not forget the king of them all, YouTube.
Strategically crafted video gives brands and businesses more opportunities than ever to connect with customers and prospects.
However, not every production will work with every audience. Going live on Facebook is definitely different than creating a segment for YouTube.
Audiences will also vary by age, gender and interests.
Testing and learning which approaches are most effective will help you determine which channels are best for your audience and give you the best return on investment.
2. SEO PR.
Search Engine Optimization (SEO) is always essential for those businesses that depend on Google and other search engines for new clients. However, highlighting press releases using key search terms is a practice that is becoming more popular than ever.
Press releases should be newsworthy and still follow the correct formatting.
Keywords can be strategically placed in a message without losing intent or flow.
If your company uses press releases as a PR tool, you can increase your rankings by adding important search phrases to the document.
3. Clicks and Hits Journalism.
Bloggers and writers are paid to churn out content on a weekly or daily basis. Some even several times a day.
Many of them are compensated by the number of views.
As full-time staff continue to dwindle at newspapers and print publications, writers are under more pressure than ever to produce solid writing that excites their fan base.
Firms and PR practitioners who can assist in this process are a welcome resource.
Those who can provide a nice package of prepared information that is on target and on point have an excellent chance of generating a high level of media coverage for their clients.
4. Headline drama.
As mentioned earlier, writers are under more pressure to produce solid content.
They have less time to read and study every media pitch that comes along.
Emails with dramatic, funny, and highly topical topics are more likely to be read than others.
Marketers should avoid blandness and tailor their writing accordingly to greatly increase their chances of coverage.
5. Podcasts.
Podcasting is becoming increasingly popular as a means of communication.
Overall quality and technology have improved significantly compared to previous years.
Many like to listen to podcasts at work, in the car or while relaxing at home. It’s an easy and straightforward way to gain industry knowledge, hear from experts, and even appear as a guest.
Keep in mind that some podcasts have larger audiences than others. Some have 500-1,000 listeners or more, reach highly targeted audiences, and are broadcast on mainstream radio stations and multiple platforms.
Whether you’re selected as a guest or create your own, podcasts are an excellent tool for publishing on your website and social media.
Business owners can build credibility and increase website traffic by appearing multiple times on different shows.
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