The public relations industry continues to evolve. As visual storytelling, digital media, and social media continue to play a larger role, many marketers 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 an edge over your competition.
1. Video, video and video.
Have you seen a video, lately? Turn on any social media channel and you’ll see a lot of them in all sorts of shapes and variations. Whether it’s Facebook Live, Twitter Live, Instagram or Snapchat, video is everywhere. And let’s not forget about the king of them all, YouTube.
Strategically produced video gives brands and businesses more opportunities than ever to connect with current and potential customers.
However, not all productions will work with all audiences. Going live on Facebook is certainly different than creating a segment for YouTube.
Audiences will also be differentiated by age, gender, and interest.
Testing and learning which approaches are most effective will help you determine which channels are best for your audience and will give you the best ROI.
2. SEO public relations.
Search Engine Optimization (SEO) is always crucial for those businesses that rely on Google and other search engines for new customers. However, highlighting press releases with key search terms is a practice that is becoming more popular than ever.
Press releases must be newsworthy and follow the proper format.
Keywords can be strategically placed in the release without losing the intent or flow.
If your company uses press releases as a public relations vehicle, you can increase your rankings by adding important search phrases to your document.
3. Journalism of Clicks and Hits.
Bloggers and writers are paid to produce content on a weekly or daily basis. Some even several times a day.
Many are compensated for the number of views they receive.
As full-time staffs continue to shrink at newspapers and print publications, writers are under more pressure than ever to produce strong writing that excites their fan base.
Businesses and public relations professionals who can help in this process are a welcome resource.
Those who can deliver a good package of out-of-the-box information that is on target and to the point have an excellent opportunity to generate a high level of media coverage for their clients.
4. Theater of headlines.
As mentioned above, writers are under increased pressure to produce strong content.
They have less time to read and study each and every media release that comes along.
Emails with dramatic, funny, and highly topical subject lines are more likely to be read than others.
Marketers should avoid the bland and tailor their copywriting accordingly to greatly improve their chances of coverage.
5. Podcasts.
Podcasting is gaining popularity as a communication vehicle.
The overall quality and technology are much improved over previous years.
Many enjoy listening to podcasts at work, in their car, or relaxing at home. It’s an easy and insightful 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 500-1000 listeners or more, reach a very specific audience, and are broadcast on regular radio stations and multiple platforms.
Whether you’re guest selected or create your own, podcasts are a great tool to post to your website and social media.
Business owners can build more credibility and increase web visits by making multiple appearances on various shows.