The public relations industry continues to evolve. As visual storytelling, digital and social media all continue to play a larger 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 heads-up on your competition.
1. Video, video and video.
Have you seen a video, lately? Turn on any social media channel and you will see lots of them in all types of forms and variations. Whether it is 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 allows brands and businesses more opportunity than ever to connect with customers and prospects.
However, not every production will work with every audience. Going live on Facebook is certainly different than creating a segment for YouTube.
Audiences will also offer differ by age, gender and interest.
Testing and learning what approaches are most effective will help you determine what channels are best for your audience and provide you with the best return on investment.
2. SEO PR.
Search Engine Optimization (SEO) is always crucial for those businesses who depend on Google and other search engines for new clients. However highlighting press releases with key search terms is a practice becoming more popular than ever.
News releases should be newsworthy and still follow proper formatting.
Key words can be strategically placed in the release without losing the intent or flow.
If your company uses news releases as a PR vehicle, you can increase your ranking by adding important search phrases to your 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 per day.
Many are compensated by the number of views they receive.
As full-time staffs continue to shrink at newspapers and print publications, writers are under greater pressure than ever to produce solid writing that excites their fan base.
Businesses and PR practitioners that can assist in this process are a welcome resource.
Those who can deliver a nice package of ready-to-go 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 greater pressure to produce solid content.
They have less time to read and study each and every media pitch that comes along.
Emails with dramatic, fun and highly topical subject lines are more likely to be read than others.
Marketers should avoid the bland and tailor their writing accordingly to greatly improve their chances for coverage.
Podcasting is growing in popularity as a communications vehicle.
The overall quality and technology has greatly improved from prior years.
Many enjoy listening to podcasts at work, in their car, or relaxing at home. It is an easy and insightful way to gain industry knowledge, listen to 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 a highly targeted audience, and are aired on regular radio stations and multiple platforms.
Should you be selected as a guest, or create your own, the podcasts are an excellent tool to post on your website and on social vehicles.
Business owners can generate more credibility and increase web visits by making multiple appearances on various shows.