There is definitely no doubt that the 21th century rapid advancement in technology has dramatically shifted how we think, act and communicate.Cutting across you who seems to be an early adapter of the internet and its endless opportunities or you a strong believer of our old traditional ways, here are four shifts in public relations and marketing your company will want to embrace now or in the future.
1. ENGAGE TOP INFLUENCERS.
With the rise of self-publishing platforms and social-media networks, brands can collaborate with connected individuals whose published content carries great clout amongst niche audiences.
Forget press releases and prized interview slots, influencers are usually prided content creators who want to collaborate with impactful images on Instagram, well thought-out prose on Twitter or a series of compelling videos on YouTube. When an influencer’s content style, audience and aesthetic is well aligned and respected by a brand, content collaborations can become a very powerful PR and marketing tool for your company.
2. CAN YOU ANSWER THE QUESTION "WHY"
This for me is a deal breaker because lots of stake holder have gone pass over looking "MISTAKES" that seems not to matter, right now every single detail is questioned and short coming not taken for granted. In today’s world of watchdog technologies, brands are scrutinizing every consumer touch point. From YouTube videos that expose poor customer service to Twitter comments that belittle brands for not living up to their promise, companies can no longer mask inefficiencies. This is both a challenge and an opportunity for brands to establish and implement core values that humanize them and make them more relatable to the public.
3. INVEST MORE IN CONTENTS NOT ADVERTS
Its so sad to note that the days of genuine content development are beginning to fizzle out....brands no longer tell their stories rather they are more more consumed with increasing sales pitch thus promotions are merely entertaining. Tools like sponsored posts and native advertising, allow brands to create rich user-specific content that tells a relevant story
The days of guaranteeing mass viewership of catchy slogans are dwindling. Consumers now have choice over what content they engage with and brands need to understand what drives them. From responsive video series to interactive social media campaigns, brands need to become clever and more customized than ever with their online content.
4. GIVING EXCLUSIVITY TO THE LOCAL PRESS
Commuter papers, trade journals, dailies and broadcast shows still carry third-party credibility and weight in today’s digital world. Keep in mind these publications are dealing with more competition than ever. A mass press release, for that matter, is not likely going to gain you a coveted feature in your national newspaper or a slot on the local morning show. If you want to land earned editorial with traditional press, offer the outlet you are targeting an exclusive angle. Your brand has many layers. Find the right outlets to tell each aspect of your brand story to.
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