Technology can be a great tool to find out about your target audience, but PR experts are still needed to ensure a human connection. The way brands personalize their messages and content in general will need to be more authentic. With the events of 2023, we’ve seen some disruptive changes in the PR world. Industry trends are important to keep up with for PR specialists and businesses.
If a PR agency can supply content to media outlets, to support the creation of news articles and features, it could be an excellent way to expand a PR campaign’s reach. Typically full-time journalists are busy with more prominent news articles, meaning PR agencies can support the creation of less demanding news and features. Consumers sprint across many platforms, searching for engaging and relevant content that fits their interests. A well-crafted personalized PR pitch not only engages people but also has a higher chance of being selected by journalists and other media outlets and platforms. For example, you can work with different podcasts, YouTube vloggers, or other media outlets to place your client’s brand into the relevant media the viewer or potential customer is enjoying.
- The bottom line is that you’ll want to double-check any info journalists offer about when and how to reach them, and be ready to change your methods if necessary.
- Since 2005 Klarna has been on a mission to accelerate commerce with consumer needs at the heart of it.
- These aspects go several layers deep and are full of nuances that can vary from one influencer to the next.
- Hence, these factors are expected to drive segment growth during the forecast period.
- The goal of owned media is to reach a company’s desired audience organically, without the need for paid advertising.
- The cost-of-living crisis will remain a trending topic, with monthly opportunities for financial brands to jump on.
At the core of good public relations is creating and distributing original newsworthy content. Some best ways to generate this content are interviews, events, and conferences. This also includes in-depth interviews with industry leaders and hosting meetings and round tables. Authentic partnerships begin with identifying who and what is affecting your audience.
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- Trend Micro, a global cybersecurity leader, helps make the world safe for exchanging digital information.
- Seemingly overnight, consumers increased their expectations of the companies they do business with.
- As a result, the writers they do have are often relegated to breaking news or more complex topics—areas where freelancers aren’t as workable a solution.
In the not-so-distant past, businesses didn’t know how to measure the impact of their PR strategies. Their online reputation was a bit of a mystery shrouded in guesswork and hunches. prtrend Brands would issue announcements, publish some press releases, and hope for the best. Public relations professionals play a huge part in a brand’s online reputation.
LinkedIn thought leadership
Have a look at exactly what your client offers to the public, and conduct PR around that. As such, thought leadership will remain in demand, but newsrooms will become more decisive on the experts they want, according to their expertise and the relationship they have with them. The cost-of-living crisis will remain a trending topic, with monthly opportunities for financial brands to jump on. Tapping into this and connecting brands organically to what people want is crucial to keeping up with, and profiting from, the ever changing trend cycle.” As PRs it’s our job to make sure we give our clients’ audience what they want, but also influence what they need.
Newsletters are another great way for companies to build brand awareness with the individuals who would have the most interest. Whether you’re launching your own or receiving a mention in another company’s monthly email, you’ll want to highlight your expertise and value through every line of copy. Stay on a consistent schedule of publishing your newsletters and provide different insights in every edition. This new PR medium is a great way to promote your products to the people who need them the most.
Use data analytics to create more personalized content, and to place your client’s brand in the right spot. Whether connecting customers to their brands or connecting people from different perspectives, consumers expect brands and leaders to act as connectors. Understanding TikTok and video-reel creation is necessary to support influencer marketing campaigns.
Tools
More brands and organizations are committed to social responsibility because consumers now expect it. Artificial Intelligence (AI) is currently one of the most significant PR trends for 2024, and it will continue to revolutionize PR in the coming years. There is even a growing sentiment that AI will completely change PR.
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Think of this as the continuation of a PR trend that’s been ongoing for years now. If you want to reach a media professional quickly, head to Twitter. Despite its well-documented issues with toxicity and negativity, the platform remains one of, if not the, fastest way to convey timely information or breaking news about your brand to the press at large. PR has undergone a major digital transformation in recent years which is expected to continue. And to stay relevant, it’s important to pay attention to evolving digital landscapes and PR trends.
X (formerly Twitter) is a great platform to share instant news and updates with your followers. Instagram and TikTok are ideal for influencers who want to update their audience with short videos. If you’re looking to reach a B2B audience, LinkedIn is the way to go. The media opportunities trend allows you to personalize your pitching strategy all the way.
Virtual Events
Data-driven ideas are born that are backed by the use of technology, increasing the reach of these ideas. What is more, the two-way communication that some platforms offer is perfect for eliciting responses that will lead to improved PR campaigns. It’ll allow PR to have a tangible impact on the target audience. Luckily, articles that touch on the topics of thought leadership and other PR strategies are well-received by journalists and consumers, which means media outlets with a high demand for external content will engage with the content you pitch. With the rise of social media influencers comes live streaming.
To keep up with this change, product PR releases and strategies will need to reangle themselves to be already relevant and approved by an audience in an organic manner. Publications are moving away from covering new launches from a brand perspective, and more towards covering new launches from a reader perspective, whereby products are presented as already being popular and approved by their audience. We are already seeing, and will continue to see this trend infiltrate the press and product PR strategies in 2023.
But the reality is that it helps streamline the PR processes. Influencer marketing has been a central force in PR trends of the past several years, and 2023 will be no different. Influencers continue to crop up in every corner of the web, from micro-influencers on TikTok to influencers with millions of followers on Instagram. What’s more, they’re creating entry points into niches that might not yet be on your radar. Many companies see a DEI workplace as being a competitive advantage, especially during the ongoing Great Resignation. Companies that promote diversity and inclusion as part of their public relations tactics are not only appealing to customers, but also prospective employees.