Here are our tips to help you create more integrated and innovative PR strategies to stay ahead of the competition.
1. Use a Varied Approach
PR and marketing in the 21st century calls for you to combine traditional and modern methods. Focus on your campaign’s KPIs and use all of the tools you have available.
For example, an industry survey placed in a traditional media outlet is great, but you can also:
- Create blogs using the survey results
- Use an infographic to display the findings
- Use your social channels to promote the survey, results and content
- Use e-marketing or direct mail campaigns to follow up
2. Be a Publisher
Modern brands now have their own media outlets, such as websites and social media channels, which means PR is no longer solely reliant on traditional media outlets to share key messages.
You can build a community by creating content that engages and provides value to consumers which gives you an audience for your brand’s messages.
3. Continue to use Traditional Techniques
Traditional PR techniques remain a crucial way to boost your content strategy. A strong media database and editorial calendar built to suit schedules will help you choose which content you create and when. E.g. if you’re aware that an outlet needs information on email marketing, create a webinar in time for their publication date.
4. Optimise for Journalists
Don’t focus your content solely on your key audiences, although of course it does need to engage them. Keep journalists in mind as well. Doing this will increase the likelihood of your content being picked up by traditional media outlets. Focus on content that offers news or data that journalists will find of interest. If you have existing content that you think a journalist would find interesting, such as a webinar or whitepaper, you can reshape it into a by-lined article for them to pick up.
5. Data-Driven Creativity
The knowledge of an experienced PR is still essential and shouldn’t be overestimated, however that’s no reason not to bolster its potential with empirical information.
For example, a recent campaign design by the printer firm HP, Inkology, which aims to encourage more people to purchase its cartridges as opposed to cheaper, generic versions from other companies. They first analysed the social media-driven data and reached two conclusions.
1. Those most likely to use cheaper brands were small businesses and students.
2. These demographics used two specific HP cartridge models.
Using this information HP created content to suit each audience’s preference. It also helped the PR team determine where best to place the content in order to generate maximum impact amongst key consumers. This shows how data analysis can be a powerful tool to PRs looking to really target their efforts.
We hope you find these tips useful.
In the meantime, if you’d like more help with your PR get in touch with our team who will be happy to talk through your options.