The public relations field is in a state of flux, thanks to the continuously evolving digital landscape. Babbler and the PR Council recently hosted a PR Genome webinar, titled “SOS: Reporters just don’t respond like they used to,” to discuss how PR professionals can best navigate the digital revolution and effectively engage with media in 2017.
Here are three webinar takeaways to help PR pros adjust to these shifts, continue to build relationships with reporters and maneuver the progressive online world.
1. Tell a story with your press release.
Over the last several years, press releases have shifted towards visual storytelling. Today, text-only releases fall flat, and reporters expect releases to be more visual in nature, with assets like high-resolution product images and infographics. These elements elevate traditional releases, helping them tell a more compelling and complete story. Plus, visuals are the simplest way for people to consume content, which results in enhanced consumer engagement.
2. Consider micro-influencer partnerships to build trust.
Influencer marketing is evolving. Brands are shying away from big name celebrities and social media ambassadors with mega followings, and partnering instead with groups of smaller voices called micro-influencers. These social networkers, bloggers and videographers are passionate about their topics and are thought leaders within their smaller niche networks and communities. For instance, a micro-influencer could be a yoga photographer posting instructional videos on Instagram, or a travel and adventure blogger writing about unique cultural experiences. Micro-influencer partnerships are cost-effective, too, because they require little to no money, but rather free samples in return for promotion. By tapping into these targeted circles, brands can create authentic and more direct lines of communication with audiences they want to reach.
3. Use social channels for pitches that make a connection.
Reporters are inundated by emails, with 44 percent of reporters receiving up to 100 pitches per day. What’s even more daunting is that around one-third of reporters answer only five percent of those pitches. As a result, outreach via social media is gaining popularity, and industry thought leaders predict it will become part of every successful PR pro’s relationship-building toolkit. You can use a reporter’s personal social pages to better understand their style, interests and preferences. From there, it’s easier to create a pitch that will grab their attention and build a lasting relationship.
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