Public relations specialists play a key role in building a brand’s reputation in multiple media outlets – newspapers, magazines, radio, television and online media. It is an invaluable tool to generate credible third-party stories, and safeguard the company’s reputation you've worked so hard to establish.
Why Does It Pay to Follow Public Relations Trends?
Media Public Relations Services stay abreast of industry trends to find news hooks to keep clients top of mind in the media. Similar to marketing, a variety of factors, such as customer preferences, staff expectations, and technology, have an impact on PR trends. If you want to keep portraying your business in a positive way as each of these sectors changes, your PR strategy must likewise do the same.
Brands may handle issues and opportunities by knowing the who, how, and when by keeping an eye on PR trends. This lessens the likelihood that PR opportunities will be missed opportunities. Additionally, you have a better understanding of how to develop story ideas or react in a manner that will be liked by your audience.
Allen Marketing Communications, Inc., a travel and lifestyle public relations agency based in New York City, shares the top five PR trends for 2023 that should guide your brand strategy. Have a look:
1. Publicists Will Broaden Their Reach and Establish Connections With New Platforms And Content Types, Such As Podcasts
PR professionals will continue to leverage a wider range of media as the kind of PR possibilities available continue to grow and evolve. The fact that there is a podcast for every audience is one of the best things about the emergence of podcasts over the last few years. Podcasts are a new medium to tell your clients’ story.
2. PR Will Make It Simpler To Measure How It Affects The Company
Consumer Marketing PR campaigns have always been challenging to measure the ROI on. Outlets may provide statistics such as the total number of unique visitors they get each month, ad impressions, etc., but this doesn't truly provide the whole data picture that brands are looking for in terms of reach.
In addition, brands want to know how their PR initiatives are truly influencing brand image, persuading customers to make purchases, and fostering loyalty. Some companies rely on Google Analytics to measure the number of visitors to a website during a particular campaign. Other companies may have a dedicated number to track the number of customer inquiries.
These things are becoming simpler to quantify thanks to PR analytics tools. The equipment, however, won't solve every problem. In order to determine what they genuinely want to monitor and how essential each statistic is to their stated business objectives; brands and their PR agency or team must start with solid KPIs.
Media Public Relations Services provides companies with additional analytical context to work with since, rather than focusing just on PR metrics, they can see how that data fits into their overall marketing analytics picture. This is something that every company should be doing anyway.
3. Media Outlets Will Depend Increasingly On Press Materials
Even while the need for internet content has risen dramatically since 2008, newsroom employment in the United States has decreased by 26 percent. (Source: Pew Research Center.) Newspaper staffs are becoming smaller, with just 7.4 percent of American journalists now believing that their work is highly essential. (Source: The American Journalist)
This implies that fewer full-time writers are available to media outlets to meet that need. The writers they do employ are thus often assigned to breaking news or more difficult subjects—areas where freelancers aren't as practical a solution.
As a result, there is an increase in demand for articles written by outside writers, specifically the type of thought leadership that is so popular with consumer marketing customers.
2023 should be your year to make this adjustment if you've had trouble persuading your executive team to put in the time and effort necessary for solid B2B thought leadership. If you're in charge of consumer marketing brand PR, you should encourage at least one executive team member to join the thought leadership movement and then focus heavily on pitching throughout the year.
4. Collaborations With Influencers Complements A PR Campaign
When it comes to influencer marketing, businesses have lagged, yet this tactic may really be quite advantageous for brands in this industry. Why?
Partnering with an influencer may do wonders for your PR efforts if you can identify one who is the appropriate fit for your company—someone who speaks to the demographic your company needs to target, who is well regarded by their followers, and who has high levels of continuing interaction.
For starters, you benefit from the PR and marketing benefits that come with collaborating in the first place, promoting your brand to the influencer's audience, drawing more traffic to your website, and building relationships with new prospective customers.
5. The Value Of Social Awareness To Consumers Will Keep Rising
Consumer marketers believe that businesses must have a strong social conscience.
A recent study found that 46 percent of respondents believe that businesses need to take greater responsibility for their role in society and that 55 percent of respondents are more likely to make a purchase from a company that exhibits empathy. (Source: O'Dwyer's)
Additionally, those customers are pressuring businesses to do more than simply speak about social concerns; they want them to really act on them, not merely donate money or mention them once a year.
In order for PR efforts in 2023 to be successful, brands that have not effectively expressed the social values that are important to them will need to do so right now.
The majority of consumers no longer want to give companies the benefit of the doubt. They want to know that the businesses they do business with genuinely uphold the principles they claim, even—and especially—when doing so is difficult.
These top five PR trends might assist direct your approach in 2023. Media Public Relations Services in NYC such as Allen Marketing Communications, Inc. can do the same.
Get in touch with these services right now to learn more about our media monitoring services and PR tools and how we can help you succeed in the next year and beyond.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.