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As trust declines and saturation escalates through marketing channels, it's interesting to note the rise of personal trust and relationships. This article addressing key social media trends isn't really addressing "trends." Instead, it's re-emphasizing the importance of your personal authority, integrity and one-to-one communications in your marketing strategy. In a word: trust. As relevant as ever in the world of public relations and marketing.
It’s a conundrum. Most folks agree that access to relevant, unbiased news is important. By the same token, technology, digitized content, changing consumer habits and revenue models have been upended as readers have traded in subscriptions and ad-supported print content for news streams and social media hubs.
The tech we love to use to consume news has been gobbling up the very medium we rely on.
We have two pieces of news to share with you today that we’re over the moon about.
PRA Public Relations is a national Top 25 B2B PR Agency Award Winner
DesignRush has listed us as one of their Top 25 B2B Agencies for all the right reasons: client care, expertise, great results. Even better, they’ve shared some great insight on why PR matters, and what 80% of executives care about when they are decision-making (spoiler alert: PR plays a huge role).
Creating a positive and engaging brand is different than in the old, one-way communications flow of press releases and pitches. The good news is there are more ways to engage, the challenge is you must stay on your toes and on top of the innovations and opportunity to connect in the realm of PR. Think of current PR as the new improved version of communications, the 2.0 version of your public relations strategy!
Two-way engagement is key for today’s PR strategy. Consumers feel more connected to your brand when they know real humans are not only behind it but care about them. They want to be seen as individuals rather than a marketing target. Through empathizing with customers, you show that you care about them, while showing what your brand is all about. An important way to help with humanize your brand is to establish core values for your company and lead based on those core values. Crackerjack Marketing explains, “People respond to people – it’s that simple. Steer away from the robotic marketing tactics and instead focus on being relatable, interesting, and most importantly, relatable. Have you ever visited a blog and noticed that an “admin” created all of their posts? Who is this “admin” you speak of and do they have a name? Appearing mysterious is just not going to work in your favor in this scenario. Your audience not only wants to understand the “why” behind what your brand is doing, but they also want to get to know your brand itself and the people behind it.” Everything done in the company should be in line with those values, including your PR.
Two-way communications is the heart of strategic PR. One great example of this is reviews. Positive reviews are important for your business; too many bad reviews will turn customers away, as we know. Podium explains, “84% of people trust online reviews as much as recommendations from family and friends as long as they meet certain criteria like authenticity, being in the right industry, and having multiple reviews on the same site.” You should never fabricate reviews or pay people for reviews without proper disclosure. The truth has a way of coming out, and when it does, it can hurt your brand. Remember that customers who receive a sample of your product in exchange for a review also need to disclose this information in their reviews, so that you don't get in trouble.
Influencer marketing has become more important in business over the years. Consumers now have more trust in influencers than they do in traditional advertising. Pixlee explains, “you want to connect with influencers, so they will speak about your brand. Ideally, you want them to say positive things about your company, but when you pay an influencer for a review, keep in mind you have limited control over what is said.” Authenticity is important to influencers because it's how they gathered a loyal audience. Make sure to collaborate with influencers who like your product and have similar values as your company. Just as with compensating customers for reviews, disclosure is required when you compensate an influencer.
Although PR is correctly identified as an earned, not paid, communications channel, there is synergy with certain paid promotional communications. Native advertising is non-promotional content that's natural in its environment. Sharethrough explains, “Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Native ads match the visual design of the experience they live within, and look and feel like natural content.” Although it appears to be informative content, there is still a goal of introducing readers to your brand. Traditional advertising isn't as effective on consumers as it used to be because people have come to view it as too pushy. Native advertising tells a story. It doesn't have salesy or promotional content. How do you inform people of your brand this way? Oftentimes, you'll have your brand name somewhere on the page stating the content was sponsored by your company.
To create an effective PR strategy, you need to be authentic with your brand communications, pay attention to feedback, collaborate with influencers and use native advertising. These are some of the most powerful strategies being used today in PR 2.0, the new, expanded approach to collaborative communications.
If you’re looking for managed public relations that digitally connects you with your customers, let PRA Public Relations help!
Sharing thoughts on connection, with a nod and apologies to Bob Seger.
Have you ever tried to connect with your customer, and felt like you missed the mark? Or, you’re a client, and you’re just not being heard. The invisible barrier is up and operational, and boy, is it real.
We’ve all been there, right? Both on the issuing and receiving end, when we weren’t sure if it was an actual human or a technological marvel we were dealing with. Yes, bots can be interactive and efficient, but the limitations are emphatically there. Connecting through communications may have changed dramatically through technology, but the basic human principles of listening, authentic voice and yes, occasionally, a good laugh, still matter.
A recent survey by the highly-respected research company Nielsen reveals confidence-inspiring findings for all of us who believe in the power of the fourth estate: A 2018 Nielsen Survey notes that journalism is trusted by 92% of consumers, ranking above independent consumer reviews.
Once again, we have been voted one of the top 19 PR agencies in our market. Thank you tech and fintech clients. Huge thank you to Expertise.com for selecting us out of 153 firms for our focus on results and excellence!
Are tote bags and other giveaways the new non rigueur in the world of media?
BuzzFeed recently launched a subscription campaign for readers, and supporters who forked over a year’s worth of fees at $100 a pop were rewarded with a tote bag. The question remains, is this a bold jump into a new revenue model - or yet another incursion against the struggling fourth estate?
Blockchain is much more than a swift mention in the rush to the next ICO or utility token. Blockchain is the digital backbone of an enterprise, and is poised to transform operational efficiency, transparency and security. But how to talk about it so it makes sense outside of the digital operati? This blog discusses the strategic road map to thought leadership in the critical sector of blockchain.
What happens when technology & fashion meet PAPER, culture's favorite "It" magazine?"
We'll be blunt; we love our work - but sometimes we really, really love it. Like when our senior media adviser and style guide to the stars Todd Schuetz worked to put together an amazing fashion, must-have brand and luxury guide to console the post-Valentine's Day blues. The result? A fabulous feast for the eyes and an amazing showcase for our cloud-based fashion client.
If there is an exciting and rewarding moment to be had in the field of public relations; its when our communications skills helps others.
This was the case when our co-founder Pam Abrahamsson was nominated as woman of the year by a fellow member of Women in Insurance and Financial Services (www.WIFS.org); an organization focused on the growth and development of women in the FinServ field.
I have to tell you about an interesting business proposal we received last week. Interesting not for the complexity of the project, but fascinating in terms of the proposed terms. Fascinating, yet not unique, which leads me to this conversation.
Intrigued? Hmmm...yes.
