By Suzanne Hermann and Katie Richter
The one constant in public relations is change and if the past two years have taught us anything, it’s that predicting PR trends can be virtually impossible. However, our team has seen certain shifts and changes in recent months that could indicate lasting patterns in public relations. In this week’s blog, we highlight 3 key public relations trends that are here to stay.
Diversification of media
The definition of valuable, impactful PR coverage is becoming much broader. Getting a feature in a national print magazine used to be considered the holy grail. Unfortunately, media houses are consolidating and magazines are reducing both staff and circulation, so landing that coveted print feature is harder than ever. As a result, writers are branching out and sharing stories across a wider variety of platforms, and their audiences are going with them…en masse.
That has meant a shift in how we handle PR research and outreach for our clients, along with a new world of opportunity. In addition to reaching out to contacts at “top tier” publications, we’re also talking with podcast producers, newsletter authors, YouTubers, bloggers, Instagram influencers, and even Facebook group moderators to highlight relevant information about our clients for them to share with their loyal readers and listeners. It’s also meant a shift in our reporting as we’ve dialed in a better way to show the value of each and every piece of coverage, regardless of its “reach.”
Our recommendation? Don’t put all your eggs in one basket. A diverse approach to media outreach will ensure you are reaching the right audiences at multiple touchpoints.
In-person experiential events
In 2022, we are cautiously optimistic about a return to in-person media events. After two very long years of virtual everything, we’re thrilled to be planning both showrooms and experiential events to share our clients’ incredible products and stories with our media partners. While a hybrid model is likely not going away anytime soon (and don’t get us wrong – there is incredible value in virtual events, especially from a budgetary perspective), we know that you simply can’t replace the value of facetime to build and foster strong relationships with media. With COVID cases trending downward across the country, we’re ready to dive in and get back to those invaluable exchanges that we’ve so sorely missed.
Storytelling over product placement
Supply chain disruption. It’s a phrase we’ve all heard more times than we can count–and according to The New York Times, a normal supply chain is unlikely in 2022. Our work means generating impactful PR coverage despite delayed product launches and inventory challenges by getting creative with story angles for our clients. With many product launches being delayed, we’ve been working to leverage the people working behind the scenes, whether it’s a charismatic designer pushing the limits of outdoor technology or a founder with an inspiring backstory. By seeking out interview opportunities to position clients as an expert in their field, we’ve been able to secure impactful PR coverage for our clients in the absence of product sampling. Thinking outside the box opens up chances to reach broader audiences and enhance overall brand awareness.
By getting creative, our PR team has been able to secure valuable PR coverage for our clients whether they’re debuting a new product or struggling through supply chain disruptions. Read more about our PR successes HERE or if you’re interested in learning more about how our team can help heighten awareness for your company, contact us HERE.