With the new year comes new and increasingly popular trends in PR. Although new trends are harder to come by, many past trends are starting to make a bigger impact in the public relations world. Check out the trends below-- you will not want to miss out on these.
Organic vs. Paid Media
While paid ads might get in front of more people on social media platforms, the interest in organic media continues to grow. Organic media is also known as earned media, and many B2C companies put more value in this type of media over paid. However, earned media can be a mystery for anyone who isn’t well versed in the social media world. On the other hand, more businesses are becoming more wary of what is being pushed out into the public, so understanding the target markets and how they respond continue to be a challenge for businesses. Considering fact that this piece of media is on the rise also means that more agencies will be popping up all over to help with this concept. Competition is increasing, so getting ahead on this piece of PR will be crucial to gaining business.
As mentioned above, the increase of PR firms and other agencies that specialize in certain media areas means less in-house public relations operations. Outsourcing will become the most popular way of maintaining PR because of the amount of smaller businesses that are opening up. Outsourcing happens when the company cannot afford to hire full time employees to do the job or if they need specialists to get the company back on track or off the ground. There are many reasons why outsourcing is better, so be ready for more PR agencies and outsourcing to take off.
Focused Content Strategy
Content strategy comes from creating and amplifying content to influence a set target audience. When the brand and its goals are understood, content marketing becomes that much easier to focus on. The target audience also has to be researched in regards to who they are, where they are, what they like or respond to, what they dislike, and more. What comes after that is to know how to create content that will resonate with the audience’s needs and desires.
Video vs. Photos
Fact: Displaying content through video creates better comprehension of a company’s brand to their audience. Photos have a power of their own, but with all social media channels, videos seem to get priority in the algorithm. A video with captions gets even more recognition because not everyone can have the volume turned on when watching the video and putting in headphones can sometimes be inconvenient and annoying. Also, having a descriptive video on the company website will be more convenient and helpful for those who would rather listen than read a written post on the “About Us” page.
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