TikTok, the pandemic and increasing digitization are all driving trends that could make or break your public relations success in 2023 and beyond. PR pros who stay on top of changing behaviors, circumstances and media consumption habits can leverage them to their clients’ benefit. The top four trends to watch and build PR campaigns around in the new year include:
While it’s always been important to write concisely, it’s even more critical in the digital era. Attention spans are shorter than ever thanks in part to popular social platforms like TikTok. You’ve got seconds and only a few sentences to hook a reader who might click away from your copy unless it is punchy and quickly gets to the point.
1. Streamlined messaging
Today’s audiences are easily distracted. This goes for consumers, social media followers, reporters and other key stakeholders who are exposed to thousands of ads, social media posts, emails and other online messages every day.
2. Exclusives
Magazines and newspapers are increasingly only accessible through digital subscriptions. And even if they still offer printed editions, online content is more and more prominent. Unique digital stories increase the value proposition for readers and distinguish the outlet from competitors.
For PR pros, that means the exclusive holds more appeal for journalists who want to deliver premium content to their subscribers. Offering an exclusive improves the odds an outlet will run a story and that it will be a well-written feature. Exclusives also are great tools for building new, mutually beneficial media relationships that could result in key coverage going forward.
3. In-Person Events
With the world opening back up, one of the most exciting 2023 PR trends is the return of live, in-person special events. Incorporating real-life experiences like launch parties and industry conferences into PR campaigns creates more ways to reach target audiences and endear them to your brand.
4. Shifting Journalist Roles
Even before the pandemic, newsroom staffs were shrinking. Then came the Great Resignation, spurred on by the COVID-19 outbreak. Now, reporters are stretched more thinly than ever. Remaining writers are working longer hours, covering more beats and tasked with creating engaging content that attracts enough eyeballs to generate revenue for their publications.
Showing empathy and respect toward journalists will go a long way toward convincing them to cover your story, and smart pitching is the best way to do that. Make sure to only send relevant story ideas and include all the resources necessary to develop a story. In today’s changing media environment, it’s essential to tailor your pitches to both the target publication and specific journalist on your media list.
The experts at GYC Vegas, an integrated marketing communications agency, understand what’s trending in PR and how to use it to clients’ advantage. We regularly monitor the media landscape and rely on that knowledge, along with decades of experience, to inform the recommendations we make and implement on behalf of our clients. Contact us today to discuss how we can leverage 2023 PR trends to help fortify your brand through increased awareness and media coverage.
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