Whether resolving to review your PR strategy in 2023, or simply interested in current techniques, Sharon Bannerton of the BANNERTON agency has the lowdown on the latest buzzwords and how to add-value with PR.

Every industry changes and new ways of working evolve, and this is certainly the case in media and PR, where digitalisation, 24/7 news and scarcer media resources have revolutionised the business in the last ten years.

These are the some of the obvious growing trends that are worth sense-checking within your PR provision for the coming year.

Copy Cat

PR in Ireland is busier than ever. Traditional media outlets rely more on contributed articles, as some cut back on journalists, or those they have are spread thinner across their new digital newsrooms as well as their traditional print news and columns.

Plus, the 24/7 dissemination of global news has made the journalism industry itself busier than ever, with the pressure to get news out and less time to research or expand.

In Association with

So expert copy from external providers, well-crafted exclusive news releases and features, and creative images and videos providing a visual narrative are much more readily accepted now than before.

Inbound V Outbound PR

Inbound is the goal, where your client or client business is in demand, questioned on industry and on their business affairs.  If journalists need specific stories to fit their agenda, or exclusive news, or the inside track on something, then you want to be on the receiving end of their call.

Outbound PR, issuing the press releases and calling contacts, is the harder task, where you are building reputation and awareness of the media contribution a client can make. This ‘hard sell’ is the bread and butter of the PR who, if they’re doing a good job, create the inbound traffic.

And, for those doing their own ‘good job’ in PR, the basics include being always available, reliable, having quick access to information and media resources like images or explainers, and only approaching media with original current information, relevant to the sector they’re in. 

What’s new, useful or interesting to the media audience?  No time-wasters, no waffle, and nothing incorrect or unsubstantiated! 

Social Supremacy?

Social media like Twitter and LinkedIn continue to be one of the speediest ways to reach the press.

It’s an important source for journalists’ newsgathering, so a PR will encourage and support clients in sharing sound-bites of news and business development.

Social is short-form content, so resist the temptation to post excessive detail that simply won’t be accessed.  PR professionals can use social media to connect to longer-form content and resources elsewhere, or to test new or controversial sound-bites from a client on a topical issue.

Influencers 

The lines between influencers and traditional media have blurred.  But with the rise of fake news, paid-content and endorsement on social media, I maintain that our traditional media titles always win out on authenticity, insights and quality content.

Influencer partnerships can be beneficial, however. We used to call them ‘brand ambassadors’ and they are still commercial animals, and can be viewed as another ad media.

If they ‘work’ for your brand, remember influencers depend more on visual content, on sampling and experiencing a product or service, and on attending events or information sessions. So, work your PR activity accordingly.

Diverse Content

New digital media platforms mean having more diverse content and ways of gathering content.  Visual and audio narratives include podcasts, vodcasts, infographics, Insta Stories, and more.

The demand for face-to-face interviews with journalists and live filming or studio recording is rising again, after Covid made strangers of us all.

PR professionals must ensure clients are media-trained and experienced, and aspiring thought-leaders must hone their skills.

‘People do business with people’, and adding a face to a brand or business is an old-school practice that is still very relevant.

Visual narrative and sound-bites are more and more welcome. People read less and want quick answers, so bullet point detail works better than flowery prose. 

Eight hundred words is a good target for a feature and if your news release is longer than a page it had better be pretty amazing news.

Ad Nauseam

Paid media has value too. If it’s a sales message you’re pitching in a competitive market, the clever, convincing, creative ad copy from your agency is the way to go.  Or your PR can help with paid advertorial copy, if your message is more complex.

Earned media, the more novel PR content featuring original information, opinion or insights, does now have an increasing role in the marketing ecosystem, and will continue to serve leading brands and businesses well in 2023. 

Remote

Remote working and digital efficiencies have changed everyone’s schedules, including media professionals and PRs. It is important to renew relationships and resource requirements with media. Check the contacts, technology, timelines, and content that suits the filing needs of the journalists and editors you work with. 

Newsjacking

This is another buzzword that sounds new, but has been around for a while. Basically it means align your PR communication with topical issues and breaking news.

Tell the right story at the right time, ideally within a 12-24-hour window. Provide insights, personal experience, or a unique perspective on a trending storyline, and you give journalists an angle they may not have considered.

Backed with research, images, videos or thought leaders’ interviews, your client’s business or brand can become part of the broader narrative, and you create deeper media connections.

But you must remember you are not the story. Do not over-do your organisation, your product or your mission, but add value to the narrative in a way that illustrates your expertise, advice and understanding. The goal is to improve understanding for journalists and their audiences.

It seems a contradiction to advise being prepared to hack breaking news, but most businesses and organisations are well-aware of the positive and negative news themes that impact their sector. Aware of the limited window to news-jack, most PRs will have client resources and copy at the ready.