This Is The Way We’ve Always Done It
2020 marks the beginning of a new decade. It’s an exciting (and sometimes exhausting) time to be a public relations practitioner. The profession is evolving – as are the needs of our clients and consumers. Social media algorithms and ad platforms change as often as the Mercury retrograde calendar. Traditional media outlets are pining for larger digital audiences and influencers are looking at a world without “likes.”
At Scooter Media, we’ve analyzed our PR playbook and evaluated what we’re taking with us into the new year – and what we’re leaving behind. “This is the way we’ve always done it,” is not a best practice.
Below are a few PR trends we plan on adopting and adapting to in 2020.
Less is More
From calendar releases to news releases and everything in between, the “standard” pitch needs an update – an abbreviated refresh. Long, detailed messages to media contacts need to be concise and provide the necessary hook (i.e., focusing on what they are interested in versus what you think they should be interested in). This provides space for follow up and an opportunity to build authentic relationships over the phone, Skype, etc. Media contacts are not a means to an end. They’re people too – working their way through endless emails just like many PR pros. So instead of pitching to dozens of contacts, be selective and intentional so as to not exhaust your resources – or yourself.
Show Me the Data
Data is integral to forecasting the impact and success of a PR plan. Today’s media landscape is enormous. From the shifting models of today’s daily newspapers to the explosion of digital publications/productions (not to mention the ongoing teeter-totter of social media influencer value), data drives good decision-making. Data allows for thoughtful pivots, smart risks, and a roadmap to show what works or doesn’t work.
Long gone are the days of vague data points and assumptions. Measurement tools are available at nearly every budget level to help PR professionals make strategic recommendations for clients looking to capture consumer attention via traditional and non-traditional media outlets. Google Analytics, Facebook Insights, ContactMonkey, HubSpot and HootSuite are just a few examples.
One More Time…with Feeling
Emotions will continue to be at the forefront of public relations and marketing. Why? Good, bad, or ugly – emotions connect and catapult messaging. Mention the Peloton Christmas commercial and you’ll receive a variety of reactions: anger over fitness and body representation in the media, frustration and/or sympathy regarding the depiction of the husband/wife dynamic, or confusion over the public outcry. All of that being said – how many times have you had conversations about Peloton in the past few weeks? Probably more than the average person has had in the last year. Kudos to Aviation Gin for hiring the actress, widely known as “Peloton Wife,” and capitalizing on the conversation. The spirits company has taken what some consider a patriarchal message to one of empowerment and feminine support. Long story short, emotions matter.
As PR continues to evolve its up to practitioners to monitor trends in order to deliver the best possible results for our clients. What do you plan on adopting or adapting to in 2020?