While some things will never change in public relations – such as the need to build and maintain robust relationships with key media – other elements are always evolving, thanks to developing technology, needs and expectations of clients and of course consumer behaviour. Here we look at 7 trends public relations professionals need to stay on top of in 2023.
2023 will see the PR industry getting smarter with their data. Tracking the success of media and social media campaigns from beginning to end will be essential. By monitoring the campaigns key performance indicators (KPI’s) in areas such as media outreach, active coverage, quality of coverage and earned traffic throughout your campaign you’ll know if you’re on track to meet all your campaign objectives. If something isn’t working as well it should be, you’ll know exactly where you need to apply the accelerator, re-think your pitch angles or create new content.
Additionally providing current facts and figures to the media, either via your media release or in direct pitches, is an intelligent way to gain a journalist’s interest and provide them with content with clout.
A great example is one of our clients, ResDiary, who is fortunate to have access to booking data for a large percentage of Australia’s restaurants, cafes, clubs and bars. Diving in and analysing the data they collect allows us to uncover consumer patterns unique to Australia. By sharing their data with the media, Papaya has help generate over 130 thought leadership articles in the media, crediting ResDiary, based on fact not hearsay.
With everyone’s email inboxes bursting at the seams how can your message jump out and get the attention you think it deserves? While a beautifully written media release may be helpful once a journalist is already on board to write about your product, service or cause, getting the media engaged in the first instance will most likely occur through a well-researched pitch, specific to their audience and the type of content they’re responsible for producing.
Everyone is happy to interact face-to-face, in fact they are often looking for a reason to leave the house if they are permanently working from home. But you need to consider carefully what the best day of the week and time of to host an event is, with so many companies now offering work from home and flexible hours.
Have a big launch event planned? Put in the time and effort to reach out to the key media and social media you want to attend. Ask what their preferred days and times for events are and plan accordingly, and you’ll be guaranteed to get a much better turn out for your media event on the day.
Paid and organic influencer generated content isn’t going out of fashion, so establishing best practice for working with influencers is paramount for every PR agency’s social media division, as is having content that will stand out from the crowd with video content only growing in popularity.
Influencer campaigns need to be planned and executed in a professional manner, guaranteeing that the talent you choose to work with clearly understand your objectives, that they create content that aligns with your brand and that engages with your target audience. You don’t want to stifle their creativity, but clear communication will make sure clients, influencers and the public relations teams are all happy.
The role of the social media influencer is expanding. But it is not necessarily the influencer with the most followers who is going to be the best fit or give best ROI for your brand. Sometimes you’re going to get a better result reaching out to twenty niche influencers, with smaller groups of passionate followers.
It’s also smart to think outside the box on already established community you can connect with – for example mums’ groups or sporting groups.
Additionally, it’s never too late to build your brand its own community amongst those with a passion for the product/service you represent (for example really promoting and investing in making your own social media groups interesting and fun).
Once you have established the main ‘communities’ that are important your brand, and the key people or influencers who run them, then be sure to nurture them. Consistently check in, reach out, listen to and reward them for their loyalty.
Finally, a big splash of colour for thought. ‘Viva Magenta’ has been named the Pantone 2023 Colour of the Year, with this mix of deep red and purple is described as “brave, fearless and pulsating”. Pantone has proven itself to be the barometer of the global mood, but these three words also a good motto for all in public relations in 2023.
With every market becoming more cluttered with products and services, all jostling for their share of media attention; staff numbers in all media outlets shrinking and time allocated for positive news stories also reduced due to the volume of more serious news (wars, recessions, pandemics, global warming to name a few) dominating the news space how on earth do you get your message out to the people? Think big and impactful. Be brave with your approach, fearless about who you approach and make sure the story you are sharing is full of life.
May the PR force be with you in 2023!