Here’s the reality of public relations that no one in our industry is talking about, but we should be. While the media has changed from a print mechanism to a mobile multimedia environment, PR remains stuck in the 20th century. As consumers, we want our news on demand, and in turn demand that credible journalists give it to us immediately. And we don’t just want written stories – we want video, audio, live feeds, in living color. We’d also prefer it digested into cool headlines, in 140 characters, in 6-second vines and matching quizzes. Now, journalists need all these tools of the trade and more. And how do PR pros reach them?
Techniques & Tactics's archives
For many of us, Pinterest is a form of entertainment (or obsession). But for PR pros, it can be a powerful tool to connect with our audiences.
Now I know what you’re thinking: Is anybody even using Pinterest anymore?
Pew Research Center’s Social Media Update 2014, indicated 28 percent of online U.S. adults use Pinterest, representing 22 percent of all adults in the U.S. That’s way below Facebook’s 71 percent of online adults, but slightly above Twitter’s 23 percent and Instagram’s 26 percent. Yup, you read that right. ABOVE Twitter and Instagram. That’s something for PR pros to think about when recommending platforms and social strategies.
Have you ever watched a conflict between two other people at work and were reluctant to step in? Why is that? There are so many possible reasons:
- You don’t want to get in the middle of it.
- You’re unsure what to say.
- You don’t want one or both of them to be upset with you.
- You’re not a supervisor to either of the people in conflict.
- You’re afraid your approach will be too tough.
Overcome Opposition, Anti-Social Media and Contentious, Angry People
This is an era of easy allegation, rampant speculation, over-interpretation, contentiousness, and negative forecasting. To assure yourself that the public has the information it needs to make decisions effectively, you’ll need to deal with them and engage them directly, constantly.
This is a different discipline and requires different public relations tools than those so many of us are used to using. While traditional tools have their applications, it is the direct techniques – face-to-face work, small group work, and special contacts with critics, opponents, and detractors – that make this approach so different and valuable. When you rely on traditional media you get contention, confrontation, conflict, and confusion. When you rely on lobbyists, elected officials, and influence peddlers, you only get their agendas.
Compelling stories find their audience. If relatable, insightful, and filled with new, interesting facts, readers will consume content on an organization’s newsroom, blog or other microsite and share it with their social networks. Today, brand journalism is an important mechanism to strengthen an organization’s reputation and cause stakeholders to take action, understand a topic, support a cause, try a product/service, or visit a destination.
How Do Content Marketing and Brand Journalism Differ?
Brand journalism and content marketing seem synonymous, but have subtle differences. Content marketing creates awareness, grows an audience, converts leads, drives traffic and sells a product. Brand journalism entices action but in an informational, entertaining, inspiring and non-promotional journalistic style to earn stakeholder interest and confidence.
Tags: blog, brand, brand equity, Brand Journalism, content, content marketing, journalism, marketing, microsite, newsroom
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