Pointing out that the media landscape has changed throughout recent years is like saying the sky is blue or that water is wet. With a continually shifting and increasingly fragmented media ecosystem, PR is changing too, whether it wants to or not. Influencers today are more diverse than ever before. From traditional media, to bloggers, to the rise of micro-influencers, opportunities for sharing messages now span a dizzying array of channels. Today’s environment means moving beyond issuing press releases and instead building relationships with reporters. It also means leveraging innovative tools and techniques to reach, connect with, and influence audiences and industry alike. Want to know what’s in store for 2019? Here are five trends shaping PR in 2019.

Brand Authenticity Takes Over – In this era of “fake news” and privacy debacles, the need for authenticity is critical. Audiences don’t want to be marketed to; they want to connect with brands on a personal level and trust what’s being offered. Smart organizations will be genuine, honest, and transparent in their communications, enabling them to capitalize on opportunities to forge bonds and instill loyalty. In the end, greater authenticity will deliver the deep-seated connections customers crave, allowing brands to rise above the noise with messages that resonate.

Say Hello to “Brand Journalism” – The rapid-fire news cycle, combined with pressures to keep the content pipeline full has created a news vacuum…and an opportunity for organizations to step in to fill the gaps. One trend – a practice known as “brand journalism” – opens the door for companies to becoming their own storytellers. Brand journalism marries traditional journalism, marketing and public relations. It leverages digital publishing and social media to weave engaging stories that inform and educate rather than drive action, while highlighting brand value from a fresh point of view. Organizations can tell a good story in journalistic fashion via a company blog, Instagram account, or YouTube channel. Starting small and building up as stories gain traction is an effective means of putting brand journalism to work. The key is to focus on the issues and trends that matter to customers and prospects, wrapped up in a compelling story.

Press Releases are Evolving – As previously mentioned, the traditional media landscape is transforming into something new. In today’s 24×7 world, the news cycle is fast-paced, and attention spans are shorter. Therefore, the way we communicate must also be transformed. Information is being consumed in different ways, and how reporters find stories is changing. With digital and social media, reporters no longer have time to wade through a lengthy press release to get to the meat of a story. The bottom line? Press releases must evolve to become a valuable content source for media.

Meaningful Measurement – In volatile economic times, the value of PR is vitally important. But, how do you demonstrate that worth? Developing the right metrics to show ROI is essential. Identifying business outcomes that matter most and mapping them to PR strategies is the first and most crucial step to effective measurement. Clearly defining and sharing metrics ensures everyone is on the same page. Without a clear understanding of how tactics are tied to metrics, proving PR’s value is challenging at best. Tracking both short- and long-term results is fundamental – showing sustained growth over time illustrates the muscle of the overall PR strategy, while understanding the impact of a specific campaign enables real-time course corrections.

Embrace the Right Data – The key to using data to its best advantage is to first understand your goals. The number of collectable data points roughly equals the number of grains of sand on the beach. Without clear comprehension of the goals you’re tracking against, it quickly becomes data for data’s sake. Once you’ve identified metrics based on business outcomes, you can rapidly hone in on just the data that’s meaningful for your business. There are also a myriad of tools available that enable you to act decisively on key data points while remaining focused on your big-picture goals. Use them so you’re working smarter, not harder.

As strategies and tactics continue to evolve, being mindful of these key trends will help companies influence audiences and enhance their brand through more effective PR.

PS: “AI” is on the tip of everyone’s tongues these days. What does it mean for PR? Does it have a role to play or is it just the flavor of the month? Stay tuned, because we’ll share what we’ve learned in an upcoming post.

With #BrandJournalism, #FakeNews, and 24/7 #SocialMedia, it’s a whole new #PR ballgame. Here are key #trends to watch in 2019:
Click To Tweet

However, show choir was a competitive and selective group; my love of singing and dancing wouldn’t be enough to guarantee acceptance. I knew I needed a plan to reach my goal, so I took voice instruction, continued my dance lessons, and participated in choir. After two years of dedication and sticking to my plan, I was invited to be a part of the show choir.

Now, this is just a simple example of setting a goal and then following tactics needed to accomplish it. However, these same principles apply to PR and marketing goals. Whether your goal is for increased attendance at an event or earning more product sales, establishing effective means for reaching your goal is important. I want to share five communication tactics that you can use to attain your PR and marketing goals.

Press Releases

A press release is a great way to make an announcement and using a distribution service like Business Wire can help spread your message far and wide. For optimal press release pickup, you’ll want to make sure you have a clear, catchy headline and that your content is actually newsworthy. By providing valuable information through a press release you can command the attention of journalists, which can lead to stories, interviews, and more coverage for your brand.

Articles

One great thought leadership tactic is to write contributed articles. A contributed piece gives you plenty of space to share an idea, show off your expertise, or converse with the industry. From your company’s blog, to an industry or business publication, to LinkedIn Pulse, there are many different outlets where you can publish your content. I recently wrote an article for Marketing Profs titled The Right Words at the Right Time in the Right Place: 3 Platforms to Publish Your Content On that provides a deeper dive into this subject.

Videos

Did you know almost 5 billion videos are watched on YouTube every day? People enjoy seeking out information from videos, so it makes perfect sense to share your message through this method. A video can serve many purposes. For example, if you are trying to up membership in your organization, you could produce a video featuring interviews with current members on why they find membership valuable. This is powerful because it gives personal testimony to the membership benefits most likely listed on your website already. Another great use of a video is to do a product overview, allowing customers to see the product in action before they purchase it. Think of it as “try before you buy”.

Graphics

With so much content available today, eye-catching design helps you stand out among the crowd. From including an image with your tweet or press release, to a full-blown infographic, there are many ways big and small to utilize graphics in your communication plan. For example, if you are trying the beef up attendance at a conference you could create a website banner that clicks straight to registration. Using a graphic instead of just website copy is far more engaging and will have a better chance of gaining clicks, which is one step closer to registration.

Social Media

Whether it’s a press release, article, video, graphic, or all of the above, social media is a great avenue to amplifying your efforts. You’ve already spent the time creating your assets for your campaign and social media is one platform that can help you spread them further. Additionally, social media gives you a chance to interact and engage with your audience. You can also use it as a research tool to listen and observe your audience for trends in likes and dislikes.

This was just a quick snapshot of five communication tactics to use to help you achieve your PR and marketing goals. But remember that before you jump into these, take some time to define your goals. Knowing what you want to achieve will help you understand what tactics to use and not to use. Define your goals, choose your tactics, and start seeing results.

Setting #PR and #Marketing goals is critical but so are the tactics you use to achieve them:
Click To Tweet

Parts I and II of this series offer insight into what to expect from and how to maximize your visibility and effectiveness at events in Eastern Europe. In this final installment, Abeceda komunikacije shares useful tips it employs to successfully unlock new media coverage and analyst relations opportunities for clients.

Phone Versus Face-to-face Briefings

On daily basis, we reach out to more than 20 reporters and journalists. Sometimes, one or two phone calls are enough to confirm a meeting or an article. But most of the time, we prefer to schedule face-to-face briefings. We start by sending them a short memo via email to exchange contact information and data, however, before we finalize any deals or events, we meet face-to-face to hash out the details. This way, we minimize any confusion and there’s less of a chance of misunderstanding.

Lunch, Anyone?

Lunch is definitely on the menu. In Croatia, people often like to hold meetings over lunch. Interestingly enough, it’s not just an excuse to get out of the office; rather, it’s an opportunity to discuss business in a less strict environment. With today’s stressful daily routine, these face-to-face business lunches are an important way to build relationships. And we mustn’t forget – when people are relaxed and having a good time, they’re more likely to open up.

Let’s Get Social

Social media is an important tool for events and media relations in general. With platforms such as Facebook, Instagram, Twitter, and LinkedIn, we generate cost-efficient, high quality opportunities for online exposure on behalf of our clients both during events and on a day-to-day basis. Social media is a great way to follow what people are saying, and find out what they want or need. It’s also an effective means for monitoring our competitors. Through social media we can:

• Attract more customers
• Build up brands
• Provide a more personal touch
• Create a community and build relationships
• Showcase products and services

Following these strategies will help open the door to maximum exposure for your clients, while developing meaningful, productive relationships with key media, analysts, and others across Eastern Europe.

Want to unlock new #media opportunities for clients at Eastern European events? Then try these tips:
Click To Tweet

Part I of this series offered an overview of what to expect of media and analyst relations at events in Eastern Europe. In Part II, we cover practical tips for maximizing your visibility and effectiveness.

One thing to keep in mind about reporters, not only in Bulgaria, but anywhere else in the world, for that matter, is they deal with tight deadlines on a daily basis. What’s more, these reporters will receive about one hundred pitches every day. So, here’s the question: How can we get their attention and ultimately, encourage them to attend the event we are organizing? These useful tips can help when working with Bulgarian reporters:

1. First, think about how you will approach the reporter. Take into consideration whether they would prefer a phone or face-to-face briefing. Of course, this will vary person-to-person and will also depend on the situation, but keep in mind that most Bulgarian reporters spend their days out of office. They will often be found in a meeting or at an event. Our advice here is to make initial contact with a phone call. Keep it short and concise, but with quality content.

2. After initial contact with a reporter, the next step should be a group briefing or press conference. Yes, the reporter will attend a press conference if it is about an important social or political issue. Also, it’s important to take into consideration that when it comes to corporate events, reporters in Bulgaria are tied to budgets that regulate the advertising and sponsorships. Therefore, in the case of a corporate event, the name of your company is very likely to be dismissed if included in an article.

3. We already know that journalists are busy people, but what if you need more time to brief them about your wonderful new campaign and invite them to a lunch meeting? This one is quite simple – if you have personal contact with the journalist, by all means, have lunch with them and guide them through your campaign. If you don’t have personal contact with the reporter, it’s important to think of an angle that relates to topics the reporter is already covering or another topic that might interest that particular journalist. Still, keep in mind that a lunch meeting might not be the best option as they are working on short deadlines.

4. At this point, you have successfully contacted the reporters and they attended your press conference or event. That is all great news, but what happens next? They know you have deadlines as they do and will work to get the coverage out and in the papers as soon as possible. In Bulgaria, when a reporter says it will be out as soon as possible, this normally means it will appear the day after the event. Worst-case scenario, the coverage will be available two or three days after the event.

5. Now that we have gone through how to communicate with reporters, it is time to consider social media. In Bulgaria, Facebook is the most used form of social media. In recent years, online communication might have shifted to Twitter and Instagram, but in Bulgaria, the main source of information surrounding events and other happenings is Facebook. If it is necessary to use LinkedIn, keep the posts to a corporate nature.

Want actionable intelligence on #events #PR management? Then check out @United_Partners’ guest blog:
Click To Tweet

Every media and promotion market has its own characteristics. Even those countries that are geographically close, such as Poland and Germany, are characterized by completely different journalist expectations and editorial approaches. To that end, it’s important to know how to communicate and work with journalists in various locations through Eastern Europe. This three-part series from GlobalCom PR Network member, Planet PR, gives you the inside scoop on maximizing your visibility at your event being held in Eastern Europe.

Media Coverage of Events Requires a Lot of PR Officers’ Commitment

Press releases and save-the-dates are now a standard that cannot be ignored, but unfortunately, their effectiveness is low. The growing number of outlets, combined with the rising number of events, requires more and more work to attract editors. One way to attract editors is by offering an interview with keynote speakers, but it’s very important to know the specifics of the medium as well as the interests and specialization of the editor.

Journalists in Poland also value how PR specialists take care of them during the event. If they themselves have to look for the interviewees and topics, without support from the press office, they will most likely not come back either immediately or in the future.

Polish Journalists Are Very Sensitive to Advertising Messages

Communication with the Polish media must be free of advertising stigma, therefore it is necessary to avoid phrases such as “XXX, the leader in the industry”, or “YYY, the biggest supplier”. In turn, communiqués with extensive descriptions of products, events or functionality can immediately mean the redirect of the email to the advertising department. The rare exception here is industry press but even then, editors expect moderation.

Press Conferences Are Already a Holdover

Unfortunately, many editorial offices these days have a very limited number of journalists. Therefore, unless the topic is very relevant and important, they avoid long press conferences that are not necessarily highly informative. If organizing a press conference is really necessary, the safest days are Tuesday, Wednesday, and Thursday in the morning, and Tuesday and Wednesday in the afternoon. Choosing another day increases the risk of high absenteeism.

Instead of a Press Conference, Arrange an Interview or a Small F2F Meeting

Sometimes, it is worth providing an exclusive, especially if it is a respected and often cited outlet. An important matter to consider for interviews are the questions. Many journalists will agree to define the scope of the conversation in advance, but not everyone may agree to restrictions on questions, and being prohibited from going beyond the original scope. Many experienced journalists will even quit the interview when someone tries to make such a determination.

Journalistic Social Media

In this case, it very much depends on the industry. Tech journalists are present on Facebook, but they also use Twitter or LinkedIn. Political, social, and local journalists are most likely to use Twitter – at present about 1,000 of these journalists have accounts, and the majority of them are active. On the other hand, fashion journalists are often found on Instagram, where they manage their own accounts and engage with other users. It is worth noting that some journalists clearly state that their social profiles are their personal accounts and do not want to receive press releases or topics.

Get more information now on Planet PR at http://www.planetpr.pl/en, the GlobalCom PR Network at https://www.gcpr.net.

International #EventManagement can be tricky, but these tips will help you maximize your impact:
Click To Tweet

On top of that, business reporters also face the same ‘do more with less’ model that has so greatly impacted technology press. Adding to this is the industry-wide shift to online media. Driving pageviews and ad clicks are now in the purview of the business reporter, and play an increasing role in the news cycle. Gone are the days of writing one in-depth piece for the daily print edition. Instead, reporters are asked to write one story for the print edition, two blogs for the website, oh and how about a video piece to go along with the various social media posts? And we haven’t even touched on today’s voracious 24-hour news cycle where reporters are under pressure to publish multiple stories each day.

While it may seem like the path to business press coverage is all but impossible for a company that isn’t large or publicly traded, there are strategies that can lead to success. And in certain situations it makes a whole lot of sense for smaller, less visible companies to pursue business press. For instance, when establishing credibility in the market, preparing for a funding round, or showing momentum to the board, business press is an important goal.

Being completely realistic going in is the key to developing your business press plans. It is without a doubt a marathon, not a sprint. Securing business press is a long-term strategy that can take months of working tirelessly pulling together all of the necessary elements of the story, pitching, following up, and re-pitching, following up again, sharing a new angle, following up one more time, and which, after all is said and done, may still not go anywhere. Patience and deep breathing are your mantras here, because when that Forbes piece does hit, it will have been SO worth it!

In PR, relationships – you know, the R in ‘PR’ – are our caché, and perhaps nowhere else is this more important (and more honest) than when working to secure business press. Reporters today are busy, working with a skeleton crew, at a frenetic pace. Technology companies looking to land that prime piece of real estate need to be aware that there are even fewer technology business reporters to influence, so here’s where building a relationship is critically important to landing that tier-1 piece.

You want to be the one they come to when developing a story about the latest technology trend. But relationships do take time to germinate (see ‘marathon’ above) and just because a reporter is busy doesn’t mean it’s not worth making the connection. Start small, and get on their radar as you’re working behind the scenes to package your pitch. Comment on their blog, retweet them, Like their latest Facebook post. People, even business press reporters, are much more likely to open an email sent by a name they recognize.

Take advantage of the 24-hour news cycle. Round-the-clock information has created a need for more sources and content than ever. How do you put this work to your advantage? Pay attention to the trends in your industry and offer insight that ties in your company. Inserting your company into a breaking news story a reporter is already writing not only helps them get their job done, but pays big dividends in the resulting coverage. The underpinning of this strategy is the ability to act fast and be ready at a moment’s notice with a provocative point of view and/or relevant data. If your client is agile, available, and prepared with insightful content, they can capitalize on this frenetic pace.

Business press is just one aspect of an integrated communications program, however the high-profile nature of a story in the New York Times means it is also highly sought after. Success is possible with the right perspective, right attitude, and the right strategies.

Business press is #PR’s Holy Grail. Here’s how to make sure you win the business press game:
Click To Tweet

But how do we show movement on these goals? This is where PR measurement comes in. It is the tool to show how communication efforts bring value and help achieve the goals of the business or organization.

Recently, I had the opportunity to attend PR News’ PR Measurement Conference in Chicago. Dedicating a whole day to discussing PR measurement, the conference was a great refresher on several solid, time-tested measurement insights.

Here are my top four tips and tricks for PR measurement.

1. Goal setting, Goal Setting, Goal Setting

I can’t say it enough! It is foundational to set goals. Without a goal, it is very hard to know what’s working and not working in your PR plan. Setting goals for your business or organization should be the number one priority. Then, leave it to the communication professionals at Interprose to show you how communication efforts can help achieve your overall business goals.

Often, organizations get wrapped up in trying to select the best data collection or measurement tools before they have established their goals. But the goals should determine the tools. Focus on selecting solid goals first and then we can help guide you in tool selection.

2. So What?

Once your goals are established and action is taken, it’s now time to look at the progress. Every time data or metrics are presented, you should be asking, “So what?” What does this metric mean? What does it tell us? How does it add value or show movement on the business goals? “How” and “where” the data came from is not enough. It is the “what” and “why” that brings the real insight. Thinking about the “so what” will help you determine if your efforts are successful.

Sometimes metrics can be tricky – don’t be afraid to ask your PR team to provide definitions for metrics, so you can understand the value it brings. Ultimately, the metrics should deliver something of importance.

3. Dashing Dashboards

Dashboards are becoming a desirable reporting tool, but what should they show?

A dashboard is an opportunity to take data and let it tell a story. It’s not just a collection of numbers and metrics thrown together, but a display of how we are reaching the organization’s goals. Something to point out – a dashboard is not a catchall; it should have a clear, unified message.

4. The Future of PR Measurement

I’m going to take this last point in a bit of a different direction. During the PR Measurement Conference, one session solely focused on the future of PR measurement.

A hot topic in the tech industry is big data, and it is impacting PR too. With so much data becoming available, it’s becoming important for PR professionals to understand the technology and tools we use at a deeper level. A movement towards a more tech-savvy communications professional is on the way. Here at Interprose we are not afraid of embracing change. As a seasoned company, we will continue to explore new tools and expand our offerings to help serve our clients better.

It was valuable to take a day and just focus on PR measurement because at the end of the day, it’s all about showing movement on goals.

If you are a business or organization in need of some help in achieving your goals, Interprose offers a wide variety of PR and marketing services to assist you in just that. Check out our website to learn a little more about what we do and contact us today!

How do YOU measure your PR successes? Here are four tips and tricks to help you get it right.
Click To Tweet

“Gigaom recently became unable to pay its creditors in full at this time. As a result, the company is working with its creditors that have rights to all of the company’s assets as their collateral. All operations have ceased. We do not know at this time what the lenders intend to do with the assets or if there will be any future operations using those assets. The company does not currently intend to file bankruptcy. We would like to take a moment and thank our readers and our community for supporting us all along.” — Gigaom management

Om Malik, who founded and launched Gigaom in 2006, poured his heart and philosophy into this unique website built on breaking news, in-depth tech stories, and collaborative discussions. And his passion for the best coffee, Italian leather shoes and watches, and great writing always shone through.

Sharing a bittersweet farewell note on his personal site, Om noted:

“Gigaom is winding down and its assets are now controlled by the company’s lenders. It is not how you want the story of a company you founded to end. Every founder starts on a path — hopeful and optimistic, full of desire to build something that helps change the world for the better, reshape an industry and hopefully become independent, both metaphorically and financially. Business, much like life, is not a movie and not everyone gets to have a story book ending.”

If you ever doubted that Om created something special, just look at the tweets from his team, which will hit you right in the feels. This is such a talented group, it’s hard to believe it’s really over.

Derrick Harris shares fond thoughts about Gigaom and his coworkers.

In recent months, Gigaom saw some significant managerial changes take place – a hint of things to come, maybe – particularly after Executive editor Tom Krazit moved on in February 2015. News of Gigaom’s website closure leaves it unclear as to how other pieces of their business, such as research and events, will be affected. For example, Stacey Higginbotham tweeted that she’ll still be at SXSW.

Gigaom’s Stacey Higginbotham is looking forward to one last toast at SXSW.

We certainly wish the Gigaom team all the best and will share any further news and developments. 
In the meantime, you can read Stacey’s personal blog about her new journey here, on Medium. Chin up gang; you guys and gals are solid, and surely something new and exciting awaits you right around the corner.

Recently, Interprose worked with GlobalCom PR Network partner CCgroup and others to provide insight into cultural differences and similarities in basic PR practices in nine recognized regions across the U.S. Looking at categories such as media attitudes, cultural sensitivities and news, the survey asked questions such as

“What words would you use to describe the ‘typical’ media influencer?”and “How frequently do influencers take an interest in stories outside their region/country?”

The findings of the survey can be found on the ‘U.S. Transcreation’ project website.

With the world moving at such a fast pace, the press has the burden of researching and turning out stories to their audience in demanding timeframes. PR professionals have an opportunity to be part of the solution, bringing creative ideas, connecting the dots, and delivering spokespeople.

It’s worth stressing that regardless of region, journalists are interested in receiving relevant information to their area of coverage – this is first and foremost. Respecting their time, understanding deadlines, and making use of clear, concise pitches goes a very long way to building relationships and securing coverage for your company or clients.

We can’t stress the importance of relevancy too much…nobody has time to waste!

We invite you to view responses from US agencies providing regional input and invite you to share your comments.

Whether your goal is landing 10 media briefings for your client at their next trade show or swimming 40 laps in the pool at the end of the day, you should keep five things in mind:

1. Find a positive work culture. For me, it was important to find a work environment that exudes positive energy, focuses on client results, and whose number one goal is to move the needle for their customers. Interprose is that culture; working from home as part of the Interprose team these past 15 years has enabled me to achieve that needed work-life balance. Employees are recognized for their exceptional work, which in turn motivates the team to succeed. I strive each and every day to be the best PR professional I can be for my clients, but at the end of the day, I’m still able to set aside that article I am editing, throw on my running shoes, and go for a run.

2. Happiness is key. Studies have shown that companies who see the biggest jumps in employee happiness are those who, among other things, emphasize great work-life balance. Interprose has a flexible work schedule which drives employee happiness and overall satisfaction. We’re committed 110 percent to delivering top-notch results for our clients, which in turn makes them happy. However, it also makes me happy; it gives me energy and helps to relieve stress, particularly when I’ve finished my work and can jump on my road bike to enjoy 20 miles around town.

3. Endure even when you think you can’t go another step. In the PR world, sometimes you find yourself struggling with reaching that ultra-tough reporter who’s writing an article on subject matter that perfectly aligns with your client’s line of business. You’ve called repeatedly and emailed over and over, and still receive no response. You’ve changed your pitch five different times, and still nothing. I say stick with it! Persistence is key, and those who can endure will win the race in the end. After swimming 1.2 miles in a lake and completing 56 miles on my bike, I thought to myself (as I was running those last two miles of my first half Ironman this past June): “I can do this, I will do this, and I will push myself to the very end to reach my goal!”

4. Always stay focused. It’s so easy to get distracted, especially when working from home. I often ask myself, “What’s most important in life?” The answer is, “To be happy, work hard, and spend as much time as possible with my loving family.” Each day I wake, I’m extremely focused and ready to tackle the day’s demands. In order to get three kids out the door to school, support umpteen client calls, pitch multiple press releases, and land a Q&A for my newest account, I MUST stay focused. And, after all of my work is complete for my clients, I still have to stay on track; I have to find the time and energy needed to squeeze in a swim, so that I can practice my freestyle stroke and become a more efficient swimmer.

5. Respect. It’s important to work with a company that respects you and your work. Interprose’s team has significant tenure within the company, which creates stronger relationships and better teamwork. After many, many years with Interprose (and working with a lot of the same people for the past 15 years), I can honestly say that there will never be a stronger, more motivating team to work with. There is mutual respect and trust across the board. A workplace that provides a positive environment fosters interpersonal trust and quality personal relationships, which create the most committed and productive employees.

At the end of the day, shoot for your dreams, find that happiness professionally and personally, and strive for that WORK-LIFE BALANCE!