By Jasmine Agyemang
Digital communications have become essential resources for the public and, therefore, are particularly effective when it comes to connecting with your organization’s external audience. In fact, a large majority (82%) of Americans say they now get news from digital devices.
Just as traditional media outlets are preparing for a future that involves taking content and brands across a wider variety of distribution channels, public relations professionals should do the same.
Consider integrating these touch points and channels to ensure a well-rounded PR strategy:
Newsletters – More and more media publications are tapping into newsletters to share information with their readers. In fact, a visit to FORTUNE’s newsletter section on its website reveals more than 270 pages of content, which provides an additional avenue to share a story. At KWI, we’re avid readers of The Broadsheet newsletter, which focuses on women in leadership.
There’s also a reason why Substack, which allows writers to send digital newsletters directly to their readers, has now reached more than 250,000 paying subscribers. Journalists are flocking to the platform to gain back editorial freedom and embrace a new age of media. PR pros should take note and explore this as an option in a broader PR strategy.
Podcasts – Podcasts are growing in popularity, even among top-tier national media publications like The New York Times whose podcast, The Daily, continues to gain traction and listeners. This year alone, the number of monthly U.S. podcast listeners will increase by 10.1% to 117.8 million. Podcasts provide a unique outlet for organizations to relay their message while connecting with their audience in a way that is distinctively different from written publications. Additionally, podcasts are convenient for people to tune in while they’re on the go.
When your organization is pursuing podcast coverage or creating owned podcast content, it’s important to showcase genuine expertise on the subject matter in order to relate the message effectively to your target audience.
Videos – Whether it’s through a testimonial or animated-style video, your audience will appreciate a message “coming alive” through video communications. In fact, journalists themselves often look for video in pitches to quickly understand a story. Videos allow you to be concise and capture viewers’ attention within seconds, which is especially perfect for social media. Data shows that 55% of people watch videos online every day and social media videos generate up to 1,200% more shares than text and images combined.
Traditional media still plays an important role in the marketing mix, but as public relations professionals we must continue innovating alongside the news industry. If you would like to learn how you can adapt your public relations strategy to this new digitally-dominated environment, drop us a line.
