2014 PR Tips and Trends
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As 2014 begins, there are many advances in media and technology that can both strengthen the impact and increase the success of public relations efforts. We can say goodbye to the traditional way of solely relying on the media to get our message to the public and use the many resources that are available to our advantage. Some tips and trends to look out for and remember in 2014 are to be aware of the impact of media convergence, indulge in effective content marketing, and be prepared to think creatively and stand out from others.
The first tip to be aware of is media convergence. There once was a time when separate media outlets (television, radio, phone, internet, etc.) each served their own individual purpose but times have changed drastically. We can now create videos via YouTube to promote a product or service, use social media to raise awareness, and use the internet as a tool to write articles, press releases, and media pitches. Furthermore, the mobile era has evolved into a movement where all of those tasks can be done with a smartphone or tablet, making these tasks very easy to do and successful, if done correctly.
Another great trend approaching this year is the use of content marketing. According to an article I read from the Content Marketing Institute, content marketing is defined as, ” A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
When an organization can deliver valuable content to their desired audience consistently, it can strengthen brand loyalty from old users and allow new customers to genuinely become intrigued and hopefully reach the objective of wanting the product or service. A great example of this is American Express’ OPEN Forum webpage, which is a useful resource for small businesses and entrepreneurs to search for articles, advice, and other entrepreneurs. This form of content marketing allows them to give valuable information to the public and generate as much credit card inquires as their other marketing initiatives, without pitching product to the public.
Finally, 2014 is the year to think as creatively as possible as a way to grab the attention of a desired audience. There are so many new devices, apps, and programs coming out and with those new changes, the list of creative opportunities are endless. Just one very creative and memorable idea can stand out from the rest and intrigue others. Media is changing constantly and it is imperative for public relations professionals to keep up with these changes and apply them accordingly.