The PR industry’s growth and success is heavily reliant on the growth and success of other industries.
Given that the world is rapidly shifting towards digital platforms, the expansion of social media platforms gives a chance for direct engagement between brands and customers. Professionals should be well-versed in the many social media platforms available, as well as their reach and traffic analysis.
India is a vast country with content flowing from every corner from different influencers, organisations and businesses. The scope of the industry is increasing. It is also moving in parallel with the current generation and trend.
Today, PR is required more than ever, considering the number of new brands and startups that have been established. It is very important to show the public what these brands have to offer and to bridge the communication gap. Currently, the industry is evolving on social media and digital platforms to meet the public.
Let’s look at some of the trends that are dominating in 2022 and will continue during the year.
Personalised PR Pitch Pushed
“Pitching to the Media” is a term used to describe the process of pitching to the media. When we use that phrase in the PR/marketing industry, it can lose its original meaning. We repeat it so often that it almost appears like the media is a loosely knit group of individuals whose identities are hazy at best. This is a far cry from the truth. Journalists and reporters are humans, too. They go through their email inbox in the same way we do, scanning the names of those who have sent them messages and selecting the ones that appear to be the most important or engaging. It’s essential to personalise your pitch, which involves greeting the journalist by name and asking how they’re doing, as well as drawing links to the story in terms of perspective, newsworthiness, and industry importance.
Educate your target groups
Content creation isn’t about self-promotion; it’s about crafting content that provides genuine value to your target audience — content that they need and want. Content can provide education in a variety of ways: practical, theoretical, or brand-specific. The most crucial aspect is that it provides meaningful information in the appropriate context and at the appropriate time. As long as you’re focused on giving value, expanding your reach, exploring new ideas, and cultivating a learning community through content will only benefit your brand.
Authenticity in PR
The overlap between what a business does and what customers want is at the heart of brand authenticity. It’s an example of how a business goes beyond profit, whether it’s by keeping customers informed about a product’s ingredients to help them make healthier choices or by providing them with more time to spend with friends and family by simplifying their daily routine. Advertisements and marketing bombard today’s audience 24 hours a day, 7 days a week. As a result, they’ve developed thicker skins when it comes to selling. They have a sceptic’s attitude towards this industry. As a result, it’s fundamental to be real, authentic, and trustworthy.
Need for Regional PR
Regional public relations assists brands in determining what their target audience requires and enjoys hearing. Regional PR, in addition to rural marketing techniques, assists your company in focusing on specialised communication strategies that are required in different parts of the country. The connection drives people to the store, the experience they want to have drives them to the store. That will definitely increase the share of voice and the recognition of the brand. Personalising the content according to the region will add value.
Importance of Micro influencer
Recognizing the impact of social media influencers is important for public relations professionals. When putting together an influencer marketing strategy, PR professionals should think about the different kinds of influencers and what the client would achieve from each type of partnership. Traditionally, marketers have worked with celebrity brand ambassadors, people who have millions of followers and can influence a significant number of people. However, a growing number of professionals are discovering the advantages of interacting with micro-influencers. Micro-influencers have perfected their ability to communicate with their followers over time. As a result, regardless of the product, a clear plan to target the correct audience via a micro-influencer network can give massive captive and relevant audiences, as well as benefits.
The reputation of a company is heavily influenced by public relations specialists. Good public relations aids in the promotion and protection of your brand’s image. You may also optimise excellent PR by using the proper methods at the right moment. Paying attention to PR trends can help brands figure out who to talk to, how to talk to them, and when to talk to them about challenges and opportunities. The abovementioned trends can help to guide your strategy.
Article is authored by Abhinay Kumar Singh, Founder and Managing Director, Adgcraft.
