The secret to building a successful track record for marketing public relations is keeping up with upcoming trends while leveraging expertise to meticulously implement strategies and tactics tailored to your audiences. Let’s take a look at some Public Relations Trends for 2023 that your plans should incorporate as we prepare to usher in the new year and help clients grow in the face of profound changes across industries:
Customisation and Connections
Brands need to build a permission-based marketing database to execute a cookie-free future. To keep up with the audience’s attention, you must address issues that are personally relevant to them.
One-to-one customisation and marketing will be more prevalent in 2023, and they will become the primary aspects for the success of many brands. PR interactions with the media might benefit from the same personalised marketing approach. Releasing a press statement or mass emailing will no longer guarantee success.
The best method is to strengthen media relationships and supply your contacts in the media with worthy content they can use. Then, collaborate and determine the most influential means of getting your story across using the co-creation model.
Focus on Mission & Value-based Storytelling
People want to support brands that align with their integral values. But they would first like to see those values in action: it’s about walking the walk, being accountable, and spotlighting your client’s follow-through. Therefore, your top priority when implementing PR trends in plans should be incorporating socially-aware storytelling. In addition, communicating the value of your client’s products and their BTS efforts, whether philanthropy, sustainability, or social justice initiatives, will serve as a better way to bond with the public.
Show the impact PR has on your company’s bottom line, and use data to improve the performance of future programs. Use data and technology to craft relevant content and measure results against goals. 72% of marketers rate creating more engaging content as their biggest challenge. By applying data to storytelling, communicators learn what resonates with people and create campaigns that earn results.
Change the Game with Technology
AI is about to drive its way into your event calendars and your workflow. The technology is still pretty new, but brands are already taking advantage of AI’s endless possibilities. Professionals must use AI software to automate their most tedious tasks, proofread pitches, and monitor audience sentiment on their latest campaigns.
Work with clients to bring exciting new tech to their marketing, too. Tons of brands are jumping to AI, especially with virtual reality and the metaverse taking up more and more space in the media landscape. AI is also built for speed, scale, and security to analyse vast data on consumer behaviour and generate predictive insights on the potential success of your advertising or communications.
Rise of Interactive Content
To avoid your target audience mindlessly scrolling past your content on social media, consider creating dynamic, interactive content that stimulates active engagement, creating unique brand experiences. Augmented reality shopping, scrollytelling and videos are some examples that can be leveraged. It may not even be expensive, and the content can often be reused in multiple ways on different platforms.
Interactive content allows the audience to engage with it by leaving comments, clicking links, or answering questions. It is worlds apart from written content, which remains static. Interactive content will also help boost brand reputation and authority and convey your message. Some companies have already started experimenting by mixing interactive content with statics.
Metrics and Ratings
It is binding to have honest discussions with clients to define the parameters of success for each campaign and thrive in this journey. There is a growing interest in evaluating PR efforts with complex data. We can be less concerned with measures like reach and engagement and more about the impact of the campaign’s efforts on revenue.
When doing link outreach, ensure you’re pitching content to relevant, authoritative sources, and personalise each message to increase the chances of acquiring links. Think of your public relations KPIs as metrics with purpose. It would help if you defined them concerning your PR trends strategy as a whole campaign for them to be meaningful (and remotely useful).
As we move further and further into the digital era, use these powerful PR Statistics and Industry Trends to elevate your strategies. It allows for each campaign to be measured. By leveraging these trends, you can work within your budget and deploy PR strategies to better serve your business.