A PR Pro’s Guide to Evolving Media Strategies – part two

Let’s jump in our PR time machine – not to the 90s when PR professionals needed to fax a press release to the local news station – but to six months ago. So much has changed in such a short amount of time. Six months ago, headlines were riddled with breaking news of publications shutting their doors and journalists being let go. PR pros needed to act fast, evolving their strategies in real time to accommodate the shifting landscape.

And here we are again. We find ourselves at a similar crossroads – evolve with the shifting media landscape or be left behind. However, this time instead of navigating publication shutdowns, we’re embracing the new ways audiences consume content.

Being able to scroll Apple News, Instagram, TikTok or LinkedIn has created a culture where people crave instant, downloadable content. Why would I pay for a print magazine when I can easily scroll through my phone to find the top-hitting news stories of the day? In fact, according to recent research, one in five Americans say they get their news from social media influencers.

So how can we as PR professionals adapt? By meeting audiences where they are and incorporating these three elements into our strategy.

Non-traditional forums

As publicists, we spend most of our day tied to our phones and email – a C-level executive at a startup or Fortune 500 company is no different. Their schedules are packed, and their time is limited. They’re likely not grabbing a hard copy of The Wall Street Journal to read when they get into the office. But you know what they are doing? Skimming the newsletter that just hit their inbox for a quick snapshot of the daily news. Newsletters, along with Substack and Apple News, are only a few examples of content distribution channels that are becoming more popular ways to consume content – especially for younger generations.

Social Media

With more than 8 million C-level executives on LinkedIn, PR professionals need to understand the benefits the platform has to offer. It’s turned from a networking and career searching site to a lead generation and thought leadership engine. Audiences want to interact with humans, not brands, and LinkedIn is a perfect platform for C-level executives and business leaders alike to share their expert opinions, insights and anecdotes with a broader network. The engagement you receive on a post (whether from a reporter, customer or prospect) has the potential to grow your brand in new, authentic ways.

YouTube has over 2 billion monthly users, and those users spend on average 48 minutes a day on the platform. The growth of YouTube has accelerated so much that the platform is now the second most popular social media platform behind LinkedIn. And for those of you in B2B PR – don’t discredit the platform thinking it’s only for beauty influencers and consumer products. With publications like The Verge, NBC News and Business Insider regularly uploading content to YouTube, it could be a better way to reach and engage with your audience.

Podcasts

Today, there’s a podcast for everything and everyone – whether you’re craving laughter, educational sales tips, a political debate or even someone’s opinion on the most rewatchable movies. Podcast listeners have increased by 68% in the last five years, which shouldn’t be too shocking considering the ease of consumption it provides. Even a simple chore like doing the dishes or folding the laundry in my house is typically coupled with a podcast in the background.

With the growth of the podcast audience, brands and executives alike have a new way to reach target customers and put a face (and voice) to their message. Podcasts allow business leaders to reach niche audiences (remember, there’s a podcast for everything and everyone!) and humanize their brand – talking about themselves, their experiences and backgrounds to build common ground and a connection with those listening.

The PR landscape has changed drastically over the last decade, and it’s continuing to change at an accelerated rate. If we want to continue providing the best service, strategic counsel and ROI for our clients, we need to adapt, or we risk being left behind. Are you ready to climb aboard?