PR Strategy Trends for 2017

The public relations industry continues to evolve. As visual storytelling, digital media, and social media continue to play a larger role, many marketers are looking to incorporate more tools into their PR war chest.

Here are some of the most popular trends that could give your business a boost and an edge over your competition.

1. Video, video and video.

Have you seen a video lately? Activate any social media channel and you will see many of them in all sorts of shapes and variations. Whether on Facebook Live, Twitter Live, Instagram or Snapchat, video is everywhere. And let’s not forget the king of all, YouTube.

Strategically produced videos provide brands and companies with more opportunities than ever to connect with customers and prospects.

However, not all productions will work with all audiences. Posting on Facebook is certainly different than creating a segment for YouTube.

The hearings will also offer differences by age, gender and interest.

Testing and learning which approaches are most effective will help you determine which channels are best for your audience and give you the best return on investment.

2. SEO PR.

Search engine optimization (SEO) is always crucial for those businesses that rely on Google and other search engines for new clients. However, highlighting press releases with key search terms is a practice that is becoming more popular than ever.

Press releases should be newsworthy and follow the proper format.

Keywords can be strategically placed in the release without losing intention or flow.

If your business uses press releases as a public relations vehicle, you can increase your ranking by adding important search phrases to your document.

3. Hit and click journalism.

Bloggers and writers are paid to produce content on a weekly or daily basis. Some even several times a day.

Many are compensated by the number of visits they receive.

As full-time staffing continues to shrink in newspapers and print publications, writers are under greater pressure than ever to produce solid writing that excites their fan base.

The companies and public relations professionals who can help in this process are a welcome resource.

Those who can deliver a good out-of-the-box information package that is on target and on point have an excellent opportunity to generate a high level of media coverage for their clients.

4. Headline drama.

As mentioned above, writers are under increased pressure to produce robust content.

They have less time to read and study each and every media argument that is presented.

Emails with dramatic, funny, and topical subjects are more likely to be read than others.

Marketers should avoid the bland and adapt their wording accordingly to greatly improve their chances of coverage.

5. Podcasts.

Podcasting is gaining popularity as a communications vehicle.

The quality and the technology in general have improved enormously over previous years.

Many enjoy listening to podcasts at work, in their car, or relaxing at home. It’s an easy and insightful way to gain industry knowledge, hear from experts, and even appear as a guest.

Keep in mind that some podcasts have a larger audience than others. Some have between 500 and 1000 listeners or more, reach a very specific audience, and are broadcast on regular radio stations and on multiple platforms.

In case you are selected as a guest or create your own, podcasts are an excellent tool to post on your website and on social media.

Business owners can build more credibility and increase web visits by making multiple appearances on various shows.