Yes I know that heading is a little clickbait-ey, but the reality is, there’s truth in that statement. PR has changed so much over the years, but this year in particular I’ve noticed some huge shifts in the landscape. I’ve shared some insights here, but I’m so keen to hear your thoughts too!
INFLUENCERS ARE NOW ‘JOURNALISTS’: At the risk of offending any of the incredible journalists we work with (please forgive me), you would have noticed more and more influencers contributing to publications as if they are ‘journalists in their own right’. For brands this means influencers shouldn’t just be considered for social traction, they need to be considered for their sheer influence. From a PR perspective we can leverage an influencer’s ‘influence’ and not only generate social traction, but publicity as well (both from their contributions to publications, but also from media who are interested in writing about them). Beware though, not all influencers have ‘media interest’ and not all are ‘journalists’.
AFFILIATE MARKETING LEADS THE WAY: This is absolutely crucial in 2023. If you are selling a product, you absolutely need to be a part of an affiliate program (Amazon, Catch of the Day, Adore Beauty, The Iconic etc). Affiliate marketing is playing a HUGE role in how publications generate revenue and editors are more inclined to showcase products that have affiliate revenue potential. In fact, in some cases, publications won’t even write about a product unless it can generate revenue that way.
STORY IS EVERYTHING: It’s a competitive world out there with millions of products, short attention spans, huge marketing budgets and a 24/7 news cycle. That means that having a pretty product – or even a product that truly works – no longer cuts it. The story behind your brand and product is everything. And it needs to be bold, unique and compelling. Don’t have a story? Talk to us about crafting one.
AI & TECHNOLOGY CANNOT BE DISMISSED: Love it or hate it, AI & Technology isn’t the future, it’s RIGHT NOW. Rather than bury your head in the sand or fear it, get ready to embrace it. It doesn’t have to be the thing that takes our jobs, it can be the thing that makes our jobs easier. It’s highly likely that your competitors are leveraging AI algorithms to analyse their customers buying habits and are providing tailored product recommendations that their customers actually want.
FORTUNE FAVOURS THE BRAVE: We already know that it’s a competitive world out there – every single market is cluttered with products and services, with every single one of them competing for attention. So how do you stand out? By being BRAVE. Be brave in your choices, don’t be afraid to stand out and be bold in your communications.
RESULTS CAN BE TANGIBLE: Gone are the days where we lean on the fact that PR mostly yields intangible results. These days we can lean on PR SEO to generate tangible results for your brand. That means, publicity for sales sake. Sure, vanity metrics and ‘brand awareness’ can be nice to have, but ultimately, we know you need the sales. But that doesn’t mean you should dismiss those intangible results – awareness, recognition and reputation. These are important too and play a role in the customer journey.