In the world of PR today, traditional tactics just don’t cut it anymore. With the rise of digital technology and a massive shift in audience behavior, the time has come to embrace new strategies. The type that will help you reach your PR goals. In case you’re still relying on old-fashioned methods, don’t worry because we’re here to help you.
With the help of experts in PR, we’ve gathered a list of outdated PR strategies you need to avoid. Plus, we’ll let you know how to implement new tactics to stay ahead of the game. Now let’s dive in!
Outdated PR strategies and tactics to successfully avoid them
If your public relations efforts are not as successful as you had hoped, there is a big chance you’re using outdated PR strategies, tools, and tactics. Even though they might have been helpful and given excellent results in the past, trends change. Chances are, they’re no longer effective.
The world of promotion, media, marketing, and PR has drastically changed and is continuing to do so rapidly. Therefore, it’s crucial to stay on top of trends and developments and adjust your PR strategies accordingly. This will ensure you’re visible to your target audience and make the most of your PR efforts. So, if your business uses any of the following strategies, it might be time to talk to the PR company you’re cooperating with.
#1 Mass press releases
The days of blindly mass emailing your press release and hoping that hundreds of media outlets pick it up are long gone. Today, you have to work harder to get the journalists’ attention. Always remember that they are bombarded with emails every day, and they can quickly identify when a press release is a mass email.
So to increase your chances of getting coverage, you need to personalize your pitch and make it relevant to the media outlet’s target audience. First, start by addressing the journalist by name and craft a pitch that explains how your company, product, or event adds value to their audience. Make sure to write a compelling subject line that will entice the journalist to open your email.
#2 Relying solely on traditional PR strategies
Relying on traditional publicity such as radio, television, or print media can leave you far behind in today’s rapidly changing world. Because the audience has changed, as well as their behavior, the way they consume information is drastically different than a decade ago. The shift towards digital has revolutionized the PR landscape, too! Therefore, it’s essential to adapt and stay ahead of the curve to remain relevant and impactful.
Today’s audience relies heavily on social media for news, and that’s where you need to be. Creating a one-page electronic media kit and a short story for your social channels is a must in today’s digital age. Utilize the full potential of social media. Go Live on platforms like Facebook or Instagram and integrate storytelling into your PR strategy. This will help you build buzz and keep the momentum going.
#3 Using press kits
Another PR strategy that’s becoming a thing of the past is press kits. Electronic press kits (EPKs) are the new norm. But keep in mind that an EPK is more than just a pdf document. Your EPK should be a one-stop shop for all your marketing materials. These include high-resolution images, past media coverage, videos, and anything else a journalist might need. The experts from Movers Development advise hiring professionals to help you with your EPK, as they’ll know exactly how to make it enticing to journalists. You can create an EPK by creating a shared folder in Dropbox or an online newsroom on your website.
#4 Overlooking storytelling
Storytelling is one of the most effective PR tactics that can help you reach your audience. Unfortunately, for some reason, it’s often overlooked. But from connecting with your customers to putting you on the radar of national media outlets, storytelling is a must for any PR strategy.
But keep in mind that just because this is something new for your company doesn’t mean it’s news for the media. Instead of relying on press releases, pitch a story from three angles. For example, do some of the following:
- address industry trends or challenges,
- create a user-generated campaign,
- share real-life examples of customers who used your product,
- or explain how you do what you do.
#5 Focusing only on big coverage
It’s easy to get caught up in the excitement of appearing on a major TV news outlet, but don’t forget about the little guys! While it’s true that being featured on a big platform can bring a ton of visibility and credibility, don’t overlook the potential impact of smaller publications, podcasts, or blogs.
These outlets often have dedicated, engaged audiences that can help spread your message and build momentum. And who knows, maybe one of those blog posts or podcast appearances will catch a journalist’s eye at a big outlet. Thus leading to even more coverage down the line. So, don’t underestimate the power of the little guys – they can play a significant role in helping you achieve your PR goals!
Always remember that PR is all about building genuine relationships and providing value. That’s why it’s crucial to avoid outdated PR strategies and always stay in the loop with current trends. Focus on using modern tools such as social listening to understand your audience and use social media to skyrocket your online presence. Most importantly, stay true to your brand, and you’ll be on the good way to PR success.