AUSTIN, Texas – Sept. 1, 2020 – Ketner Group Communications, a public relations, marketing and communications firm helping innovators establish market leadership, today announced it has been named to the 2020 PRNEWS PR Agency Top 100 list. The list highlights the top communications, marketing, and digital agencies serving the U.S. as a resource for those in search of an agency partner.
Agencies making up the list were chosen based off the following: creative campaigns with proven results, reputations built by client testimonials and industry awards, agency thought leadership, as well as noteworthy agency capabilities or offerings. The list includes firms of all sizes for a collective representation of the best of the industry.
“To be named in this list among so many other creative and successful agencies is a huge honor for us,” said Jeff Ketner, CEO, Ketner Group Communications. “We have worked hard to make this not only an agency that prioritizes exceeding client expectations, but one that enables our amazing team to learn and grow in their careers, and live their best lives outside of the office. Our team brings its A-game to the table each and every day, and it shows.”
Despite the COVID-19 pandemic, the Ketner Group team has continued to provide the highest levels of support and results for clients, securing media coverage in publications like Reuters, Variety Magazine, Forbes, CNBC, Marketwatch and more. It has guided clients on the best practices in communications during a pandemic and officially launched the agency’s first webinar series, KG Connects, bringing together influencers and industry experts to discuss trends in PR and marketing. As well, Ketner Group has again been featured as one of the top PR agencies in Austin, and the agency’s president, Catherine Seeds, was recently selected as one of the Top 100 Women in Power in Central Texas.
The Agency Elite Top 100 list is available via an all-new searchable portal on prnewsonline.com, giving brand-side marketers an effective and efficient tool in narrowing the search for their next agency partner. PRNEWS expects more than 50,000 client-side visits to the list annually.
To learn more about Ketner Group’s expertise in public and media relations, content development, and digital marketing, along with future career opportunities, contact us.
Mariana Fischbach, Director of Media Relations Ketner Group Communications [email protected]
90 million Americans regularly consume podcasts. And B2B podcasts are an increasingly key part of that.
Listeners tend to be educated, affluent and loyal – the exact audience most B2B brands want to reach.
That’s why we were fascinated to talk with Clark Buckner, co-founder and partner of podcast consulting agency Relationary Marketing, for our July 2020 KG Connects webinar. He gave us the scoop on why B2B podcasting works so well and shed light on his five-step process for how to develop a great B2B webinar.
Does B2B podcasting work?
Yes, B2B podcasting works well for three reasons:
Podcasts are intimate – When you listen to a podcast, it’s a real human speaking directly to you about something they’re passionate about and you’re interested in. It establishes a sense of shared experience that supports the idea of an established relationship.
Podcasts are accessible – In the car, at work and especially streaming from smartphone on any number of apps, podcasts are a versatile medium for sharing and consuming high-quality content.
Podcasts are passively consumed – While listenership has taken a small hit during pandemic as fewer people commuted, they’re still popular to consume while doing other things like going for walks, doing a workout or cooking dinner. Really, any time away from a screen provides both a captive and passive audience for podcasts.
How do I start a B2B podcast?
Clark uses a tried-and-true formula when helping his clients launch a great B2B podcast:
When viewed in a list, it’s easy to assume that each stage should be given equal consideration.
That’s not a wise approach.
Brands considering a podcast have intrinsic challenges. It’s labor intensive and rare to have all the right technology and skills internally to produce a great podcast.
It’s now easier and more affordable for agencies and brands to work with a company like Relationary than to do it alone. But first, they need to master step one – content design.
What’s the first step of launching a B2B podcast?
The first step of launching a B2B podcast is content design. A lot of companies get caught up worrying about technology or guests or who will host it… all undoubtedly important questions, but not the first thing to worry about.
Clark recommends focusing exclusively on five elements of content design before stressing the small stuff.
Goals – What does success look like for your podcast? Be specific about one or two goals that a podcast can uniquely achieve for you. Brand awareness, lead generation or helping existing customers get the most out of your platform are all good options. Given that you’d need 10,000 regular listeners to even consider selling ads, B2B podcasting is about relationships. Sell the mission and a belief in your team and company as trustworthy and capable partners.
Target audience – Most B2B companies have highly targeted audiences. Will everyone in your consumer base pay attention to or be motivated by a podcast? Will prospects at different stages of the funnel be more interested that others? Once you know what the goal of the podcast is, you can define the audience and figure out what matters to them most.
Episode structure – Will you do one-on-one interviews between a company employee and a guest? Will you have an independent podcaster lead these conversations instead? Or do you plan to only interview internal experts? You could also develop a narrative structure and tell stories of great case studies or have people you’ve helped record themselves telling a story. Options are limitless, but pick one that will work for you and stick with it.
Episode frequency and length – How many interesting conversations can you really lead? How much time will you dedicate to the podcast and how much time do you expect your audience to give? Think of podcasts like a TV show, with seasons. Figure out each season’s episodes ahead of time and stick with a standard cadence and episode length. You can always change it up for season two.
Title/marketing – Like any form of branded content, podcasts need to be promoted to attract attention. Figure out how you’ll recruit listeners and what kind of resources are available to bring in new listeners. Podcasts are far easier to produce than ever before, but without additional promotional effort on top of it, you’ll be sitting on great content with no listeners.
How do you go from plan to production?
With this foundation, it’s relatively easy to go through the rest of the steps as long as you have access to the right network, skillsets and technology.
Step 2: Prep
Figure out who you’re going to have on your podcast and how you’ll prep them to lead a conversation that serves your company’s goals. It’s great when your guests are the kind of experts who can talk at length about a number of interesting ideas. It’s your job to let them know what you need from them, and have a plan for keeping them on track.
Step 3: Record
Unsurprisingly, the environment you record in matters. Surprisingly, the tech doesn’t matter that much. It’s far more important to have a great environment. It’s better to use basic headphones that come with a phone and be in a quiet, confined space than use an expensive mic in an open space such as a kitchen.
Case in point: Clark usually has an office to record in, but working from home during the pandemic, he uses his closet.
Step 4: Produce (i.e. edit)
You’ll never get commercial grade quality from the raw footage you record. To polish the final product, work with a partner or invest in technology that offers sound editing and also content editing.
Don’t over-edit. You want it to sound human. Breathing sounds may feel awkward at first, but it’s elements like this that give podcasting it’s personal touch and relationship power.
Step 5: Publish
At this stage, most brands will send the final product off to their marketing team, creative directors or communications agency to help promote the material and drum up interest.
Like we said before, if people don’t know the content exists, they can’t listen and become loyal brand fans and customers.
Let’s talk about podcasts
If you’re interested in launching a B2B podcast or getting more visibility for one you already produce, we’d love to help you do it. Check out Clark’s full presentation or shoot us an email to set up a free 30-minute consultation.
The future of B2B media is a topic worthy of a book. It’s a huge industry with a lot of moving parts, but there are a few trends that stand out to me as defining the future of the industry more strongly than any others.
In general, beyond just B2B, the most successful media companies have the full attention and trust of their audience. Regardless of what they promise – information, entertainment, perspective – they thrive when they capture time and attention better than anyone else.
In my last blog on the future of journalism, I dug into the monetization challenges facing online publishers battling the two-headed monster of Big Tech and the COVID pandemic. While I am confident that the best publishers will benefit, emerging from this inflection point stronger than ever, others are at risk of defeat.
As PR and communications professionals, it’s important for us to consider what the future of B2B media looks like, and how the roles and powerful voices within it will evolve over time.
The short answer is, media companies are finding new ways to stay competitive, while individual experts and corporate brands are simultaneously taking on characteristics of media companies to survive and thrive in the attention economy. We see it playing out something like this:
B2B media consolidates
In a market where revenue disappears overnight, only a few players will remain strong—mirroring the media industry at large. We’ll see the most trusted names in each market consolidate their influence by bringing in the lion’s share of the reduced available revenue.
Those who were already struggling will have to close. The big players will capitalize on the opportunity by investing in new services and staff who help them further monetize their attention share. They have the time and resources to wait out the storm.
Publications monetize new services
“Successful media companies have to have two things. They have to control their own distribution and they have to have their own programming. People that don’t have both either have to rectify that or go out of business,” said Michael Bloomberg, as shared in a great Twitter thread on Bloomberg’s experience.
With big tech platforms like Facebook and Google taking a larger role in distributing the media’s content, publications must quickly build out their own distribution methods. They need to shift from relying on search and social to reaching their own audiences where they are.
We talk about it all the time with our retail tech clients – retailers must be everywhere their shoppers are. It’s no different in media.
In terms of programming, we’re already seeing the most well-respected B2B publications scale services well beyond online and print articles. They host webinars, conduct sponsored research, curate multiple regular newsletters, create video, run conferences (and will find ways to take leadership roles in virtual events), award programs, and more. Those who continue this content mix and find ways to own the distribution will come out on top.
Independent experts change the game
Adding new services that go well beyond reporting the news isn’t the only reason the definition of ‘media company’ is changing.
New content creators are entering the mix, often without affiliation to any media brand. They’re not in it to compete for ad dollars; their currency is attention. They might be company executives, consultants, investors, academics or industry analysts. As long as they have deep expertise and a platform to share thoughts, they can play the game.
These high-relevance industry experts and brands are the thought leaders and entertainers that news organizations can never be. They can take positions that exist outside of pure fact; they can challenge conventional knowledge and accumulate loyal followers.
Social platforms like Twitter, LinkedIn and YouTube have given SMEs free platforms to become the go-to experts in any domain. They provide a “boots on the ground” sense of reporting objective truth.
What’s more, these influencers don’t repute themselves as objective truth-tellers. That makes it easy for them to say what they think and use personality and entertainment to elevate their spot in the intellectual hierarchy.
These SMEs will challenge publications for the title of the most reliable and influential voices in the industry. As they do, they will continue to monetize their position. They will offer their own secondary services – selling products, services or time without the overhead or scrutiny that media companies deal with. As this proves an increasingly powerful sales tool, more players will enter the field.
Corporate brands double down on ‘content marketing’
The industry’s savviest entities won’t be left behind in this paradigm, either.
Digitally intelligent and highly engaging brand “publications” will increasingly become entertainment hubs for their industries. This will take the form of both robust blogs and brand-agnostic, semi-independent media entities.
Without the need to supplement content with advertising revenue, they will build platforms that offer cutting-edge storytelling experiences.
Funded by corporate profits, they can invest heavily in being at the forefront of every industry conversation. Eventually, corporate profits will help them be among the first to deploy new storytelling technologies such as augmented or virtual reality, or 360-degree video.
In the attention economy, pervasive brand awareness and affinity leads to sales of their core product or service offering. Their media platform can operate at a net-negative cost and still drive significant gains in corporate profit.
Communications professionals take control of audience engagement
Every company today, in some way, is (or should be) a media company. Everyone has an online presence, competes for views and attention, and wants to be a key voice in their industry.
As B2B media, corporate, and individual players compete for attention, they’ll overlap and collaborate more; we’ll continue to see the splintering of long-held industry roles.
But we can’t just wait and see how the future of B2B media affects our approach to brand building. The new market context demands that we also take control of our own content creation and distribution. We all need to be media companies now.
Do you want to propel your company’s growth by adopting a media company mindset, but don’t know where to start?
We’re offering a free 30-minute conversation to help get you started. We’d love to brainstorm with you! Just get in touch.
2020 PR planning was derailed for many companies far too early this year. The global pandemic forced companies to scrap carefully laid business and marketing plans and adjust at lightning speed to constantly changing conditions. We’re now at the mid-point of 2020, and the question is: what comes next for marketers?
Despite the ravages of the coronavirus, we’re seeing some signs of optimism among our clients. They are focused on the future and have moved quickly to pivot their products and services to meet the uncertainties of the post-pandemic world. Companies are rethinking business models, looking for new opportunities to help their customers succeed, and aligning their marketing and PR plans accordingly.
So, how can you take your bearings and set a new marketing course for the remainder of the year?
Here are some initiatives that are a must for every company and marketer.
Re-examine your brand proposition.
COVID-19 put a pause on business as usual, but many companies are using this time to re-examine their brand proposition and the value they bring to their customers. Companies are asking if their value proposition in the pre-pandemic world still makes sense as we face the uncertainties of a “new normal” that is still taking shape.
For the B2B technology companies we work with, the challenges their customers face are sharply different now. How can their solutions help companies in a world that’s constantly shifting, and how should their messaging change to reflect that?
Forward-looking companies are taking time to re-examine their 2020 PR planning.
This process includes:
Re-evaluating messaging across channels – making sure that their messaging around products and services remains relevant;
Conducting research that helps them understand trend changes;
Rolling out new messages through PR initiatives, website relaunches, social media and owned content.
If there was ever a time to roll out new strategies, this is it.
Some changes will be born out of necessity—the overnight rise of virtual conferences and trade shows, for example. There is also increased emphasis on content marketing, social media and earned media.
We’ve quickly made changes here at Ketner Group, too.
When business-as-usual ground to a halt in March, we launched a new webinar series, “KG Connects”. In doing so, we built a new avenue to help clients, partners and other companies explore fresh marketing ideas. It also helped us reach new audiences and showcase our expertise.
At the same time, we started monthly office hours for clients only. The private setting promotes candid conversation about their unique PR and marketing challenges. We’ve used this time to build closer relationships with our clients, and they’ve reacted positively.
Focus on the fundamentals.
Innovation is critical, but don’t lose sight of the fundamental PR and marketing activities that are important to your brand.
This is not the time to go dark on press announcements and corporate communications. These initiatives are essential for securing the media coverage you need to get the attention of customers, prospects and investors.
Remember all that budget you had earmarked for events later this year? If at all possible, use it—don’t lose it.
The cancellation of SXSW early this year was just the first of a wave of event cancellations in 2020. Many events planned for early 2021 will likely be rescheduled, too. You can reallocate that budget into marketing initiatives that will keep up your visibility. We’re actively working with our clients to help them do that, and we’d be glad to offer our strategic advice.
The key thing to keep in mind for marketing now is simple: don’t stop.
Your customers and prospects are looking to you to provide expert guidance in turbulent times. So, it’s critical to communicate with them through carefully planned and executed campaigns. Take this opportunity to re-examine your brand, innovate with new ideas and keep up your PR presence.
These are the kinds of challenges that can bring out the best in our companies and marketing efforts. With these initiatives, your updated 2020 PR planning will help you showcase that.
Every organization needs to make big decisions about their media relations approach. You must determine who within your organization will own the program and identify the conversations you want to lead. Once you’ve done this, you need to ensure your spokespeople are media trained and ready to take an interview on short notice.
Building muscle memory through media training
You wouldn’t send your sports team out to compete against their rival without practicing plays. The team has to build muscle memory and develop chemistry. Media training works exactly the same way. It builds your spokesperson’s muscle memory and familiarizes them with the process. With practice and coaching, they will know a series of plays to implement based on the type of interview.
Types of interviews:
Your spokesperson may need to take an interview in the following formats:
Written responses via email that quote them directly in print or digital articles;
A phone interview or on-camera conference call that will quote the spokesperson throughout digital and print articles;
A podcast recording that will feature a Q&A style interview that turns into the basis for an article or is printed as submitted;
Broadcast interview in which the journalist will utilize an (on average) 30-second video segment of the spokesperson’s interview – sometimes these segments are live.
It’s important to note that each medium brings nuances in the way your spokesperson needs to deliver their message to be effective. Therefore, as you begin your organization’s media training journey it’s important to emphasize the differences in interview formats. The spokesperson’s technique will have to change with each.
For example, broadcast requires an additional set of skills as the spokesperson has to convey key messages via body language in addition to speaking. For broadcast, we usually like to bring in additional partners that solely focus on this medium in order to really help the spokesperson prepare for all of the nuances that broadcast demands.
Every time I advise clients on preparing for a broadcast interview, I kindly ask them to stay away from sounding and looking like Ricky Bobby on this now iconic scene from the film Talladega Nights: The Ballad of Ricky Bobby. Take a look, and you’ll see why!
Developing a media training process for each type of interview – whether creating an internal training process or bringing in an outside professional – is key.
Media training – how to get started
As you build a media training program or work with an agency such as ours to get your spokespeople trained, we recommend the following “plays” to build out your media training playbook:
Play #1 – Knowing why to prepare for a media interview
In coordinating with spokespeople for media interviews, it’s important to discuss the importance of training. They need to know why training matters and how it will help them in the long run. Getting your spokespeople bought in early on in the process is critical to ensuring future interview success.
Play #2 – Spokesperson Do’s and Don’ts
A critical part of media training involves walking spokespeople through things they should and should not do during the interview. For example, letting your spokesperson know which customers they can or cannot name publicly, as well as which facts and figures they can reference versus ones they cannot speak to, is key.
Everything a spokesperson tells the journalist is deemed “on the record”. If something they say isn’t fit for print, the spokesperson must explicitly get the journalist to agree that the information is strictly “off the record” before sharing. This can be very helpful to help them understand context without revealing private info publicly.
Play #3 – Different methods of answering questions
It’s important to identify different ways and tactics spokespeople can use to respond to questions. For example, at times, a journalist’s question may be long winded and a spokesperson’s natural tendency may be to go off on a tangent.
Identify these characteristics and walk the spokesperson through various ways of answering a question. The goal is to deliver quotable soundbites that stand out within the journalist’s report.
You should also practice scenarios in which the spokesperson must politely decline to answer a question if they do not have an answer for it or cannot publicly speak to it.
Play #4 – Practice, Practice, Practice
Once you’ve run through the initial plays, it’s time to put all of that muscle memory into gear and walk through several mock interviews. The spokesperson should be walked through interview exercises designed specifically for the kind of stories and reporters they’ll speak to.
As you do so, identify each reporter’s interview and reporting style and discuss what they respond to and how the spokesperson can adjust their messaging to be more effective for each journalist.
Practice makes perfect! As you start media training your spokesperson, ensure you are going over the above plays and getting them prepared to perform “on the field.”
If you need additional help, Ketner Group is available to help your spokespeople hit the ground running and achieve success! Contact us today to get started on your media training journey.
It’s a no brainer that emotions influence buying behavior.
Advertisers use tactics daily to grab our attention and drive brand awareness.
Similarly, our five senses can also be used to influence our behavior, whether
it’s through the attractive color of a sweater or the smells in a candle store.
But there’s one sense that online and brick and mortar retailers are realizing
can be their biggest weapon or biggest downfall: touch.
What is sensory marketing?
Haptic perception is the process of recognizing objects through touch, and haptic marketing, or sensory marketing, can help retailers sell products through the sensory effect a product can have on a shopper.
Sensory marketing takes place when a shopper squeezes an avocado to see if it’s ripe, samples a lip gloss or lifts their arms to see if a new shirt fits. While this is not a new concept, these examples of sensory marketing are done in physical settings.
E-commerce’s role with sensory marketing
Before COVID-19, a Retail Dive survey found that more than half of shoppers visit a brick and mortar store to touch or see a product they may end up buying online. So while e-commerce may be touted as a more convenient option, it often fails to mimic the in-store experience due to the lack of physical touch and ability to test out or try on products.
The letdown of making a major purchase online and have it not meet expectations when it arrives – not to mention the hassle of returns – can be a main deterrent and reason why shoppers still visit brick and mortar stores. The act of touching or testing out a product reassures the shopper that their choice is the correct one.
The pandemic has created an unprecedented opportunity for savvy e-commerce retailers to use technology to continue taking market share from stores. But it’s important to consider if online retail can ever fully match the same experience that physical stores offer.
Traditionally, online retailers have worked to alleviate haptic marketing growing pains by offering trial periods or samples of products. And now if you shop online, retailers have detailed product information and high-quality images, so consumers know when they’re buying a cotton or rayon top.
Now, with artificial intelligence and virtual or augmented reality, consumers can even visualize larger items in their own space – such as a new couch or a Christmas tree right in their living room. When done through a device, haptic marketing has also taken an experiential turn.
Common in the gaming world, a viewer’s phone can buzz or vibrate when watching a video. Imagine watching an ad for running shoes, and every time the runner jumps, you feel the impact on your phone. While it may not be effective in conveying how the shoes fit on your own feet, this new form of marketing can definitely increase brand awareness.
Retail’s relationship to emotion
The use of sensory marketing can be very nostalgic as the five senses are tied to emotions. When you’re sitting in a store, debating which couch to buy, you imagine yourself sitting on it in your own home. This is harder to imagine behind a screen. Luckily, when there’s a barrier between the shopper and product, e-commerce retailers are getting smarter about how they market these products.
Note: We published this blog post in preparation for Justin Goldstein’s webinar on broadcasting. Since publishing, the webinar is live, and you can catch it on demand!
Broadcast media is booming as the Coronavirus pandemic restrictions only begin to loosen and everyone searches for sources that can provide reliable and timely information. Consider, recent findings from Nielsen show that 83% of consumers are listening to as much if not more radio than before the pandemic.
Clearly, if you’re looking to secure television, radio or podcast placements, now is the time to do so. But, be aware that producers and reporters are just like us and mainly working from home due to the virus. A refined approach is more important than ever to break through your contact’s inbox and earn their interest in an interview.
Here are a few recommendations to consider:
Provide Key Assets Upfront
Are you in the process of developing assets like b-roll, headshots and bios for your spokesperson(s)? If so, hold on pitching until you have these elements so that you can include them in your first pitch to producers and reporters.
These contacts are sifting through hundreds of emails while trying to coordinate interviews via platforms like Zoom and Skype that they normally don’t work with. There’s a good chance that if a reporter opens your email and doesn’t see at least one or two of these assets listed, he or she will delete your email and move on to the next opportunity. If for no other reason, moving on reduces the stress of sending a follow-up email to ask questions.
How can you best incorporate this information into your pitch?
In your subject line, note that you’re offering an interview and these assets.
Provide a link to download your b-roll and headshots via Dropbox or a similar platform to avoid your message going to spam.
Include your spokesperson(s) bio towards the end of your pitch so that it doesn’t take away from the story that you’re trying to tell at the top.
Use Your Voice
Phone pitching is critical in broadcast media relations, especially during COVID. Newsrooms are overwhelmed with pitches, coordinating segments with their producers from afar and receiving updates on Coronavirus-related stories from the public. So, the chances of them responding to email outreach are less than the print/online reporters that you might be more familiar with.
It will likely be harder to reach reporters and producers directly. Your next step is to call a network or station’s assignment desk and speak with an assignment editor. They are well-positioned to coordinate interviews or connect you with a contact that can do so. You can also leave a voicemail on a producer or reporter’s phone. They often check to make sure that they’re not missing any important messages while away from the office.
Many broadcast contacts are doing their best to adapt to navigate the pressures of virtual planning meetings and interviews. While you can certainly share your spokesperson(s) platform preference for connecting, try to be flexible.
If a reporter asks to connect via Skype and your spokesperson(s) is hesitant to pursue because they’re not used to the platform, try to schedule a quick training session. Get them to feel confident and comfortable going into an interview rather than push back on the reporter.
Consider creating video-conference meeting invites for reporters and producers and offering your willingness to do so in your pitch. This removes one extra step in coordinating an interview that they don’t have to manage.
Be aware that if you’re staffing interviews on Zoom video, your video box will appear, so it would be best to confirm with your contact that he or she can have their team edit you out before finalizing their segment.
Broadcast media is a powerful tool that should be leveraged for your media relations program. But, it’s crucial to approach your contacts in a strategic manner to garner their interest. Your results depend on it.
Attend June’s KG Connects Webinar to learn more
Want to hear directly from Justin about the state of broadcast media and both evergreen and timely best practices for securing coverage?
Join us on Friday, June 26 at 10:00 a.m. ET for the next edition of KG Connects! Learn more and register here.
About Justin Goldstein
Justin is president and founder of Press Record Communications, a strategic media relations agency with expertise in broadcast media. He is an award-winning media relations pro, voted an Exceptional Under 35 by the Public Relations Society of America. He has developed and implemented broadcast media relations programs that have supported clients like General Motors, Best Buy and the Clinton Global Initiative.
In recent years, Justin has coordinated event broadcast press campaigns for the Consumer Electronics Show, Detroit Auto Show and Conference of Mayors. Justin also served as morning drive producer at WRHU-FM, New York’s number one non-commercial radio station. His work has been recognized by PR News, PR Newswire and the Hermes Creative Awards.
This past month, Ketner Group president Catherine Seeds and I had the pleasure of hosting a media relations strategy webinar with SoGal, a global platform for the education and empowerment of diverse entrepreneurs and investors. During this webinar, we provided attendees with key tactics and strategies to consider as they look to launch a media relations program.
Why businesses across verticals should consider a media relations program
The value of media coverage
The key steps to launch a media relations program
The top takeaways:
Do your research
Get to know your media targets
Personalize your conversation with each.
Here are some of the highlights from the webinar:
Why have a media relations program?
A media relations program can drive external awareness for your company through validated third-party sources. Let’s say your company just landed its first round of funding or launched a new product in the market. If you do not tell your story, someone else will.
By creating a media relations program, you have the ability to tell your story to a member of the media community and reach multiple audiences beyond your own network.
What’s more, a media relations program can help bolster your company’s cache among a particular audience. Let’s say your chief data officer is well-versed in a particular technology within the healthcare industry.
You can generate media coverage by having them provide commentary for a relevant story a reporter is working on. Securing exposure for him/her as an expert on related hot button conversations positions your company as trustworthy and informed. Ultimately, it helps elevate your brand recognition and brings a sense that you can solve tough challenges.
Last but not least, a media relations program can build your company’s digital breadcrumbs. Highly relevant coverage helps you to rise through the ranks of engine search algorithms for your business’ key terms.
Tactics for building the program
As you consider creating the program, you must decide whether to run the program in-house or work with a public relations agency. Depending on what path you choose, we always advise that your company dedicate a single in-house lead. That person, often the CMO, can make sure the agency and internal stakeholders work together seamlessly.
When budget is tight or you’re just starting out, there are many easy and free tools available to help. For media opportunities, HARO and Qwoted are two platforms where reporters look for sources for stories they are working on.
As well, Twitter is an important platform to keep in mind. Identify and follow relevant reporters and engage with them regularly. Plus, they often post to Twitter when they need sources for a story. Sometimes even better, Twitter lets you avoid annoying pitches by keeping up with what they vent about.
Three best practices to launch a media relations program
Many attendees emphasized the value of not just tracking journalists, but building an effective relationship with them. Really, the art of media relations is all about differentiating your company in the eyes of the journalist.
Take the time to really personalize your outreach to each of the media members you connect with. And make sure that the story you offer is relevant. We can’t overstate how much this helps you build an effective relationship in the long run.
As Catherine best put it, “nurturing those relationships will always pay off in the end!”
The future of journalism will be defined by two parallel forces: algorithms and trust.
Online media has been in constant evolution since print newspapers and periodicals first moved online.
Industry innovation since then has mainly delivered new ways to cover and share news: podcasts; webinars; video; social media.
But the non-stop battle for readers and revenue never disrupted the fundamental business model of publishing. Outlets continue to generate revenue through either subscription-based or ad-supported coverage.
More recently, powerful new forces have put this model into question – one slowly and one suddenly. The response will define who maintains their positions as the gatekeepers of information moving forward.
Big Tech is poaching ad revenues
One major financial burden for digital publishers is Big Tech. Google and Facebook, in particular, have built their own news distribution and advertising platforms that offer larger audiences and more personalization options.
It’s a natural if not inevitable evolution. Newspapers and periodicals curated and distributed great writing to a broader audience than the writers could reach alone. Big Tech simply does the same at a greater scale. It curates the best of the best for the biggest audience.
The publishing industry model has always financially rewarded the organizations with the biggest audiences and best ROI for advertisers. Big tech now wears that crown.
In response, many of the biggest publishers are lobbying to require tech companies to pay for the news they use. This would provide some relief for content producers but doesn’t address the competitive disadvantage of the model itself. It’s a band-aid option that prevents the industry from addressing larger issues at hand.
Money flowed from inefficient print newspapers to online publications because it delivered a better user experience and better ROI for advertisers. Even if regulators force Big Tech to share revenue with publishers, the same forces will continue to disrupt the online news industry from within.
The pandemic effect
The throes of a pandemic offer a fascinating glimpse into the true state and future of media and journalism.
Decision-makers and stakeholders need answers, guidance and insight into the factors influencing their livelihoods and lifestyles. That’s why many reliable publishers are experiencing huge surges in web traffic and engagement.
In a vacuum, this would be a harbinger of a revenue windfall.
Ultimately, a protracted pandemic and its economic fallout will accelerate the trends already underway. Ownership groups will consolidate risk, stack premier writing talent within fewer publications and double down on making sure those few outlets maintain profitability – at the expense of the rest.
The industry will get more top-heavy.
A symbiotic relationship
Although the pandemic will continue inflicting pain on the publishing industry, it eventually will come to an end. Similarly, Google and Facebook aren’t in the business of putting media out of business. In fact, it’s the worst thing they could do.
These tech platforms can’t – and don’t want to – create their own content. They prefer to identify and elevate the best content for each audience. Their algorithms do just that. And that’s why they’re so successful.
In a way, big tech is bringing rigid order to the Wild West of online publishing. They are the new gatekeepers of ‘good journalism’. And for better or worse, they don’t define winners subjectively. Behavior and preference data and search ranking algorithms leave no room for those who don’t follow the rules.
The role of trust in an open internet
There is another important factor working in publishers’ favor: platforms have issues of their own when it comes to policing their pages. Facebook especially has been battered by the fake new phenomenon.
In an unregulated and open internet, trust comes at a premium. Ethical publishers will have a monopoly on trust that advertisers and brands will gravitate towards.
This does not mean that all online publishers will recoup the revenues they pulled in before big tech stole the show. Rather, well-defined and highly loyal audiences will continue to rely on digital publishers who exemplify those characteristics.
A new playing field defines the future of journalism
The importance and role of high-value content are the same as they have ever been. In fact, with questions about fake news and overt bias running rampant, it’s more critical to media sustainability than ever.
Publishers are just operating on a new playing field where new referees have reset the rules.
This game, like any game, will have winners and losers. But the players who create the best content for their audience’s needs will forever have a key role in defining the future of journalism. And readers and advertisers will reward them for it.
Stay-at-home measures mean events of all kinds are canceled, a massive blow to one of many companies’ primary sales and lead gen channels. While webinars are filling in some of the gaps, they aren’t enough on their own.
Content converts, particularly now
Content has always played a key role in supporting all parts of the sales funnel: increasing overall awareness, generating leads and nurturing leads through close.
But in the present coronavirus environment, content offers the unique advantage of rewarding time rather than financial investments, and it can promote a variety of expected outcomes.
Content can help you sell to your company’s future products and services.For example, let’s say you’re creating a new product to address coronavirus disruption in your industry. You can publish thought leadership content today that promotes the benefits of an ideal solution, drumming up demand in anticipation of its official launch.
Content can also help you highlight evergreen features that are always advantageous. If your product has a short deployment timeline, create content that highlights this value.
Content marketing supports the entire funnel
When we talk about content, we’re not limiting our conversation to long-form content, which is extremely influential but not the end-all-be-all. We’re referring to:
Blog posts: Great for lead generation through SEO and can be shared across every channel.
Infographics: Increase your reach; other companies love to share these.
Email marketing: As sales cycles shift (and possibly lengthen) email helps you stay top of mind.
Long-form content (eBooks, whitepapers, etc.): When hosted behind a gated form on your website or an ad, it directly generates leads. Repurpose this comprehensive content by turning it into more digestible thought leadership byline articles and blogs.
How to outsource content projects
Given the new urgency to create highly relevant and engaging branded content, we are now offering project-based services that help you grow your business without the commitment of a retainer.
We’ve always believed one of our biggest differentiators is that everyone on our team is a great writer.
Our new focus on end-to-end content marketing services means that we can help you write, design and promote content for any audience.
We’d love to talk with you about content ideas you’re mulling over, content types you’re considering or campaigns you hope to launch.
In addition to offering more project-based services, we’re also now offering a free, 30-minute consultation to our contacts. Take us up on our offer by emailing us at [email protected].
3737 Executive Center Drive
Austin, TX 78731