New Trends in PR

In blog, brand awareness, Communication, Featured News, pr, public relations, pushing the envelope, strategic planning, strategy by getpushing

Public Relations is defined as the strategic communication process of building mutually beneficial relationships between organizations and their publics. So it is inevitable that as technology and human behavior shift over time, the marketers’ strategy on how to reach those audiences must also shift.

So what trends should you be preparing for?

1. Customer-Centric Communication

Consumers are becoming more selective about the products they buy, the organizations they support and the channels they’re using to communicate. Your audience is no longer one large group, but a large collection of smaller audiences. So your communications with them must be segmented and specifically tailored to each.

How is this accomplished?

  • Listen to your customers and make them feel valued (on and offline)
  • Continually improve customer experiences and products
  • Acknowledge and address potential product and employee issues

Gaining testimonials from your customers and responding to reviews not only builds trust in your brand, but also plays a key role in search engine optimization (SEO). A recent BrightLocal survey found that 88% of consumers trust online reviews as much as personal recommendations. While around 92% of consumers trust recommendations from family and friends more than any other form of marketing.

2. Integration of Marketing Communication Efforts

Consumers today are inundated with advertisements and information everywhere they go. So you cannot depend anymore on one channel or promotional method to sustain your brand messaging anymore. Integrated Marketing Communication involves applying brand messaging across traditional and non-traditional channels, while implementing a variety of methods to reinforce the messages.

How is this accomplished?

  • Be consistent with brand messaging and customize for each audience
  • Use a combination of public relations, marketing and advertising strategy
  • Refine your internal communications to create ambassadors for your brand

In conclusion, the main takeaway is that mass marketing and messaging has fallen by the wayside. Brands now have to create messages specific to individual audiences to make your customers feel valued. It also helps build long-standing relationships with them so that they may also become brand ambassadors.