You have a PR strategy that your company adheres to. Great job! However, given the fast-changing world of PR, it's essential to continuously renew and possibly adjust your strategy. This not only keeps your audience engaged but also ensures that your brand remains relevant in a dynamic market. Here are five practical ways to keep your PR strategy fresh and innovative.
1. Stay updated on new trends
Innovations and trends in the PR world are constantly changing, from new media platforms to technological advancements. Make sure to stay updated with the latest developments in the industry. Follow trade magazines, blogs, and social media experts who share PR insights. By staying actively informed, you can think ahead and test new ideas before your competitors do.
For example, think about the rise of podcasts. Many companies are now using them as a PR tool to showcase thought leadership. If your company isn't yet using podcasts as a medium, consider embracing this trend. Not only do you offer your audience something new, but it’s also an opportunity to present your company in a unique way.
2. Experiment with different formats
Don’t stick to traditional press releases and articles. Videos, live broadcasts, and interactive content offer powerful ways to communicate your message in a refreshing manner. Videos are often more shared and get more attention on platforms like Instagram and TikTok. Interactive content, such as polls and quizzes, encourages engagement and can help you better understand your audience.
For example, if a new product launch is planned, try not only the traditional press release but also an engaging video that shares the story behind the product. You can even combine it with a live Q&A to directly answer questions from journalists or customers.
3. Personalize your message
Instead of one general message for everyone, it’s crucial to tailor your PR content to specific target audiences. By sending personalized messages, journalists, influencers, and customers feel more addressed. Use data and customer insights to determine which topics or angles are most relevant for different groups.
For example, let’s say your PR campaign is aimed at both technology journalists and lifestyle bloggers. Instead of sending the same press release to both, you can write a version for tech journalists that focuses on innovation, while the version for lifestyle bloggers emphasizes how the product makes daily life easier.
4. Collaborate with unexpected partners
Creative collaborations with influencers, other brands, or even artists can refresh your PR strategy and reach a new audience. Unexpected partnerships attract media attention and give your brand an innovative image. Look for collaboration partners who match your brand values but can also add a unique twist to your message.
A good example is that of Pockies, the clothing brand that started as a joke. Instead of large, commercial, and obvious collaborations, they are known for setting up unexpected partnerships. This has led to collaborations with matchbox brand De Zwaluw, kitchenware brand BOSKA, rappers, and writers. These kinds of collaborations not only generate media attention but also offer an interesting story that journalists and bloggers love to share.
5. Monitor and analyze your PR efforts
To constantly improve your strategy, you need to analyze data to see what works and what doesn’t. Use monitoring tools, like those from Presscloud, to see what media attention you’re getting, how much traffic it generates, and how the audience responds to it. Adjust your approach based on these insights.
Conclusion
Continually innovating in PR requires curiosity, creativity, and a willingness to try new techniques. By experimenting with new formats, sending personalized messages, and forming the right partnerships, you keep your PR strategy fresh, engaging, and effective.
