When it comes to following changing PR and marketing trends, it’s easy to get confused. One specialist swears by influencer marketing, another preaches how the same tactic is dead.
It’s true that we need to stay aware of the current trends, but we shouldn’t lose sight of what really matters when it comes to PR success: consistent results.
So what is the secret to results-driven PR in 2021?
In this post, I’ll share our 4 performance PR tips on how to achieve guaranteed results.
1. Set your PR campaigns to support your business goals and set measurable KPIs
No matter what year it is, focusing all your PR efforts around your business goals and measuring success should always be the base of any PR strategy.
ROI of PR used to be a complicated task in the times of traditional PR, yet that’s no longer the case. Everything in the digital world is measurable, and so is digital PR success.
If you can’t measure your success, you’re just making educated guesses. And no business can achieve consistent growth based on guessing.
Set SMART KPIs, measure them frequently, and make data-driven decisions in order to achieve consistent PR success.
2. Align your strategy with relevant PR and marketing trends
It’s important to align your PR strategy with current trends in order to stay relevant. However, it’s equally important not to get distracted by every “next big thing”.
Yes, TikTok is booming. But does it help to improve lead generation for your fintech startup?
Instead of trying to leverage every current trend, you need to determine what’s essential in order to reach your business goals.
These are the some PR trends to look out for in 2021:
-Authenticity and transparency is the key in communication. 53% of US consumers say they’re likely to buy from brands that are transparent, and 86% say transparency is now more important than ever.
-Diversify your content formats. PR is no longer solely about press releases. People today are consuming podcasts and video content more than any other content, and that’s why your PR wins demand more diverse formats as well.
-Integrate PR with digital ads and SEO. The lines between PR and different marketing departments continue to be blurred. Shared goals and integrated campaigns have great potential to improve your results.
–Focus on employee satisfaction and brand reputation. 86% of U.S. women and 67% of U.S. men wouldn’t join a company with a bad reputation. This means that companies who want to attract talent and keep current employees happy in difficult times should invest in building brand reputation and improving employee satisfaction. Besides, employee advocacy can be a fruitful marketing and PR tool for your business.
-Talk about purpose. Millennial consumers are looking to buy from brands whose values align with their own. In fact, 56% of consumers say they have no respect for businesses that remain silent on important issues.
3. Invest in advanced PR tools to foster relationships with journalists
Building relationships with journalists has moved online as pandemic has cancelled almost all networking events and possibilities to meet journalists in person.
When you add in the fact that many journalists receive over 100 pitches per week, you simply can’t expect to get noticed without proper media connections.
Advanced tools like MuckRack and PR agencies with existing networks will save you hours of work. You’ll avoid having to hunt down journalists’ contact details and increase the chances for your pitch getting picked up.
It’s not free, but it will get you results. And in the end it will end up costing less than putting in the countless hours work on your own.
4. Invest in proactive reputation management
In 2021, prevention is the key to PR success.
In the era where cancel culture, fake news, and “brandcalling” are creating more pressure on companies than ever, all brands need to focus on proactive reputation management.
This means that instead of waiting for a crisis to emerge, the company is already prepared for it by building a positive brand reputation. When doing this, the crisis will have a much smaller impact if it actually happens due to all the positive messaging.
It’s a win-win scenario: you get to minimize your risks while enhancing your brand reputation.
In 2021 it’s important not to get distracted by constantly changing trends and focus on what matters the most to any growing company : consistent results.
Follow the new trends and stay aware of the important ones that affect your business, but don’t try to hop in every PR and marketing trend bandwagon if you don’t have the time and resources for it.
Instead, keep your eyes on your business goals and build your strategy with tools that will get you there with the best results.