At the end of 2016, we looked back on a busy year of work for B2B and B2C clients and considered why organisations should keep investing in PR. Social content, media relationships and events each had a place in that discussion.
Connect social content with a wider plan
Social channels had become an increasingly important part of our client work. At the time, we managed AVM’s social channels and planning, while working with clients such as Domo on content calendars.
The activities differed, but the strategic question was the same: what would the audience find useful, and how should the content connect with the brand’s wider communication?
A calendar helped organise that work. It also made it easier to see how social media, company content and other channels could support one another.
Make expertise available to the media
We continued investing in personal media relationships throughout the year. The original review highlighted interviews for clients including Polycom, Indeed, Edison Energy and Domo.
An interview gives a spokesperson room to explain a subject in more depth. Blogs and opinion articles can offer another route for sharing knowledge, when the topic and treatment fit the publication.
Our colleagues at Contentbureau were busy creating material, but producing content was only one part of the task. We also needed to decide how to use it, based on the audience, the message and the purpose of the activity.
Design an event around its objective
Events gave journalists a chance to experience a story and meet people directly. The intimate Sonos Playlist Potluck evening was one example. Its setting fitted a campaign built around food, music and shared enjoyment.
For Microsoft, we organised a search for the Belgian Excel champion. Videos featuring Excel coach Sofie Engelen supported the call for participants, and the finalists competed at Microsoft’s Executive Briefing Center with media attending.
The Excel championship required a very different format from a dinner. That was the point: the event should follow the communications objective, rather than the other way around.
An intimate gathering, a formal announcement and a large media event have different purposes. The audience, the story and the desired outcome should guide the choice.
Stay recognisable over time
One strong article can be valuable, but a single appearance does not create lasting recognition on its own. People encounter a great deal of information and will not necessarily remember a company after seeing it once.
A consistent approach gives stakeholders repeated opportunities to understand what an organisation does and why it matters. A recognisable spokesperson can help give that organisation a human face.
The original article referred to the paid, earned, shared and owned media mix. These channels can support one another when they follow a coherent plan. Consistency does not mean repeating the same message without regard for context; it means maintaining a clear identity across relevant contributions.
Make the work manageable
Finding time for structured PR can be difficult, especially for smaller organisations. A communications partner can help by understanding the business, identifying priorities and turning them into a practical plan.
That was our invitation as we looked ahead to 2017, and it remains a useful starting point for a discussion. If you want to make your communication more consistent, contact Progress Communications and explore our approach.
Veerle
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