The final weeks of 2014 were not particularly cheerful for the Belgian media landscape. PUB Magazine announced that it would close after more than thirty years. Meanwhile, Luc Blyaert resigned as editor-in-chief of IT trade publication Data News because he disagreed with another round of cuts by publisher Roularta. Both the number of print issues and the editorial team were cut in half.
A shrinking media landscape, and consequently less time available to journalists, is nothing new. Unfortunately, it is a trend set to continue in 2015. That means even greater competition for editorial attention. As I explained in my previous blog, organisations need to provide good, engaging content. Our job as PR professionals is to help them do that.
A strong content strategy
Anyone who can give a press release, blog or video a journalistic angle will have an advantage in 2015. User-generated content and blogs are also becoming more important, alongside social media. Developing a strong content strategy is therefore essential to any PR strategy in 2015 and adds significant value for the client. Good content demonstrates your relevance to your audience, encouraging people to seek you out and find you. It is an investment in both reputation and relationships.
Content specialists
A well-equipped communications and PR agency such as Progress Communications has the specialists needed to develop content that offers audiences something extra. Content specialists understand the craft and know what makes a story credible, relevant, newsworthy and timely. It is no coincidence that our number of writers increased by almost half over the past year. Each team member has a specialism, but they share one quality: they write effectively and with a clear purpose, whether producing a press release, blog, column or tweet.
Creativity
Content is essential in 2015, but everyone is trying to stand out in these difficult times for the media. A generous dose of creative freedom can help: being a little different and going a little further, in both presentation and substance. Too often, however, organisations cling to rigid templates, overly neutral language or inflexible instructions from above.
Content, especially creative content, is crucial. For some clients, that means changing their mindset and becoming more open to creativity in their communications. As with so many things, it often starts at the beginning: an original angle, a good subject line or a compelling headline. That may sound obvious, but it should not be underestimated.
Here’s to an interesting and creative 2015!
Veerle
More news ›