As 2015 comes to a close, we’re taking a look at recent trends and new technologies that we can incorporate into our clients’ public relations plans for 2016. The industry has certainly gone through quite a transformation in recent years due to the growth of social media, and that plays a strong role in the strategies being used in the PR world as well. What developments should be most prominent in the coming year? Here are a few that we believe will support PR efforts throughout 2016.
- Where do most people receive information these days? Whether checking email or social media sites, our digital devices – cell phones, tablets, etc. – are the center of our lives for communication and they’ve become instrumental in spreading news. This past spring, Google began using mobile-friendliness as a ranking signal that ultimately means that those sites not optimized for mobile would be ranked lower and lower. The push from Google will force companies to develop mobile-friendly content, so responsive design and embedded videos will become standard and expected. Use this technology as a way to connect with your audience and the billions of mobile-device users anywhere and at any time.
- Visual elements tell a story and add emotion, prompting your audience to drive the visibility of your message. Educational and instructional videos are great tools to provide to a customer, perhaps based on a new product or service being offered. In fact, the videos that are gaining popularity are actually user-generated videos, not necessarily those that are finely produced and staged. We all have access to quality cameras through our phones now, which create more meaningful videos and photos.
If sending a press release, make sure that a photo, logo, infographic, or video is included as well. Those types of visuals engage reporters and increase the likelihood of landing placements in print, but especially online. Since PR and social media efforts typically tend to support one another, visuals are also great tools to carry over onto social sharing sites such as Facebook, Twitter, and LinkedIn.
Take the time to evaluate what tools worked for you in 2015, and don’t be afraid to take some risks in 2016! Whether your business is B2B or B2C, working in fresh, new strategies will help make your business relevant.