Journalists need a good story that is newsworthy, relevant and topical. Creative free publicity, that’s what we aim for. We are constantly seeking for themes, juicy PR stories and surprising point of views in order to inform the press in an original manner and to rouse their interest in the products or services of our clients.
One of the most important disruptive changes that have happened in public relations over the years is the mentality shift away from self-promotion. We still promote a brand but it’s also about giving your audience the chance to interact with you. To reach your audiences, you have to do more than shout the loudest, you have to offer (creative) value, too.
‘Stories sell, products don’t’. You’re buying an idea and not the technical specs of it. Think about the customer’s journey. He wants not just your product, but seeks experiences. If your brand was a person, what would he be like? What are his interests and desires? Tell your customers about it and ask for feedback.
Brands continue growing influencer campaigns.
With more accurate result and ROI tracking, it won’t be celeb and very commercial influencers that will be chosen for campaigns. It will be more focused on brand ambassadors with engaged audiences and creative content, like micro-influencers.
We build trust with the brand’s audience through an effective mix of channels, including public relations, influencer activations and social media support. We’re expecting less branded content, in favor of more authentic non-branded content. Social platforms reward more and more natural, high-quality content in its algorithms. We advise creative content and real customer testimonials based on authenticity rather than actors for commercials.
Simplicity of the message becomes more important in PR. Busy media and rushed customers are swamped with messages every day. We will find new ways to simplify the message and create added value. Incorporate video in PR is the way to go: sharp, dynamic and short messages with impact.