10 PR Trends Shaping 2023
It’s that time of the year again. As we close out 2022 we look forward to 2023 and start to see some shifts happening in the public relations landscape. What worked in the past years might not work this year. But as publicists and PR professionals keeping your finger on the pulse is imperative to the continued success of our industry.
The pandemic has turned every industry on its head and reshaped the way we all do businesses. New industries were birthed and old industries slowly disappeared. Want to know what’s happening in the PR world in 2023? We have the latest trends to watch for in 2023.
1. MASS PITCHING IS DONE
Long gone are the days of publicists sending out mass releases to anyone who would read it. Instead it’s going to be about quality. Publicists will now have to pitch and produce stories that are geared towards their clients’ product and demographics. Niche marketing will play a significant role here.
2. FACE TO FACE INTERVIEWS MAKE A COMEBACK
Media outlets will bring back face to face interviews whenever it’s possible. This will be true especially for profiles, in-depth features, and discussions around controversial topics. You get more out of someone when talking face-to-face.
3. CONTRIBUTOR ARTICLES ARE IN
With the decrease in newsroom staff, media outlets will rely on contributor articles to fulfill online needs for content. Start with smaller or local outlets to see if they are open to contributing articles.
4. SOCIAL MEDIA WILL BE THE QUICKEST WAY TO REACH MEDIA
Social media will continue to be the quickest resources to reach media and journalists. Twitter and Linkedin will be the place to go. Linkedin is going to be the best resource for the B2B space. Twitter is the place where a lot of reporters, writers, video creators, and bloggers live when they need new pitches or sources for stories they are working on.
5. DIVERSIFY YOUR OUTREACH
Publicists will also have to start looking at other means of getting their clients out there. Newsletters and podcasts will be the place to look. Podcasts have a niche audience which will help you directly connect with customers who are already interested in a topic or industry. While newsletters help to build brand awareness to an audience who is already interested.
6. SOCIAL CONSCIOUSNESS
Consumers will continue to put importance on social consciousness when it comes to engaging or purchasing from a brand. As a publicist you need to make sure there’s social consciousness built into your clients’ business or brand. Customers want to know what companies are doing to help make the world a better place. It’s no longer about assuming when it comes to brands.
7. INCLUSIVITY AND DIVERSITY
This is going to be a continued trend in the marketplace. Customers want to know what exactly you are doing about inclusivity and diversity. Throwing up a statement on your website is no longer going to work. Customers want to see and experience it.
8. AUTHENTICITY
Authenticity is continuing to be a requirement for customers. Being true to your voice and transparent is what consumers are still looking for. This isn’t going to be going away but instead a MUST DO. Readers are demanding for authenticity instead of fake news.
9. REMOTE WORK MEANS CHANGING SCHEDULES
With many of us working from home, this has also changed our productivity schedules in order for a work life balance. The days of sending a pitch between 10AM and 2PM is longer the case. You have to double check any info the journalists or reporters offer on how and when is the best way to pitch them.
10. OWNED MEDIA IS CRITICAL
Having earned media is not enough anymore. Your brand must have owned media whether it’s blogs, newsletters, social media posts on your brand channel. Owned media allows a brand to reach their audience organically without the use of paid media. It’s also another medium that is controlled by the brand itself.
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