Media Relations

Measuring Public Relations for Consumer Brands

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As you start to consider the impact of PR on your consumer brand, it’s easy to look at its value through a traditional marketing or advertising lens. Granted, paid media may be easier to track and measure regarding ROI, but that doesn’t negate the significance of consumer PR and its ability to expose your business to powerful publicity.

However, as with all investments, to warrant additional spend towards a PR budget, you need to look at the quantifiable metrics and outcomes of working with a top-rated PR firm.

So, how can you measure PR and its effectiveness and what do consumer brands need to know about measuring public relations for consumer brands?

The importance of intentional investment

How you measure PR is intricately linked to your business outcome goals and how well your PR firm understands them. Expert PR firms show you how specific outcomes align with your goals and objectives.

Measuring public relations for consumer brands is about knowing where you want to end up. When it comes to gauging whether or not your consumer brand will benefit from hiring a PR firm, it’s essential first to understand that you may need to alter your ‘measuring stick’ used for calculating earned media value because your value depends on your specific outcomes. For example, a brand that wants to be acquired differs from a startup brand. Each growth phase is important, and PR’s role in each is valuable, but exactly HOW valuable depends on the importance of the goal. In other words, although businesses can track their earned media value, there is no set rule on how to effectively measure it as with paid performance measures.

That said, the reality is paid media offers satisfying dashboards and stats like click-thru rates, but it doesn’t tell you what’s holding back your consumer brand from going further; how could the advertising be more effective? How could you product be more beloved? That’s PR’s job, and that’s why it’s important to have both paid and earned media strategies.

However, a few best practices can help increase the impact, reach, and overall effectiveness of earned media.

Some value will depend on the media coverage your brand gets and by whom; placement in a national publication your customers read is far more valuable than a national publication your customers don’t read. There’s more to it, though; is it newsworthy and shareable? Do you share the article with competitors? Where in the article does your brand appear? Is it written by an authoritative lens or a credible industry thought leader? How can you use the final piece in your marketing? These questions need to be answered before effectively measuring your PR.

Ultimately, working with a top PR firm will allow you to develop the required baselines and KPIs for your unique goals so you can see the impact on your bottom line.

Through this collaborative approach, PR professionals can better create a strategy for effective and long-lasting success, communicating the ways to track revenue increases from PR outcomes with you in a way that’s clear and confident.

For example, if your goals are more sales-orientated, your PR strategy may be based on seasonality or product launches. If your objective is to build brand awareness, the focus of your PR strategy may be to gain exposure through thoughtfully crafted press releases. The outcomes could then include anything from a merger/acquisition, an IPO, or venture funding.

That’s where we come in.

At Avaans, we use emerging trends, hard data, and emotional intelligence to create compelling consumer PR campaigns for brands.

Our PR sprint program is all about fast-moving tactics and fast results, specifically for consumer brands who want product-focused PR. Contact us today, and let’s talk about goals, metrics, and media coverage.

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Purpose Driven PR vs Greenwashing – What’s The Difference

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Consumers no longer prefer brands that incorporate environmental initiatives – they demand it. It is no longer a novel feature reserved for what was once labeled ‘eco’ brands but is widely expected from consumers regardless of the industry. Still, there is additional pressure on consumer brands within the health, lifestyle, pharma, skin, and wellness sectors to prioritize sustainable, social, and environmentally conscious practices. So it’s important to know the difference between purpose-driven PR vs greenwashing.

But there’s still a critical gap between legitimately incorporating sustainable and social initiatives and how you communicate this to consumers. Cue purpose driven PR, your brand communication strategy that allows you to leverage the brand recognition and awareness that specific eco-friendly values hold for your company. But brands beware – despite best intentions, without careful execution and communication, your attempts may be misinterpreted as ‘greenwashing.’ Here’s what you need to know about the latter and how to avoid it at all costs.

What is Purpose Driven PR?

Purpose-driven PR encompasses the earned media coverage around a brand relevant to its corporate social responsibility. This content can include anything from the industry’s involvement in climate change and sustainability initiatives to any eco-friendly switches the company makes (like in packaging, shipping, or manufacturing). Investing in successful purpose driven PR strategies, however, goes far beyond improving consumer loyalty to their brands.

In fact, according to a recent poll of 1,048 Americans, 55% stated that they would spend extra on sustainable and eco-friendly products. On the contrary, 4 in 10 said they are likely to boycott companies that aren’t as committed to turning green – a definitive motivation from a sales perspective. Even more so from a brand awareness standpoint, as proven in a new global analysis commissioned by WWF, indicating a 71 percent increase in internet searches for sustainable goods internationally over the last five years.

Some refer to it as ‘the eco-wakening,’ but be forewarned, despite the advantages of purpose-driven PR from a business perspective – consumers are as quick as ever to spot a wolf in sheep’s clothing, a.k.a’ greenwashing.’

When it becomes ‘greenwashing’

Greenwashing is the antithesis of purpose-driven PR and refers to brands leveraging the economic value of purpose-driven initiatives and related PR without necessarily genuinely living up to the standards. However, it’s important to remember that this may not always be intentional. Often, consumer brands are labeled as ‘greenwashing’ due to a lack of knowledge on how to approach purpose-driven PR successfully. One example of this may be consumer brands who use vague language concerning their eco-friendly product, such as ‘all-natural’ or ‘made with clean products’ or ‘recycled materials’ instead of descriptive, informative, and transparent language. They avoid transparency around their supply chain and focus on a tiny sustainable change to distract from other harmful practices while overlooking the company’s broader environmental impact.

How brands can avoid greenwashing

Recent studies on U.S. consumers revealed an ever-increasing trust gap between consumers and brands, especially pertaining to sustainability. In fact, merely 38 percent of surveyed consumers believe brands and their promises concerning environmental sustainability. There is a dire need for credible, authoritative, third-party publicity to bridge the trust gap and establish your brand as a true north regarding its green messaging. This is where appropriate PR strategies can play a significant role.

In the interim, there are a few things consumer brands can keep in mind to avoid greenwashing, such as utilizing deliberate, clear, and accurate language and avoiding generic assertions such as “organic” unless the product is certified organic.

But there’s a catch.

Conversely, consumers are attracted to simple, jargon-free sustainability messages that connect directly to them, their families, and the world around them.

By keeping this in mind, consumers must find a natural and healthy balance between communicating authentically and accurately without becoming so far removed from their ideal consumer’s frame of reference.

Our opinion? If you can’t prove it, don’t use it. But you have to be a part of the conversation, or it’s only a matter of time before your competitors surpass you.

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The Role of PR for Consumer Products

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The landscape of consumer marketing and PR is perpetually shifting, with the direct-to-consumer (DTC) models marking one of the most significant trends in recent years. This model, particularly within the consumer packaged goods (CPG) sector, has transformed how brands connect with and sell to customers. By bypassing traditional retail channels, DTC CPG companies are reshaping consumer expectations and experiences. Integral to this transformation is the role of public relations.

As a cornerstone of communication strategies, PR helps DTC CPG brands build an image, communicate with audiences directly, and craft narratives that resonate in a crowded marketplace.

Understanding the nuances of DTC CPG public relations is essential for startups and established brands alike. This blog aims to provide a comprehensive guide to this dynamic field, offering insights into its history, what it entails, the benefits, and current trends, including the recognition of top consumer PR agencies and the impact of accolades like the Inc. Power Partners Awards.

The History and Evolution of Consumer Public Relations

Historically, consumer public relations revolved around garnering media attention for products typically found on retail shelves in various departmental stores. Brands would strive to secure coverage in print media, television, and, more recently, digital platforms to influence consumer behavior. The aim was to boost visibility and credibility through third-party endorsements from the media.

However, over the years, as the DTC model has risen, the focus of consumer product PR has expanded heavily. Now, it’s not just about getting a product mentioned in the online or offline media; it’s more about forging a direct line of communication and trust with consumers, fostering a community around a brand, and using storytelling to differentiate products in a saturated market.

The evolution of PR in the CPG sector is closely linked to the emergence of the DTC model. As technology advanced, it provided an opportunity for brands to sell directly to consumers online, bypassing traditional retail middlemen. This DTC approach offered numerous benefits, including greater control over brand messaging, direct customer feedback, and higher profit margins.

Key Components of Consumer PR

  • Media Relations: Securing coverage in both traditional and new digital media.
  • Influencer Partnerships: Collaborating with influencers to tap into their follower base.
  • Content Marketing: Creating valuable content that resonates with the target audience.
  • Social Management: Engaging and managing the overall brand image on social platforms.
  • Crisis Management: Preparing for and responding to any negative issues or press.

The Role of Public Relations for Consumer Products

The public relations model for DTC CPG brands offers a myriad of benefits, altering how these brands approach marketing and customer engagement. From the control of branding to the nimble response to market shifts, DTC CPG PR paves the way for a more intimate brand-consumer rapport.

Enhanced Brand Control

DTC operations empower brands with unprecedented control over their narrative. This autonomy in branding and messaging ensures that the public image remains undiluted. Direct sales to consumers eliminate intermediaries, granting DTC brands the authority to craft their reputation with precision, aligning every campaign and communication with the brand’s ethos and long-term strategic vision.

Customer Data Insights

The DTC approach facilitates direct communication, yielding rich customer data. This data is the lifeblood of targeted PR campaigns, offering insights into consumer behaviors. Leveraging this information means PR initiatives can be exceptionally tailored, ensuring that every message resonates deeply with the intended audience and increasing campaign efficacy and consumer engagement.

Agility and Flexibility

The agility afforded to DTC CPG companies is unparalleled. They can pivot with alacrity, adapting PR strategies in real time to address market fluctuations or consumer sentiment shifts. This responsiveness is invaluable in maintaining relevance and momentum in the fast-paced CPG landscape, ensuring that PR efforts remain aligned with current trends and customer expectations.

Authentic Customer Relationships

The cornerstone of DTC PR is forging genuine connections with customers. Engaging consumers directly not only personalizes their experience but also cements long-standing relationships for years to come. These authentic interactions are a fundamental component of successful PR, as they foster trust and loyalty, which are critical in converting one-time buyers into lifelong brand advocates.

The Role of Top Consumer PR Agencies

Top consumer PR agencies play a pivotal role in shaping the success of DTC CPG brands. These agencies specialize in understanding consumer behavior and crafting messages that connect with target audiences. They also have the expertise to navigate the digital landscape, where much of the DTC interaction takes place. Moreover, recognition through reputed platforms such as the Inc. Power Partners Awards (IPPA) can catapult a public relations agency to the forefront of the industry.

Consumer Marketing Trends and Influence on PR

As the DTC CPG sector evolves, so do the marketing trends that shape it. PR strategies must adapt to these CPG Marketing Trends to stay effective. Some current trends include the following:

Personalization

In the era of data-driven marketing, personalization has become the linchpin of customer engagement. Brands that harness consumer data to tailor communications see a substantial increase in connection and conversion. Personalized PR campaigns resonate more deeply, resulting in a more meaningful dialogue between brand and consumer and fostering a sense of individual attention.

Sustainability

Now more than ever, consumers demand transparency and responsibility from brands. A commitment to sustainability is not just ethical but also resonates with the values of a growing eco-conscious audience. Effective PR strategies communicate this commitment, demonstrating a brand’s dedication to sustainable practices and its role in driving positive environmental change.

Technology Utilization

Innovative technology such as Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) are transforming brand experiences. By integrating these technologies, PR campaigns offer immersive experiences. This showcases a brand’s innovation and modernity, creating memorable interactions that can elevate the consumer’s journey and deepen brand affinity.

Community Building

Building a community goes beyond transactional relationships; it cultivates a sense of belonging among consumers. When CPG brands focus on community building, they nurture brand advocates and create a loyal customer base. PR strategies that encourage community engagement contribute to a supportive ecosystem where loyalty is strengthened, and consumer insights are gleaned.

Steps to Build a Successful Consumer PR Strategy

In the fast-paced world of DTC CPG brands, an effective PR strategy is a crucial component for success. It requires careful planning and execution. Here, we outline the fundamental steps necessary to construct a PR strategy that resonates with your audience and amplifies your brand message.

Define Objectives

Setting clear objectives is the compass that guides your PR campaign. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). This provides direction for all PR activities, ensuring that every effort is aligned with what the brand actually aims to accomplish, whether it’s increasing brand awareness, launching new products, or entering new markets.

Understand the Audience

Grasping the nuances of your target audience is crucial. Believe it or not, this basic understanding goes beyond demographics to psychographics – the interests, behaviors, and preferences that define them. Knowing your audience informs the tone, content, and direction of your PR messaging, ensuring that it resonates on a deeper level and genuinely connects with those you aim to reach.

Craft the Message

A compelling message is the heartbeat of your PR strategy. It should encapsulate your brand values, emphasize your ethos, highlight your unique selling propositions, and speak directly to consumer interests. This message must be consistent across all platforms yet adaptable enough to remain relevant in various contexts and formats, ensuring it engages and inspires action and drives results.

Choose the Right Channels

Selecting appropriate channels is critical to ensuring your message reaches your intended audience. This decision should be informed by where your audience is most receptive to communication. Whether it’s engaging through social media, targeted email campaigns, influencer collaborations, or traditional media outlets, choosing the right channels maximizes the impact of your PR efforts.

Measure and Adapt

The only way to gauge the success of a PR campaign is through diligent measurement. First things first, utilize analytics to track reach, engagement, and conversion. This data provides insights into what’s working and what isn’t, allowing for real-time adjustments. Adapting your strategy based on these metrics ensures continuous improvement and a greater return on your PR investment.

Launching a CPG Startup with Effective PR

Launching a CPG startup in the DTC space requires a robust PR strategy. Therefore, startups must establish a strong brand identity, create buzz around their product launches, and maintain momentum through sustained PR efforts. Key considerations for a CPG startup include:

Budget Efficiency

For a CPG startup, it’s essential to craft a PR strategy that delivers maximum impact without overstretching financial resources. This means identifying cost-effective methods, such as leveraging organic social media reach or securing earned media coverage, to build brand awareness. Efficient budgeting can lead to significant returns on investment, driving growth even with limited funds.

Media Savviness

Gaining media attention is pivotal for a CPG startup. It’s about crafting stories that resonate with journalists and their audiences. With resources often limited, startups must be cunning, using newsworthy angles and timely pitches to break through the noise. Understanding the media landscape is critical to securing coverage that can catapult a brand from obscurity to recognition.

Digital Focus

A digital-first approach is indispensable for a CPG startup looking to make waves in the DTC sector. This involves a strategic presence on social media, content marketing, and influencer partnerships to amplify reach. Focusing on digital allows for detailed targeting and analytics, enabling startups to efficiently reach and engage with the desired audiences and track the success of their campaigns.

Challenges and Opportunities in DTC CPG Public Relations

While consumer PR presents many opportunities, it’s not without its challenges. Some include:

  • Necessity of holistic storytelling that resonates on multiple levels.
  • Imperative for unparalleled customer service that bolsters public perception.
  • Critical need for efficient logistics to fulfill customer expectations.
  • Essential management of customer data to tailor and refine PR efforts.
  • Immense growth opportunities for those who skillfully navigate the PR landscape.
  • Potential for deepened brand affinity through effective communication and engagement.

The Future of DTC CPG PR

The horizon of DTC CPG PR is expected to shimmer with innovation as brands leverage cutting-edge technologies to enhance consumer engagement. Virtual reality (VR) and augmented reality (AR) will transform brand storytelling, offering immersive experiences that could deepen emotional connections with consumers, turning casual browsers into loyal and vocal brand ambassadors.

On the other hand, as data analytics become increasingly sophisticated, DTC CPG PR strategies will likely become more personalized, predictive, and preemptive. PR campaigns will be crafted using insights gleaned from big data, enabling brands to anticipate consumer needs and trends, thereby delivering relevant content that resonates with the target audience at just the right moment.

Finally, sustainability and authenticity will become the cornerstones of future DTC CPG PR efforts. Consumers are gravitating towards brands that not only talk the talk but also walk the walk in terms of ecological and social responsibility. Transparent and genuine public relation narratives that align with a brand’s ethical actions will foster ultimate trust and loyalty in a competitive market.

To conclude, DTC CPG public relations represents a dynamic and integral facet of brand strategy in the modern marketplace. From the strategic insights provided by top consumer PR agencies to the innovations recognized by the Inc. Power Partners Awards, the field is both challenging and rich with opportunity. As CPG marketing trends continue to evolve, so too must the approaches to consumer product PR. At the end of the day, for any notable brand, particularly a CPG startup, navigating this space with a strong and adaptable PR strategy can make all the difference.

Elevate Your DTC CPG Brand with Avaans Media’s Expert PR Services

For emerging industries and hyper-growth companies looking to navigate the complexities of DTC CPG public relations, partnering with an experienced agency can be transformative. Avaans Media stands out as a top-rated, award-winning PR agency with an executive-level team of big thinkers whose eye for detail provides exceptional results. So, what’s stopping you? Contact us today.

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How PR Helps Secure Investors

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If you’re raising an investment round, you may have considered PR. Whether someone suggested it to you or you’re PR curious, you’ve probably wondered why PR comes up so often when you’re seeking investment. From your Series A and beyond, a good reputation helps you raise more money faster. PR helps you attract investors, provides ongoing confidence to investors, and helps the company’s valuation. These are the reasons investors like to see companies use some investment funds for marketing and PR. They know you can run a profitable business without PR, but you can’t be the market leader without PR. So, when should a startup hire a PR firm?  We work with a lot of companies either seeking acquisition or raising funds. Let’s dig deeper into how PR helps secure investors.

First Step: Segment Awareness

Many companies discount B2B or industry PR because industry publications don’t have the public cache of larger business publications like Bloomberg or the Wall Street Journal.

But that’s a mistake. Industry PR is one of the most underrated PR assets when looking for investors. Investors often circle an emerging industry sector, like healthtech or cleantech or cannabis,  to find opportunities, and vertical publications are a great resource. Let’s face it – your startup will not be a unicorn until you’re a segment leader. This type of PR might include thought leadership or owned content campaigns. If your company does not have many search results, industry PR is a natural first step.

There’s another reason to start there: it’s excellent practice. Having 10-15 interviews under your belt really makes a huge difference when you DO get an interview with a national publication. And these credible pieces show investors you’re ready for a capital raise.

Use Data and Insights for VC Funding

A key trend in securing media is providing data to journalists. Journalists are more constrained than ever before. Third-party, statistically relevant data is the crown jewel for consumer business publications like Fortune and Bloomberg. But if you don’t have that kind of research, especially if you’re a SaaS company use the data at your disposal. I don’t mean customer data, I mean information like trends that your product is seeing.

The media isn’t the only stakeholder group that loves data: VCs do, too. Having this data really gives you many ways to capture VC attention, drive and lead conversations, and earn trust from stakeholders. And the best part? You can keep some of this data private and in your pitch deck, which you can use in your funding pitches.

Build Today for Tomorrow’s Funding

Less than 1% of companies appear in the Wall Street Journal or Forbes. Earned media is valuable because it’s difficult to secure, and the credibility factor is greater than anything you can buy. But quality PR is a marathon, not a sprint, and the investment in PR becomes more valuable over time because the more press you secure, the more likely you are to be seen as credible.

Sometimes, companies who are raising funds come to us to help them close a deal. They say, “If I could get a few pieces of press next week, that would be great.” While we might assist you with some sponsored content or contributed content, that’s still an incredibly tight turnaround for us, in part because we don’t know your brand, your voice, and your leadership. And unless you’re already in the news cycle, it’s even less likely a company will secure earned media in that time frame.

PR for investors takes time. PR is branding to journalists. Here’s a typical situation: our groundwork pays off when a newsjacking opportunity presents itself, and journalists trust our client because we had been building that trust for three months already. After that, the company became a credible source for relevant topics for some of the world’s biggest media outlets.

Remember, credibility is not something you turn on and off; it’s something you nurture and guide. That’s PR, and that’s why it’s so valuable when you’re raising capital.

Added Bonus: Crisis PR Preparation

When you’re in the middle of a raise, that’s the last time to scramble for crisis PR. Should you have a crisis, whether that’s a product recall or something more complicated, when you’re raising money or pre-IPO, PR can be the difference between simply surviving and thriving after a crisis.

Crisis campaigns start at $20,000, and that’s after you find a PR firm while your crisis is spinning out of control. When you have a PR firm on retainer, the crisis will still be expensive, but your management of it will be swifter, more strategic, and more effective. With the help of a good PR firm, you can steer your way through the crisis and out the other side with confidence and your brand intact. You might even get bonus points from investors for handling the crisis well.

Taking care of your reputation always pays dividends. When the timing is right to raise capital, that’s a great time to hire a PR agency. A good reputation will help you raise more money, faster.

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Should You Buy Guaranteed Media Coverage?

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Do you find yourself asking “What will I get for my money if I hire a PR agency?” You might even see offers for guaranteed media coverage. But should PR agencies guarantee media coverage? The reasons the answer is “no” might surprise you. Any PR agency that promises earned media coverage is putting their journalist contacts at risk for journalistic ethics violations. Guaranteed PR coverage is not only unethical, it can even be illegal. “Guaranteed” PR coverage rarely lives as long as earned media coverage. Finally, it doesn’t have the authority and trust that comes with credible earned media.

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Pay-to-Play Earned Media is Unethical

Sadly, we’ve seen it all, including journalists fired for violating professional journalist ethics. Violations might include not disclosing a monetary relationship or other conflict or interest. Paying a journalist under the table to write about a company or a product is the signal of an inexperienced, desperate, or unethical PR agency. These agencies don’t garner favor by journalists who value their jobs, and getting a journalist fired isn’t the way to reinforce media relationships. And when you hire a PR agency that does this, you’re attaching your brand’s reputation to unethical and even illegal behavior. No matter how cheap guaranteed PR coverage is, the cost to your reputation will far outweigh any benefits.

There is such a thing as legitimate sponsored coverage. And while sponsored coverage LOOKS like an article, it’s actually an advertisement. Secured through a media outlet’s advertising team, never directly with a journalist, sponsored coverage is a legitimate form of advertising. The FCC always requires sponsored coverage to identify itself as paid. Even Google wants to know what links are sponsored, and not tagging them correctly is an SEO risk authoritative and important media outlets won’t risk. Press releases are a great example of paid or sponsored coverage. Paid placements have a role in a campaign, and any good PR agency can make recommendations about how to use these tools in your campaign.

Guaranteed Coverage Isn’t Usually Authoritative

Fast-growing brands and hyper-growth companies need PR primarily for exposure and trust that typically comes from earned media.

Today’s readers and content consumers are incredibly savvy. After thousands of hours of advertising exposure, most consumers can sniff out the difference between advertising articles and journalistic pieces. Like all advertisements, ethically secured readers’ and viewers’ trust earned coverage because journalists maintain independence.

We’ve seen self-proclaimed PR experts use their positions as media contributors to promote their clients; these same people are banned from esteemed outlets like Entrepreneur and Forbes.  Most times, the brands paying for this coverage did not know that what the “PR expert” was doing was unethical or illegal. No one wins in this situation, certainly not the brand that thought they paid a PR firm to secure high-value coverage. This is especially painful because once discovered by the media outlet, that content is often removed from their website and, therefore the internet; this rarely happens with earned media coverage which lasts as long as the website is up.

Sponsored or Paid Coverage Doesn’t Last as Long

While earned media takes strategy, expertise, and, yes, time, ethical sponsored or paid coverage doesn’t last as long as earned coverage. Sponsored and paid coverage, while it has its place, is like any other advertisement: it typically runs for a limited amount of time, and then it disappears. One of the underappreciated perks of earned media is its longevity.

There’s nothing wrong with sponsored or paid coverage. We’ve seen some really remarkable pieces of sponsored coverage that went beyond the advertisement and well into providing true value for readers. The Washington Post, the New York Times, all do spectacular special projects like this. The starting cost is usually in the $50,000+ range. Regular ad rates for a premium location like the (printed) back page hover around $30,000 per ad, volume discounts usually apply to annual contracts. But hey, you’re getting ad placement in one of the world’s most credible news outlets at least once for that price.

 

The Case for Sponsored or Paid Coverage

Many emerging industries or pre-IPO companies want exposure and they want social proof. The weird thing about exposure is the more you get, the more exposure you’ll get. This is where sponsored coverage comes into play – and it’s essential to understand its role. What you DO with sponsored coverage and how you create the content for sponsored coverage makes all the difference. Working with a modern PR agency can help you distinguish yourself in sponsored or branded coverage and also help you make the most of it. There’s a place for this kind of media in the ecosystem today; it’s important to use it wisely.

 

Today’s modern PR firms are savvy in today’s media landscape, including traditional, paid, and digital mediums. We take our professional PR ethics very seriously, including guaranteed media coverage. Hire a PR firm you can trust and trust your PR firm.

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3 Media Trends Emerging and Ambitious Brands Need to Know

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When it comes to media trends emerging and ambitious brands need to know, no one knows that better than top PR agencies. Many things are driving media changes; social media is one. But so is the decrease in advertising revenue for publications, which drives a need for publications to get creative. You’ve probably seen an uptick in publications behind paywalls; that’s but one-way media outlets are changing revenue streams. PR firms need to be aware of the entire media landscape and provide their clients with the latest best practices; after all, expertise at the heart of what a leading PR agency does. These are the top 3 media trends emerging and ambitious brands need to know.

 

2024 Media Trend #1: Lead with Top Quality Content Creation

Be prepared to contribute content. This is an especially critical need for emerging industries and ambitious brands. Since the dawn of the internet, creating content has been a critical tent pole to any strategic PR or marketing plan. The difference today is that there is more opportunity to contribute content to premium outlets, from Entrepreneur Magazine to Forbes. Not only will this contributed content provide you with a premium platform, but your brand and voice will benefit from the media cache for social proof and SEO. It’s a win-win.

To be clear, this isn’t like writing a blog post; this content is a hybrid between earned content and owned content because it still goes through a stringent editorial process. This process can be very frustrating to time-crunched CEOs or marketing pros used to writing in a promotional rather than editorial style. Lean on your PR experts for this type of content; our team ghostwrites regularly and knows how to work with editors to reduce editorial friction and increase publishing speed.

Your owned content is perhaps your most valuable asset; besides controlling the message, it’s the most prominent voice of your brand. Some of this content should include very high-quality content targeted toward stakeholders and decision-makers, while other content should be for your consumers, and yet still other content can be for your SEO. There are many ways to maximize your content output and drive it to the right people. Many brands are loath to add their blog to the home page of their site as they don’t want too many distractions on their home page. As a digitally savvy PR firm, we can appreciate that concern. We employ several strategies to overcome this concern, but one is categorizing your content to appear in the right places. Your owned content is valuable. Ensure you’re using the right content for the right audiences in the right place.

Perhaps the most important media trend media trend emerging and ambitious brands need to know: premium content is premium because it’s thoughtful and useful to the reader. One rarely gets this kind of content straight out of ChatGPT or other AI-generated content programs. That’s not to say that these platforms aren’t helpful, but it is to say it should be used strategically. Make your content stand out by creating truly elevated content. The internet will appreciate it, and so will your brand.

2024 Media Trend #2:Today’s Sponsored Content

Open your mind to the world of sponsored content. Sponsored content has been around for a very long time, too, but today, it’s a broad term that covers everything from influencer content to a single piece of content and even a multitude of storyline features in a publication. For emerging industries and ambitious brands today’s sponsored content should absolutely be in the mix.

Some outlets have expansive brand partnerships where brands sponsor a section of coverage but leave editorial oversight to the publication. In these cases, brands sponsor content that their target audience would read rather than require articles about the brand. This premium tactic elevates the brand in the eyes of editors and customers. While this is a paid opportunity, and top publications offer no quid pro quo on these arrangements, editors are aware of who their top advertisers are, and exposure to the editorial team will always help your case when you have news, as you will already have some level of social proof. Again, it’s important to understand the nuances of an arrangement like this, and your digitally savvy PR agency can help you navigate those waters.

Another sponsored content option can include a “sponsored” article about your company or your CEO. Sponsored content is everywhere. Some sponsored content is limited to a single outlet, and some sponsored content may be produced and distributed to a multitude of outlets.

For example, many outlets, including tier 1 outlets, offer brands the opportunity to control a specific amount of space completely; the brand writes this content, and the best practice is to disclose this content as an ad or sponsored. When I owned a magazine, we called this content “advertorial” because the space was purchased, but it integrated with the style of the magazine. Again, here, your PR agency can create compelling editorial-style content that will drive eyeballs and allow emerging and ambitious brands to maximize social proof.

Another form of sponsored content that’s growing in popularity is content created with an editorial style and provided to many outlets. You often see this style of content in daily news shows that always need content and are under reduced staffing budgets. An example of this is gadget reviews on TV morning shows. Some (not all) of that is sponsored. A producer will create a segment and numerous TV shows will pick it up.

Press releases can be considered sponsored content. When you send a press release and it is distributed across the web, those are essentially paid placements.

 

2024 Media Trend #3: Affiliate Content is Changing

Affiliate marketing used to be a very low-brow way of marketing a product. It was very common for affiliate marketers to create incredibly spammy content and be aggressively sell products in their content. But today, affiliate marketing has changed. Premium tier-one outlets have improved this system and upgraded it with editorial-style content that also includes affiliate links. Google punishes websites that don’t disclose affiliate links, but many media outlets find readers don’t seem more bothered about affiliate links than they are about advertising in print magazines – so long as the content is good.

Affiliate content and PR are working hand in hand these days as publications turn to new ways to drive revenue. For CPG or consumer brands, having an affiliate program is essential to productive PR coverage today.

It’s also important to understand that product PR is very cyclical. So as you consider the timing on your product PR, be sure to understand media trends and how your product fits into the media cycle. The media cycle doesn’t bend to your needs, you fit into theirs – important to keep in mind during product launch planning and other marketing programs like influencer campaigns.

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