Written by: Katy Lithgow
Disruption has surely established itself as the buzzword of 2016, and the publishing sector has not been untouched by the so-called digital revolution.
Last week we looked at how newsroom cuts, robo-journalism, new broadcasting models and changes to organisational structures could uproot your best-laid PR plan.
So is it time to throw in the proverbial PR towel and start learning how to code a WordPress blog? Before you do, you should consider innovating your communications plan:
1) Do your research
Give journalists all the necessary evidence to help them manage their increasingly stretched resources. This means a good pitch with clear, factual evidence. More than ever, journalists don’t have the time to research or clarify so a well-presented media release or pitch will save them the hassle and help you to position yourself as a trusted source. Don’t forget the importance of making sure that all material you send to journalists is digital first (you surely have been doing this for years, right?). Embed URLs, images and other multimedia into your financial PR piece to get the attention of journalists.
2) The importance of the trades
The financial services trade media is going strong. While many outlets have switched to digital-first or digital-only, trade publications remain a trusted source for financial services content. Don’t underestimate them when preparing your pitch, and be sure to build these relationships by always providing quality content. This should include exclusive insights that matter to the trade’s specific area.
3) New platforms; new influencers
So where are those journalists that lost their jobs due to publishing cut backs? Some of them have created new digital publishing ventures outside the realm of traditional media companies. While these journalists are likely to experience the same challenges as their former employers – largely how to monetize their content – there will undoubtedly be new opportunities to form relationships with these experienced players and contribute valued thought-leadership content.
Get to know the interests of these players: their new found independence will mean understanding what makes them tick should be fundamental to your pitch. (Tip: Watch their social activity and stay across their publications before reaching out.)
4) Get on the wires
Other journalists are moving to the news wires and these relationships are important for your communications planning. As we noted last week, the major metros will be drawing more content from the wires, so your relationships with journalists at Bloomberg, AAP and the like should continue to be a part of your media relations strategy.
5) Turbocharge your PR
Job done now you’ve secured your coverage or created your own thought leadership? Nope, time to amplify it.In next week’s blog we’ll provide tips on how you can achieve even greater results (and eyeballs) for your PR by leveraging influencers, content marketing and digital innovations in your plan.
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