NEW YORK--(BUSINESS WIRE)--As the PR and marketing landscape continues to transform, most professionals in the industry are expanding their service offerings and adapting their communications strategies to remain innovative and results-focused. With branded content on the rise and shrinking editorial staff at media outlets, communications professionals have to get more creative as they plan campaigns for 2019 and beyond.
To help companies successfully implement their PR and marketing strategies in the new year, Affect, a public relations agency specializing in technology, healthcare and professional services, has gathered insight from its executive team to forecast coming trends.
1. The Decline of User-Generated Content, Journalism Makes a Comeback!
As
editorial teams shrink, earned media is becoming more difficult to
secure, so PR professionals have become creative with thought leadership
content (e.g. bylines and op-eds) to drive coverage. An unfortunate side
effect of this tactic is that editors have become inundated with
unvetted, unchallenged and self-serving contributed content that has
turned many publications into full advertisements for products and
services. Readers have become much more cynical of contributed content
and are turning back to journalists, revered editors and trusted sources
for news, recommendations and general insight.
2. The Rise of Micro-influencers
Today, social influencers
have the same - or more - clout as traditional media in increasing
awareness, driving sales and altering perception. Tapping into their
audiences can be pricey, especially for those with more than 100,000
followers, but with social channels becoming an increasingly important
way to reach the right audience, marketers are turning to them for
campaign support. Many of these 'Insta-lebrities' just aren't delivering
tangible ROI for campaigns in the way they did in the past and companies
don't want to pay exorbitant prices without clear ROI. We are seeing
brands look to micro-influencers, authentic people with niche,
hyper-targeted audiences (and lower fees), to positively sway impact on
purchasing decisions.
3. Owned Channels Support Earned Media Strategy
For
'challenger' brands - the earned media landscape is increasingly
difficult to navigate. Reporters are working on tighter deadlines in a
24/7, always-on news cycle and are overwhelmed with sources. Smart
brands are taking matters into their own hands and using journalism in
the form of innovative owned channels and corporate newsrooms - with
some launching their own publications and newsletters for customers and
prospects. Brands with bigger budgets are even hiring journalists to
produce this content for their corporate blog. Earned media will always
have a critical place in PR programs, but high-impact, brand-owned
channels can support traditional efforts and drive real ROI.
4. Live Video Increases in Importance
Reports have shown
that video accounts
for 69% of all consumer web traffic. Facebook, LinkedIn and YouTube
are all effective platforms for video marketing, particularly for the
healthcare industry due to their built-in audiences and searchability.
Additionally, Instagram has quickly become successful with video formats
including ‘Live’ and ‘Story’ functions. Brands that are not creating
video content in 2019 are missing an opportunity to engage with their
audience. If you're new to creating video, remember to be authentic,
always develop for mobile, keep the pace quick and the messages short,
and grab your audience's attention in the first five seconds.
5. Non-traditional Media Outlets Gain Traction
There's a
reason why media outlets like theSkimm
and The
Hustle have become insanely popular. Not only do they break down the
news of the day in easy-to-understand terms, but the content delivery
couldn't be simpler: short, scrollable stories and a no-nonsense tone,
mirroring what readers are used to seeing on social platforms. In 2019,
we'll see alternative media outlets like these continue to gain traction
and prominence as top news sources. These will serve as a stark contrast
to mainstream media publications that are challenged to find unbiased
sources to add details and context to breaking news.
To learn how Affect can support your PR and marketing efforts in 2019, please contact us: http://www.affect.com/contact/ or follow up us on Twitter @TeamAffect.
About Affect
Affect is a public relations firm based in New York. Established in 2002, the company specializes in technology, healthcare, and professional services – with a dedicated Blockchain and Cryptocurrency Practice that provides customized PR and marketing services to the unique communications needs of this new, innovative industry. Affect employs a results-driven approach to communications, crafting one-of-a-kind programs to help clients achieve their business goals. As year-round strategic counsel, or a single project resource, Affect leverages its creative talent, unique experience and forward-thinking insights to achieve the precise results that clients seek. For more information, please visit affect.com; blog: techaffect.com; Twitter: @teamaffect.