CSOM – As We Look Ahead to the New Year, Relationships Will Matter More

We have always said that relationships are the guiding force in all we do in public relations. And I don’t expect that to change. In fact, I expect in the coming year, relationships are going to matter even more.

We know that newsrooms are shrinking and with media outlets consolidating, there are fewer reporters and increasingly less options for story placement. The legacy media will remain important, but community newspapers and magazines, niche and specialty publications, as well as trade journals are going be at the forefront of earned media efforts. Developing deeper, smarter and more strategic media relationships with these outlets and capitalizing on the diverse channels (micro-influencers, newsletters, subject-matter communities) available are going to drive our PR efforts.

What does that mean for PR practitioners? We need to be thinking about the top five most influential voices in our clients’ industries and develop an engagement plan that proactively and consistently provides value. And not forget about an amplification strategy that extends the news value of these opportunities in your owned and shared platforms.

What does this mean for our clients? Your brand story is no longer something that will be only be shared by big media, but by niche media outlets, community papers, highly targeted industry trades and non-traditional channels such as podcasts and newsletters.

Adrian and I talk about the media landscape and what’s ahead in the New Year. Give it a listen.

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