TheDailyGuideSS23 - 15

* Media news cycles will get
faster and more cluttered,
especially as the presidential primaries
heat up, sucking up more
space from lifestyle content.
* Paid media (sponsored content)
will continue to have its
day in the sun and expand.
* PR planning absolutely must
be diversified and include way
more than earned media (consider
podcasts, thought leadership,
or influencers, LinkedIn,
etc.). Relying only on earned
media will not cut it anymore.
* Social media continues to be a
critical megaphone.
* Affiliate marketing is not going
away anytime soon.
* On a lighter note, in-person
events and experiences are
coming back with a vengeance,
especially for media who are
now interested in traveling and
participating in experiential
events. Do them.
* Press releases are still relevant,
especially for iconic major news,
but the media have far less patience
for marketing BS or banal
quotes from executives that
start with " I am thrilled " or " I am
excited. " Lose the puffery.
* Clean, clear, crisp, straightforward
writing is a requirement-cut
to the chase, get to
the news.
* It's about the metrics. Always.
KEY PR CHALLENGES
* People have forgotten how
to interact, having been tucked
away on Zoom for three years.
* Educating clients that have relied
only on media relations that
the world has changed and they
must mix up their PR strategies
could be tricky, but it's absolutely
necessary.
* In light of the smaller news
landscape and pressure on
journalists to do more with less,
securing media coverage takes
much, much longer.
* Managing expectations about
the time it takes to curate coverage
is a must.
TIPS
* Remember to have a plan B.
You will need it.
* If you have real news, a major
announcement, a press release is
an excellent tool-but it must be
amplified by other initiatives.
* Plan ahead.
* Make media moments that can
amplify your news.
* Reach out to journalists before
you need them-just to say,
" Great story today. " (Anecdote:
When CNN announced its new
morning lineup, CNN This Morning
with Don Lemon, Poppy Harlow,
and Kaitlan Collins, I wrote
an email to each wishing them
the best in their new adventure
and received emails back from all
three within 15 minutes thanking
me for taking the time to write.)
* Have patience-a lot.
* If you are not 150% in love with
PR, think about another career.
PR is not for the faint of heart
right now.
" PR is not for the faint of
heart right now. "
OUTDOOR RETAILER SNOW SHOW 2023 /
GUIDE 15
UNSPLASH/ ANTENNA CHILE

TheDailyGuideSS23

Table of Contents for the Digital Edition of TheDailyGuideSS23

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