3 Media Trends That Will Improve Your PR Campaigns

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As journalism trends continue to evolve, communication professionals do not remain unaffected. But with so much constant change, how can your brand keep up?

By understanding and staying up to date on the state of the media, communication professionals will improve not only their relationships with journalists and media professionals, but also their relationships with their audience.

Here are three trends you need to follow and why doing so will help you better reach your audience:

Want more insights on the latest media trends? Get Cision’s free State of the Media 2016 Report!

1. Ensure a Mobile-Friendly Experience


Ninety-two percent of media professionals say their organization already has a mobile-compatible website or is working on one. However, there is still room for improvement.

Your audience is increasingly using mobile devices to connect to the Internet. With so many people logging on to your website through a mobile device, you need to make sure their experience is a positive one.

Besides your own website, you should also ensure the content you create, whether it’s white papers, blog posts or reports, is mobile-friendly and visually appealing, especially if you plan on sending it to a journalist.

Media professionals are clearly placing an emphasis on reaching mobile audiences, so if your brand can assist by providing the right type of content, you may be more likely to achieve coverage.

2. Use Multimedia Content

It’s no secret that multimedia content attracts audiences’ attention. Journalists have taken note and now almost half of them use video- and image-based content in their work regularly.

Brands should follow suit and start incorporating more multimedia content in their campaigns. This could mean sharing news via a YouTube video or creating an infographic on a recent industry trend.

When pitching journalists, consider including photos or other multimedia to go along with your story. You’ll make the journalist’s life easier and provide multiple options for audiences to access your story.

3. Build Relationships on Social Media


Journalists use social media for a multitude of reasons, but the top use is for building relationships. Other reasons include marketing and promotion and monitoring public opinion.

Sarah Arney of the Stanwood Comano News says, “You can’t deny social media as a way to find out what people are thinking.”

Stay up to date on what your audience is interested in using social listening tools. Find out what they’re talking about and get in on the conversation. Gauge perception of your brand, gain insight on trending topics and identify potential brand allies. Use the intel to inform your engagement strategy and build relationships with your audience.


Images via Pixabay: 1, 2, 3

About Maria Materise

Maria Materise is a content marketing specialist for Cision. Formerly a copywriter, she enjoys creating content that excites and inspires audiences. She is an avid reader, movie trivia geek, Harry Potter fanatic and makeup junkie..

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