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With the new year quickly approaching, we’re sure it has you wondering what lies ahead in the world of public relations. In the fast-paced environment of PR, there are always new trends being thrown your way, and right now is the perfect time to start preparing to ensure you’re ahead of the game. I live and breathe PR, and with that, I’ve rounded up four trends I foresee making an impact on PR strategies this coming year:
1. Advertorial Buys Will Take A Bigger Piece Of Marketing Budgets
The PR world is often referred to as “life in the fast lane,” so to ensure that you’re ahead of the game, you have to make sure that you’re not just the pitcher — you’re a money manager, too. So bring on the numbers and negotiating!
I have taken notice of the fact that not only do our clients tend to devote more of their budget to advertorials, but there is growth within the industry as a whole. Sure, editorials are always an easy pick; however, investing the time and money into a good advertorial can help you achieve your goals and get you where you want to be.
So, what makes a good advertorial? An advertorial is a perfect opportunity to attract attention while providing trusted knowledge to readers. Study your audience. Who are they, and what do they want? When writing an advertorial, throw in details to really help consumers understand more about your product. You need to ensure you make it about the reader to help them feel a connection with your brand. With an advertorial, you have the chance to change the mind of your readers, so take advantage of this. Be persuasive and knowledgeable, and let them know you are a trusted source.
2. This Will Be The Year Of The Micro-Influencer
You see influencers with large followings all the time, but do they really have an impact on their followers? Micro-influencers have been a focus for some time now because they are more within reach. As per my prediction, this is a trend more and more brands will be getting on board with.
Generally speaking, these types of influencers are more manageable and easier to narrow down, and they are willing to work alongside you, not for you. Micro-influencers, in my opinion, make it feel like a true partnership, which tends to help form long-term connections.
These influencers are important for brands because they have built trust with niche audiences and can connect your brand to that audience. This makes it easier to narrow down the right influencer for the right task. As Instagram has become more and more diligent with paid followers, we will continue to see who has real influence over mass followings. I expect 2020 to be the year of the micro-influencer, even more than ever before.
3. More Op-Eds Will Be Published
In 2020, I believe more op-eds will be written and submitted than ever before. With the number of reporters and newsrooms shrinking, this leaves room for other writers to jump in and seize the day.
A good op-ed is a structured piece of writing backed up by accurate research. An op-ed makes an evidence-based argument, but it can also help to connect a business leader with their readers on a personal level. These are one of the finest tools at our fingertips and can be great for helping articulate your message.
With readers wanting more of an authentic and personal connection, op-eds can be a good way to reach your audience and pull them in, while educating them on a specific topic.
4. Listicles Will Garner Consumers’ Attention
If there’s one thing you do in 2020, make sure you incorporate listicles into your marketing strategy. A listicle is a piece of writing presented in the form of a list. Listicles had fizzled out in the past, but it’s no surprise that our society has become lazier over time. It seems the effort is no longer there when it comes to reading a long article.
According to Josh Schwartz, a data scientist who analyzed how people engage with Slate articles, “readers can’t stay focused.” People who land on a story rarely make it to the bottom of the article. This makes it difficult to write articles for clients unless you’re an absolute expert at drawing in the attention of the readers within the first three seconds.
Consumers tend to scan for main points and get bored if the correct information is not right at their fingertips. I predict listicles will be coming back in full force within this next year, as they are the perfect opportunity to pull in readers just long enough to give them the information they’re searching for.
I recommend working on pitching more listicles for clients throughout 2020 because they are free and effective if written in the correct manner. Grabbing the attention of your readers with something short and sweet is a strong tactic going into 2020. Listicles are efficient, easy and informative. What else do you really need?
In 2020, we are anticipating a lot of changes in the fast-paced world of PR. To prepare yourself for all the changing trends, try throwing a couple of my suggestions into your strategy to help your new year be a breeze.
