5 Top Tips To Running Social Media PR Campaigns
72Point has strengthened its social presence significantly over the past year, now commanding 385,000 likes across a variety of pages, achieving 15.7m reach and 3.45m engagement in the last month alone.
Read more about how our social media PR services can help you to develop a winning social media campaign.
Check out this video that went viral on one of our affiliate pages The London Economic's Facebook, with over 3.3m views:
Social media PR is an integral part of any brand’s marketing mix, providing the nuts and bolts of strategies geared towards engaging consumers.To fully maximise their impact, you must meet users with content that is geared towards social, with factors such as virality, engagement, shareability and visual pull all playing an integral part in running a winning social media campaign.
Here’s our 5 top tips:
1) Think Social First
For any campaign to truly leave its mark on the social media landscape, the creative idea must be thought out with social in mind first. In this day-and-age of multi-platform campaigns and content that can thrive across various outlets, it can be easy to allow social to fall by the wayside when thinking of what channels to target. It shouldn’t be an afterthought or bolt-on to an existing campaign, social should be where you start and the content created should be powerful enough to dovetail with all other channels including digital and print media.
2) Visual Works
Social media platforms such as Instagram and Twitter are ruthless battlegrounds for content where the contest is won and lost with the swipe of a thumb. Your content must be battle-ready. How can you ensure this? Think visual, think striking, think attention-grabbing. Visual concepts can portray information and retain attention in equal measure.
3) Know Your Enemy
Each social media platform has a different audience, different interfaces and different purposes. You’ve got to know what platform you’re targeting and tailor your content accordingly. For example, blogs work well on LinkedIn, images and videos perform well on Instagram and quick updates/nuggets of information work well on Twitter. Make sure you carefully consider which platform your content is looking to target and the audience you’re looking to reach.
4) Be Fireproof and Flexible
Sometimes campaigns don’t perform as well as intended. But here’s the good news: that’s OK. Fear not and don’t be deterred. Social media gives everyone, anywhere the power to publish content which means your campaign can get lost in the sea. Be prepared for things not to go to plan and be ready to make subtle tweaks to campaigns during the process. If a certain piece of content isn’t being engaged with, use or make another one. If posting at a certain time of day isn’t getting sufficient eyeballs, try another. You’ve got to be flexible to reap the rewards of an ever-changing hub.
5) Be Bold
Social media honors the brave. Stories and posts that are slightly controversial encourage talkability, get discussed more and therefore are shared more within social circles. Who knows, if your campaign is effective enough, it may even benefit from the Morgan Multiplier, or be talked about by another influencer. If you can create something that gets mentioned by a celebrity, then not only have you unlocked the reach of their following, you’ve also most probably got an easy route to other forms of media. Fortune favours the brave.
2022: Year In Review
What a year.
It is always difficult to put into words how proud we are of the effort put in by our team throughout the year, and how happy we are to work with some of the nation’s leading brands.
As we wrap up for Christmas, we’ve been looking back on a year which has been spent delivering remarkable content-led campaigns, securing vast amounts of coverage for our clients, helping them to reach their objectives, whilst delivering memorable campaigns to the media. Buckle up and enjoy the ride as we cover our highlights of the year.
Highlights
In total, we managed 882 stories ranging from product launches and anniversary announcements to in-depth diversity studies, resulting in a new yearly record of 60,085 total pieces of coverage, that’s a whopping average of 68 pieces of coverage per campaign. We saw a huge increase of digital coverage specifically, as we continued to match the rising demand we are seeing from our clients for content including links, videos, quizzes and other visual assets,
Speaking of videos..... we’d like to take the opportunity to give a big shout out to that department, who have handled over 200 videos for our clients. We all know how tricky these briefs can be, so that’s quite an achievement.
Our in-house design team Oath Studio showcased their aptitude for quality digital assets that speak to the media, by delivering over 230 design-led projects.
The market research arm of the business, OnePoll, oversaw 1.5 million completed surveys for our clients, asking over 15,000 questions.
And to top it all off, we expanded into new territory, building out an in-house SEO team to continue to define how our content packages impact search metrics. We landed 23,853 all-important links for our clients, a high number of which were in top-tier media outlets.
We also launched a dedicated brand-direct Creative operation, designed to provide consultation and campaign strategy, creative, activation and then post-campaign analysis. They delivered some truly stellar work, so let’s take a look at some of our most noteworthy campaigns...
Our Work
For Essity, we conducted the UK’s largest ever menopause study, surveying 5000 women to reveal the little-known symptoms of the menopause and help launch their online knowledge-sharing platform, ‘Issviva’..
We carried out the Bristol Love Report for eharmony, helping them boost sign-ups in the region by 50%.
Our miniature bake sale with Guide dogs enlisted the 2019 Great British Bake-Off winner to create a teeny-weeny Victoria sponge to drive awareness of their initiative.
They were delighted with the results of our video-led activation and had this to say:
“We have worked with 72Point on a few projects now and they have a good understanding of our charity and the content we are looking to land. For our 2022 Guide Dog appeal they picked up our brief and cleverly brought together some difficult threads into a fun and engaging idea expertly taking the traditional bake sale to a younger audience. The combination of content (spanning video, social and news) worked perfectly together and drove lots of traffic to our all-important appeal page, smashing the target and surpassing all expectations"
For Resuscitation Council UK, we created the #ResusChallenge Tik Tok dance, featuring Oti Mabuse, to help spread the word about cardiac arrest and the fact that three quarters of British adults know CPR, but less than half feel comfortable performing it.
@otimabuse I've done the #ResusCPRChallenge to raise awareness about cardiac arrest. Did you know three-quarters of British adults know CPR - but less than half feel confident performing it? In five simple steps, you can learn how to save a life. I challenge my sister @motsimabusetanzschule and the beautiful @thisisdavinamccall ♬ original sound - Oti mabuse
And for Nioxin, our design studio created a quiz titled ‘How much do you know about the hair on your head?’, featuring a collection of multiple-choice questions on hair thinning, follicles and more. The result was 10,000 click throughs to the quiz and great engagement with the brand.
Thank You
As always, massive thanks to our clients who have trusted us to deliver this year. We’re all looking forward to what 2023 has in store!
2021 Year In Review
Words from Chris Pharo, MD of 72Point.
I'll look back on 2021 with many mixed emotions. Like many others across the world, dealing with the Covid pandemic and everything that has come about because of it has been hugely challenging on a personal level.
From a professional perspective I'll look back on it as the year 72Point came of age, with an immense amount of pride in our team and a deep sense of gratitude to the many, many clients who trusted us to deliver on their behalf.
By blending our innate knowledge of what publishers want with the ever more demanding need to make headlines for our clients, I think we've kept our side of the bargain this year.
We've achieved record levels of coverage from a record number of campaigns - achieving more than 50,000 published pieces for the first time in our history.
We've landed more coverage in print than ever before and have seen a huge increase in digital coverage as we expand our capabilities in video, pictures and digital design, all of which are vital in achieving digital cut through.
The OnePoll team have handled more than 4.7 million surveys during the year and have asked an extraordinary 52,000 questions of our panel over the past twelve months, receiving an impressive 80 million answers.
And for those clients for whom news generation is not enough, we have PLAY. Launching a comms shop in a pandemic was not without its risks and I'm incredibly proud of our sister agency, which landed New Consultancy of the Year at the PRWeek awards.
Crunching Numbers
Over the course of 2021, we landed 765 stories for our clients, which generated 50,387 pieces of coverage. With a 34% increase in stories landed from the previous year, we landed 2403 print and 47,984 digital pieces. We all know quality and quantity are both significantly important in our industry, so we were proud to have achieved 18,628 top tier pieces with a domain authority exceeding 70.
We carried out some stellar work for our clients throughout the year!
We gave passengers of the ‘Tranquil Train’ a 15-minute moment of calm for Heathrow Express.
The concept of the ‘Tranquil Train’ was created in order to give passengers a 15 minute moment of calm when travelling on Heathrow Express whereby they could be taken through a guided yoga session by a top instructor and influencer, Celest Pereira. The carriage was decorated with a floral display of lavender and eucalyptus, known for their calming aromas. Passengers were also treated to goody bags featuring a face mask, hand sanitizer and a sleep balm as well as a booklet containing the seated yoga sequence to continue on their onward journey. Coverage highlights included a piece in the Times, MailOnline, New York Post and regional broadcast titles.
We worked with Premier Inn to solve the dilemma of meeting friends and family from far away. Meet Inn the Middle landed 141 pieces of coverage.
It all started with a relatable creative idea about the dilemma of meeting friends and family from far away, deploying research to underpin the concept and boost appeal top publishers. Oath then created a striking digital asset that is central to the story. The result was top coverage in Sun, Express, Mirror, MSN and more, an asset that serves both our client and publishers, and a highly relevant story that will live on.
Our poll for TPF and BLAZE went international, with 148 pieces of coverage across UNILAD, Deadline, TMZ, The Daily Express, and Independent, leading to mentions of US and UK broadcast channels.
A campaign for TV channel BLAZE polled Brits to find the top 20 celebrities or public figures they believe would be best suited to deal with an extra-terrestrial threat. Arnold Schwarzenegger topped the list, and even tweeted about the campaign to his 4.9M followers, thanks Arnie!
Supporting Guide Dogs on the launch of their 90th anniversary appeal resulted in 200+ pieces across the press and 10.6k click throughs on social!
72Point supported Guide Dogs on the launch of their 90th anniversary appeal where the globally renowned portrait photographer Andy Gotts pictured some of the UK’s most -loved celebrities and their four-legged friends. The team secured widespread coverage of the anniversary celebration with a bespoke media sell-in strategy that landed coverage in Express, Mail, MailOnline, Mirror, Telegraph, Times, Metro, Sun, Star, Independent and Scotsman.
I’d like to also give recognition to all the brilliant campaigns we’ve seen from across the world of PR. The Kiyan Prince FIFA 21 campaign by the Engine team was a particularly poignant piece of work that has stuck with me. The creativity applied by Cow, who created a new shade of Pantone to raise awareness of menstruation, was also particularly brilliant.
Wrapping up for Christmas
I'm sure I'm not the only person to have seen their team struggle through the past two years, only to watch as they showed extraordinary resilience, talent and commitment to overcome some challenging odds.
Our team has moved mountains throughout the year and I'm deeply grateful for their efforts. It's an honour to lead them.
I'd also like to say a huge thank you to all our clients for trusting us to carry out work on their behalf during these troubled times. I hope we've repaid it and look forward to continuing the journey in 2022, when hopefully life returns to some semblance of normality.
2019: What a Year
Managing Director Chris Pharo
We entered the PRWeek top 50.
Our digital team landed our first major award - winning in-house team of the year at the PRCA digital awards and received a string of other nominations - as well as being finalists at the Creative Shootout.
We were finalists of Creative Moment Awards 2019, with our FlowerExpress campaign for Heathrow Express shortlisted for Experiential Marketing Campaign of the Year.
Our PR support for Channel Mum's Mental Health campaign resulted in the campaign winning the Best Use of Influencers in PRWeek's Campaigns For Good Awards.
We were shortlisted at PRMoment Awards 2019 (ChannelMum Mental Health campaign) and at the Drum Marketing Awards 2019 (PR category: ChannelMum Mental Health campaign and Travel and Tourism category: Accor Hotels, From the Heart campaign).
And our Denim Report for Lyst was awarded with the Awwwards Site of the Day Award.
2019 was the year that saw us strengthen our social offering significantly, now commanding over 500,000 page likes across our owned social channels.
It was also the year we launched the OnePoll app - making our brilliant research engine mobile friendly, built an elephant out of batteries for H&K and their client Duracell to highlight the scandalous amount that go un-recycled and the damage they do to our environment and turned a boring train carriage into a stunning floral display that left commuters utterly delighted for Heathrow Express.
We also helped changed perceptions for Volkswagen and installed them at the forefront of the electric car revolution and created the stunning Lyst Sneaker Intelligence Unit that drove a 47 percent increase in traffic to their website.
We helped Ladbrokes welcome the Australian cricket team to Manchester in unforgettable style.
And it was the year when we achieved an incredible 22,233 pieces of coverage for our clients with our brilliant news generation.
Could not be prouder of the team and can't wait to see what 2020 is going to bring.
2018: The PR Trends that you need to monitor
Jack Granard looks ahead to the trends you need to monitor in 2018. See the first of this two-part feature on the digital media predictions of 2017 that you should have followed here.
2017 oversaw the continued evolution of what it is to be a PR professional, as it became more influenced by digital elements, social media and marketing.
Importantly, as content became more visual, it superseded the tried tested methods, such as traditional press releases, whilst also bringing about the rise in the use of video, influencer and infographic content. This article will highlight the upcoming trends that need to be monitored in 2018 and how it can be incorporated by your company.
The Future Role of PR: The Statistics
The advancement of the PR role is indicative of the importance of reacting quickly to the latest PR trends so as not to be left behind.
A 2017 USC Annenberg Global Communications study which interviewed 875 PR executives and 101 marketers from around the world found that digital storytelling is the biggest future PR trend with 88% citing it as important. Moreover, social listening ranked second (82%) followed by social purpose (71%) and Big Data (70%).
In terms of skills for future growth, strategic planning with 89% was voted as the most important, followed by written communications (86%), social media (84%), multimedia content development (82%), and verbal communications (80%).
87% of professionals believe the term “public relations” will not describe the work they do in five years, which exemplifies the initial point about being reactive. This is given further strength, where 60% of marketing executives believe PR and marketing will become dramatically more aligned in the near future.
Ultimately, these figures suggest the importance of being a well-rounded PR executive. It is essential to keep on adapting, otherwise the PR professional today could become extinct in as soon as 5 years.
Dark Social Media
Data coverage and tracking in the PR industry has become a fundamental element of presentation and success for clients, in identifying social influence and monitoring performance. However, what is impossible to track is dark social, which is defined as the communication through private messaging platforms, such as, text, email, Whatsapp, Messenger and Skype. The importance of tracking this is accentuated by the likes of Forbes.
Bearing any privacy concerns, the main interests in measuring this is emphasised by the notion that increasingly we are more likely to share a link via dark social than on your Facebook profile. Consequently, PR firms are incapable of measuring this and are left confused as to where the rise in traffic to websites stems from. Significantly, standard web analytics are incapable of measuring this and key insights are lost.
Therefore, to start measuring dark social, one method could be to really emphasise the social sharing buttons on your site, whilst making sure all buttons have trackable links. Alternatively, if your direct track URLs are too long, it will be more unlikely to have been typed in their browser.
Overall, with this being a recent hot point, it is notable to keep your eyes peeled for new developments.
Artificial Intelligence
As stated throughout, data measurement has been very important to the PR role and AI has the potential to extend this further, through being utilised for basic research and media monitoring.
By utilising data scientists to predict future trends and investing in artificial intelligence to also combat this, it could pave the way for workload to be reduced for PR companies and to predict when and what businesses need to change. However, one topic that has been heavily discussed is the usage of intelligent chatbots. These bots powered by artificial intelligence could evolve the way customer communication is utilised and may also be used to create a new fun concept to promote a brand. Further weight is given, as it was highlighted by Business Insider as “the biggest thing since the iPhone.”
Speech Recognition Technology
Whether you have seen the parody videos or you have utilised the technology in Amazon Echo, Apple Siri or Google Home, it is largely agreeable that it has been a strong talking point recently.
Speech recognition built into modern devices is quick, accurate and definitely the future. With the possibility of it being used more frequently it could bring about a process where ads and SEO are not relevant. This has been heavily advocated by Steve Waddington (Social Media Director at Ketchum) who believes it will “create another wave of internet disintermediation.”
With rising incomes and interest in becoming more technological, firms should try to incorporate this technology into their campaigns and find new ways to be different.
Personal Brand Reputation and Social Ethics
Is it obvious? Yes.
Does, more need to be done? Yes.
Social media has brought about exposure in new ways, putting us all under scrutiny. However, this is also a positive thing as it allows the opportunity for engagement with all these individuals through social media to gauge what this company is like. Previously, executives would target features in broadsheet papers but now optimising social networks is essential to harbouring not just brand reputation but a personal relationship with the consumer.
72Point has effectively created a space to combat this and has evolved through its recent brand revamp to better understand our organisation, our consumers and our goals. Now with increasing competition and shorter attention spans, only specialised websites who understand how to communicate effectively with all these new tools can succeed.
The PR industry is only likely to become more ethically focused with the Public Relations Communication Association’s (PRCA) expulsion of Bell Pottinger being a major point in 2017. Therefore, more awareness and positive messaging needs to be shown to restore trust.
Conclusion
This year will involve more competition and more technologies to use than ever before. At 72Point, we attempt to stay one step ahead and monitor these trends carefully. The PR world is a jungle and it has been shown to be ruthless in the past year. Therefore, more personal and genuine campaigns need to be implemented this year before it is too late.
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2017 must be the year the professionals take back control
There’s a proverb in Romani culture that goes “a dog with two masters will die from hunger”, implying that you shouldn’t divide your loyalty because each master will assume the other has taken care of you. The philosophy of moral determinism – also notably satirized by Jean Buridan and, erm Amy Farrah Fowler from the Big Bang Theory – is particularly poignant as the PR industry reaches a crucial crossroads in 2017, where it must decide how to properly balance its commercial considerations with a responsibility to media publications and its consumers.
Last year as part of our annual white paper we noted the merger of several digital disciplines coming together under an umbrella leveraged by the creation and distribution of content. Our take on the year ahead was that traditional PR disciplines are no longer confined to the PR industry, with SEO practitioners dabbling in content to satisfy Google’s demands and marketers making the shift in response to consumer disdain for display placements.
What we didn’t initially foresee was how the input of marketing and SEO industries would impact the sort of content being produced. Marketers, for example, are slaves to the brand and very much tied to its messaging. SEO professionals are ultimately looking for tangible search results. But we PR professionals have to satisfy two masters, and as the industry starts to swell we must capitalise on the opportunity to take back control.
As an agency, 72Point is in a unique position in that we’re sat between PR agencies and the media. Our parent group, the UK’s largest independent news agency, is a shout away at any point and are there to lend us their insight into what is working at any given time, which is advice we dispense to all our clients as well as at Creative Therapy Sessions, which we rolled out across the country this year. We don’t embargo, we don’t distribute our news content in press release format, we don’t include brand mentions in the opening paragraph and we stick to the best stories, and that’s why we landed 100 per cent of our projects in back-to-back months in the close of 2016; We make it as easy for the media to lift our content as possible.
Publications will adapt at pace
Despite much change in the mainstream media market the forecasters are all starting to paint the same story; print revenue is in decline, digital revenue is yet to be fully realised. This year the pace of change is set to shift a gear, with editorial teams likely to shrink and commercial departments expand in scale and remit, often with conflicting implications for the PR industry. Soon, many media publications will be viewed more as partners than a separate entity.
Meaningful measurements
The PR industry is suffering from a serious numbers addiction. It uses estimated coverage views that bare little relevance to the social interactions and absurd projections based on simplistic mathematical sums. At some point, we’ll get found out and there will be a shift to more meaningful measurements which will result in targeted distribution on relevant publications and, crucially, better quality, shareable content.
Google will shift its indicators
In the same way brands will demand more human interactions over meaningless numbers, Google is about to shift from “exogenous”’ to “endogenous” signals to incorporate more genuine quality signals. The end may be in sight for link-building practices, which are currently a key indicator of trust, but a rather shallow one. Google’s algorithms in the future are more likely to incorporate the time people spend on the page and the way they interact with content.
From visual to interactive
Publishers want people to stick, brands want people to share, and both parties want content that works across channels. That’s why 2017 will be the year of the interactive. Quizes, graphic puzzles, even the old “spot the ball” type competitions will have their day in the sun again as we fight to keep consumers engaged.
2017 – Letting The Numbers Do The Talking
Although the PR industry has developed remarkably over the past few decades, one thing that hasn’t changed is our compulsive need to use bizarre jargon to sell our wares. Incubators for influencers, accelerators for thought leaders, alignment for holistic viewers. Surely it’s time to de-layer the ecosystem?
While some may argue that the many faces of the digital revolution has necessitated an explosion of terminology in PR, it also threatens to overcomplicate what are often very simple objectives. Brands seldom approach us with such terminology in hand, so are we not doing them a disservice by adding waffle to their brief?
Here at 72Point we achieved a record-breaking year in 2017 by going back to basics. We have expanded into areas such as social media while solidifying our national media base by sticking to the basic principle that good stories perform well on any platform. And the proof is in the pudding.
We generated over five thousand print and digital cuts for our clients across the year, landing on an average of 15 publications for every story we put out. Add social media engagement statistics to that – a total of 635,000 shares across the year – and you get a decent picture of how our clients are getting serious bang for their buck.
But the highlight of 2017 was how we took our traditional press offering and applied it to social media. With a new social team in place – including UNILAD hires and a new social media management structure – we were able to generate a succession of viral campaigns, one of which was aired on Good Morning America with Will Ferrell and others which garnered a reach of hundreds of thousands of people across our social media suite of platforms.
Along with our national media offering and regional publication package we were delighted to introduce the Breakthrough Package in 2017 which delivers unrivalled cut-through for clients looking to get national exposure as well as touching the regions and getting traction on social media with the people who really matter to them.
The inflatable sanctuary project run for Hotels.com is a classic example of this. The project, featuring a mock ‘sanctuary’ for left-behind animal inflatables, was a huge hit with the national media garnering 29 pieces of organic coverage on titles such as The Telegraph, Daily Mail and Fox News. It also ran across over 170 Johnston Press regional titles and was distributed to tens of thousands of people on social media who are interested in travel or thinking about booking a holiday – a remarkable result all told.
It is a package we look forward to delivering more of in the New Year, quite simply because it delivers what it says on the tin without getting bogged down in meaningless jargon. It guarantees national exposure, it guarantees regional hits and it guarantees a targeted social boost or your money back.
That’s a straight-talking package from a straight-talking agency.
2017: The Digital Media Trends that you should have followed
In the first of a two part series, Jack Granard looks back at the digital media predictions of 2017 that you should have followed.
A year can seem like a long time in the media business these days.
Just last week, Facebook announced changes to its algorithm that effectively turns the industry on its head, with many publishers and comms agencies forced to reverse well-worn practices to ensure they don’t get slapped by the updates.
But as the common saying goes, those who do not learn from their history are doomed to repeat it, and with that in mind, we take a look back at the PR trends that caught our eye in 2017.
1) The Fake News Blues: The Focus on Personal and More Reliable Content
Unless you’ve been living under a rock you will be aware of how often the term “fake news” has been used this year. In fact, so worn has the phrase become that it was officially crowned the ‘Word of the Year’ by Collins Dictionary. Even Theresa May weighed in, announcing a whole unit to combat the rise and spread of the media's phony phenomenon.
In 2017 we saw PR take on the role of becoming a more reliable source for media outlets. Rising scepticism amongst consumers and greater diligence required from journalists as a consequence of “fake news” acted as a catalyst for a renewed focus on reputation management from content production to the individuals involved in its creation.
Ultimately, this gave rise to third-party research being essential to the success of pitches. At 72Point we utilise the partnership with our market research arm at OnePoll and with our brands’ own studies when compiling stories to ensure they meet exceptionally high standards.
2) Social media domination: Video and Live In the Moment Content
A common theme of my commute to work involves reading up on the news or if I am in need of a laugh, watching the latest viral video on my phone. Whether you agree with it being a good thing or not, you can’t disagree that society has become addicted to their mobile phones. Furthermore, at a breakneck pace we have become more interested in visual and video content as a subsequent result of our social media use. As early as 2013, it was found that the average person watches 32 videos per month, and interestingly, there’s a 74 percent increase in understanding when someone watches a video. Subsequently, our 2017 objective was to increase our video content production and utilise our talented design team to create more infographics and animations for customers. The importance of having an early lead on this is strengthened by the 2017 report from Cisco which predicted that 75% of the world’s mobile traffic will be video by 2020.
Now, with Facebook live, Periscope, Youtube Live, Instagram and Twitch exploding in interest, 2017 highlighted the applicability of creating content that could gain immediate responses.
3) The Traditional Media Press Release Is Dead
The old method of writing press releases for the media has been overtaken by posting on a website in conjunction with emails and Tweets to customers and journalists. This more direct focus has streamlined the process and has created a faster turn-around. Significantly, 2017 marked for most firms the reduced significance of press releases with media channels concentrating on becoming more visual and creative. A good example of this is Manchester United’s recent announcement of new signing Alexis Sanchez which was utilised by a cinematic Twitter video.
4) Evolution of the PR role
The PR individual of past would struggle to adapt to today’s requirements. Previous demands focused on being capable or understanding the processes of writing content, event planning and maintaining relationships.
However, success is now dependant on having these things on top of a broader skill set applicable to a digital focus whilst utilising social media, content marketing and content strategy. The rapid shift in PR becoming more data driven in every process has resulted in greater pressure to respond to real time events by reacting with the correct responses to PR trends from days to now minutes. Data collation and the utilisation of the correct software to gain results has long been implemented by 72Point to highlight the success of a campaign and where improvements can be made for the future.
5) The rise of the influencer
Long gone are the traditional use of media relations, 2017 marked the year of the social media influencer. This is supported as a recent survey highlighted that youngsters would rather aspire to be social media superstars than musicians or actors.
Subsequently, media relations have advanced from merely pitching media to actively working with these individuals who are more accessible and willing to work in all forms of social media. It has directly linked PR to marketing and has influenced the methods of earning media to just paying for it.
Conclusion
Whether you had kept abreast of these new developments in 2017 or not it would hold you in good stead to follow these principles for the future. PR has dramatically changed in the past year and is constantly evolving to new pressures and technologies. At 72 Point we constantly monitor these developments and attempt to adapt to stay on course as a market leader.
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The 2015 Media Consumption Report: Prepare for MPC
If the minefield that is contemporary media has taught us anything it is that a ‘multi’ approach is the next big evolution for the PR industry with arguably more sticking power than any media shift in the past.
Not only do media consumption habits transcend channels (print, broadcast, online), they also transcend platform (smartphone, tablet, desktop) and the way in which we interact with media has changed irreversibly as a result.
To understand how the digital landscape has impacted media consumption 72Point has commissioned a survey of 7,500 people in the UK exploring what types of content the modern media consumer is likely to read, watch, share and like on which platform(s). The report, due for release in March, looks in detail at how to prepare for the challenges and opportunities presented by multi-platform content (MPC).
Media Platforms and Channels
Generation ‘Multi’ is about capturing large audiences with campaigns that transcend platform and channel, but this offers opportunities and challenges in equal measure. We look at what channels and platforms people are consuming media on and how this impacts the way in which they consume media.
Mainstream media confronts digital
The migration of mainstream media from print and broadcast formats to online platforms has revolutionised the media landscape, but pertinently, it has reformed the way in which mainstream publishers convey news. We look at how.
The rise of Specialist Publications
In the digital age everybody carries a digital news stand in their pocket. Their interests dictate what they read from a seemingly endless bank of media titles which eschew ‘mainstream’ objectives of catering to a wide audience in favour of specialisation. We look at what sort of specialist publications are popular.
Social Media: Traffic and Consumption
Not only has social media altered the way in which media conveys news, it has also altered the way in which people find news, creating a more consumer-led news industry that harks back to the rise of specialist publications discussed in the previous chapter. Some of our results have been published in an article on PRWeek.
In the report, we also discuss the rise of ‘lists, gifs, pictures and posts’ in media and how mainstream media has adopted a social media-led approach and new sites have been born from it.
Organic and Sponsored Posts
Finally we discuss our attitudes towards sponsored posts vs organic posts.
The full report will be published and available to download from this site.