Do you ever wonder why some websites are known as being a go-to authority for their industry? Every time something in the news catches your eye or a new trend rocks your industry, chances are you’re clicking onto one of these authoritative sites for the latest info. But thought leadership strategy takes work and lots of manpower. After all, these companies must devote some of their resources to staying on top of the latest trends and pumping out valuable content that keeps their readers informed. Once a company has these resources in place, it can start reaching out to the public with valuable information.
Staying on Top of the Latest Trends
Regardless of what industry you call home, there’s always something new coming down the pipe. If you want to be a leader in your industry, you need to be one of the first people to hear about the latest trends, and then communicate that knowledge with your readers, followers, or customers.
This means you should incorporate the following into your PR strategy:
- Staying on top of trade journals
- Going to industry events and networking with industry leaders
- Reading and reporting on relevant news articles
- Keeping in touch with people who are “in the know”
A new report from the USC Annenberg Center for Public Relations and the Association of National Advertisers shows how the PR industry is changing. 88% of the PR professionals surveyed stated that digital storytelling is the next big PR trend, 82% said that social listening was the most important, and 71% said it was social purpose. As you can see, running a successful PR campaign means tapping into the zeitgeist, telling stories, and serving society a buffet of information they need to know.
As the line between content marketing and PR continues to blur, PR pros are starting to think of themselves as storytellers, finding topics and trends that really jive with media outlets and their readers.
As Don Baer, CEO of Burson-Marsteller, states, “We need to own and drive the changes that are happening rapidly in our traditional stock: integration, digital and social, and content development and creation.”
Using PR to Show Off Your Expertise
Finding the right stories to tell and trends to watch is only half the battle. Now it’s time to start writing press releases and telling the stories that people actually want to hear. Sending out a press release or reaching out to a credible online publisher is your opportunity to show the world that you are a leader in your industry. You’ve done the work of pulling statistics, interviewing influential people, and putting together a thoughtful take on the latest trend, now it’s time to deliver the goods.
Your press release writing strategy should get people excited about whatever it is that you’re talking about, whether it’s a major change at your company or a new survey that shows how your industry is changing. This means using words that get people’s attention, using facts that show your content is credible, and going one step further than the other guys by adding valuable insight.
Businesses are beginning to catch on as they’re making more room in the budget for public relations. Total U.S. spending on PR passed the $10 billion mark in 2016 and shows no signs of slowing down.
As Nicole Rodrigues, CEO of NRPR Group, writes, “CEOs and CMOs are looking for quick marketing growth hacks and don’t realize that third-party validation and strong press are the only true way to get your company’s story told.”
Maintaining Relationships with Your PR Contacts
Having your press release writer send out a few slam-dunk pieces isn’t enough to establish your company as a leader in your industry. You have to consistently turn out high-quality pieces of content and stay on top of every change that’s shaking up your industry.
Over time, media outlets and your contacts will start to think of you and your company every time a new trend emerges. The same goes for your readers. The more relevant, news-worthy content they see on your site, the more they will begin to recognize your company as a leader in your industry.
If your company doesn’t have the resources to stay on top of everything that’s happening in your industry and communicate it to the press, you can always lean on a press release writing service. They will find the stories and trends that matter most to your PR contacts and your readers and have the tools needed to craft the perfect PR piece. Engage with your industry and position your company as the leader you were always meant to be!
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Jonathan Bessette is the General Manager at Article Writing Co. He’s been a writer, editor, and outreach specialist, has worked with clients in dozens of different industries, and has created engaging content, consistent growth, and exciting outcomes.
