PR strategies are at the very centre of every successful startup and although some rare concepts might succeed without them, this likelihood is slim to none. It’s true, you might jump straight into these PR efforts with one or two of the following strategies but the truth is, you will need a very specific and sustained PR Strategies to succeed in such a noisy and busy market.
With this in mind, let’s take a look through five new PR strategies that should help founders and creators find more success with launching a startup in 2019:5 New PR Strategies to Follow When Launching a Startup in 2019
1. Using Podcasts and Audio for PR
Podcasts continue to rise in popularity and this parabolic trend is likely to continue for at least another year. What’s more, Alexa and Siri are firmly established and recent studies indicate more than half of all online search will come through audio within the next two years.
But what does this mean for PR?
Well, it means that podcasts will be hugely influential for getting word out about products, brands etc. Also, you might have noticed the increased presence of live chat features across the web and it’s only a matter of time until audiotapes features are enabled on this live chat.
Either way, successful PR strategies will diversify their attention and with audio on the rise, it makes sense to identify and take advantage of podcasts and other audio related platforms.
2. Embracing Chatbots and Artificial Intelligence
The truth is, AI is still in its infancy and most products or artificial software is simply not ready for deployment. At the same time, there are still some ways in which AI is improving the process for PR and these methods are sure to be adopted more often in 2019.
For example, chatbots are used to automate communication which then free’s up time that can be used on other parts of the PR strategy. As you know, this side of communication is extremely time consuming but bots are one of many ways to use AI to enhance PR.
In case you might be asking yourself, when chatbots are used the right way, this should have no negative impact on the process. That is to say, most people are happy to interact with chatbots and as long as the information is accurate, they do not mind the absence of a human.
Either way, most experts cite artificial intelligence as the next big shift in PR and every company should keep their finger on the pulse in terms of how they can us AI as part of their PR strategy.
3. Collaborating with Authentic Bloggers
Aside from mainstream media, reputable bloggers are now the best way to promote and create awareness for brands. In fact, with more than 30% of online users deploying ad blockers, traditional advertising is unlikely to be anywhere near as effective in 2019.
For this reason, editorials and review websites are expected to be much more beneficial for PR strategy but there’s every reason to believe that respected bloggers will reign supreme. After all, in the recent Medic Update by Google, greater emphasis seems to be placed on bloggers who create “How to” content and educational information as opposed to story-driven content.
Now, that’s not to say advertisements should be abandoned entirely but rather to point out a clear transition of attention from contrived content to authenticity. In other words, online users are now leaning heavily toward real people with genuine advice and further away from branded content.
It must be said that similar trends are taking place with adverts and many professionals are finding more success when it comes to collaborating with bloggers as opposed to placing adverts.
4. Measuring Influencer Metrics
As you know, the past few years have been dominated by influencer marketing with endless brands and PR pros looking to link in with top influencers. However, as already mentioned, it would now seem that most PR strategies were focused on the wrong metrics when it came to collaboration with influencers. That is to say, they simply paid these influencers for uncertain or inadequate results with no real way of measuring the rate of success.
At the same time, it’s pretty obvious by now that many of these collaborations were next to worthless and for improved results, PR strategies are expected to focus on conversion related metrics for the year ahead. With that said, PR strategies should research the rate of interaction of certain influencers before investing any capital into a potential collaboration.
Now, this does not mean the end of influencer marketing but rather that PR professionals will carefully measure these collaborations and pay according to these results.
5. Focusing on Fewer Views and More Interaction
It’s no secret that views and followers have been the primary concern for social media and branded blogs, not to mention the people who read them! However, as time passes, more and more PR professionals are starting to realize the irrelevance of these numbers in comparison with actual interaction.
It also makes perfect sense, for when content receives eyes without interaction, this seems to suggest that the content is also ineffective. Needless to say, PR requires impressions to receive interaction in the first place but after years of lackluster results, this particular focus is shifting.
In the new year, it’s fully expected that the best PR strategies will start to employ tools and software to measure the level of interaction they receive online. What’s more, social media views or followers should become less and less relevant as PR specialists demand actual results instead of what they now deem to be misleading metrics.
While PR strategies for launching a startup continue to evolve, the above methods and techniques are clearly those which seem to be working best for successful startups. Whether you opt to embrace them or not, keep in mind that the success of the project is likely to correlate with whatever you decide.