Reevaluating the Use of Twitter in PR
Twitter, once the go-to for PR pros, is undergoing a transformation that resembles a caterpillar trying to find its wings. With Elon Musk at the helm, the platform has shifted in a way that leaves many PR professionals scrambling. They must now consider the impact of changing dynamics and whether the birds they tweet at will still be singing back.
Many journalists, accustomed to sourcing quotes and information from tweets during events and crises, are now rethinking this relationship. In 2023, the mantra will be ‘less tweeting, more thinking.’ Expect a steady decline in journalists reflexively turning to Twitter for quotes, as they explore safer harbors for their stories.
The Rise of Independent Journalists
The pandemic has revolutionized how journalists are publishing their work, with many leaving traditional outlets to create their own followings. Platforms like Substack and TinyLetter have become haven for independent journalism. PR teams must pivot to include these solo acts in their pitching strategies. Think of it as crossing off the press list to focus on the rockstars of the media world!
Casey Newton, founder of the tech newsletter Platformer, is a prime example of how journalists are sharing insights directly with their audiences, bypassing the usual gatekeeping. This shift reinforces the need for PR professionals to foster direct connections with such journalists instead of relying solely on their affiliated publications.
Power of Podcasts: More Than Just Chit-Chat
If the pandemic had a silver lining, it’s the meteoric rise of podcasts as a compelling medium. With over 130 million Americans tuning in every month, PR pros need to jump on the podcast train or risk being left behind at the station.
Whether it’s a tech podcast, a true-crime thriller, or culinary explorations, there’s a niche for every company’s storytelling delight. Clever PR teams will don their detective hats, identifying podcasts that align with their brand so they can pitch editors and hosts with tailored content that’ll resonate with listeners.
Personal Touch: Reviving In-Person Events
The COVID cloister is behind us, and the call for face-to-face interactions is ringing louder than ever. In-person events offer opportunities for genuine networking and relationship-building that video calls simply can’t replicate. Picture it: a room filled with tech enthusiasts, coffee in hand, exchanging ideas and business cards.
Companies that cut back on travel budgets will find in 2023 that they need to reconsider this strategy to capitalize on newfound in-person opportunities. PR teams will once again need to orchestrate strategic pre-conference communications with journalists to secure impactful interviews and coverage.
Quality Over Quantity in Media Outreach
Gone are the days of mass emails peppered with press releases hoping to catch a journalist’s attention. In the noisy world of tech, especially with rising crypto fatigue, it’s essential to cut through the clamor and focus on precision.
PR pros should pivot towards exclusivity—crafting special pitches tailored for specific reporters. It’s about finding the right message for the right audience while creating engaging and customized experiences—think of it as personalizing the perfect gift.
Embracing Change with Open Arms
In conclusion, the PR landscape is expanding like dough during the baking process: it’s unpredictable but promises delicious results! By shifting focus to new platforms, adapting outreach methods, and fostering deep relationships with journalists, PR professionals can ensure they’re not just keeping up but leading the charge into the future.
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