The Shifting Sands of PR

It’s no secret that public relations has faced its fair share of challenges recently. With the pandemic rolling in like an uninvited relative and the stock market behaving like a stubborn toddler, PR professionals have had to rethink their game plan. The year 2023 is shaping up to be a whole new ball game, where it’s all about shaking off the old norms and making room for fresh strategies that stick.

Farewell to Twitter Dependence

Let’s get real—Twitter has been the go-to platform for PR pros, but that might be changing faster than you can say “tweet”. With a new captain at the helm, the dynamics have shifted dramatically. If Elon Musk’s Twitter experience has taught us anything, it’s that things can go downhill quicker than a greased pig at a county fair. Journalists are reevaluating their usage, and PR teams need to pivot.

• Less reliance on Twitter for news: Those classic “the company announced via Twitter” headlines might need a makeover.
• Reestablishing relationships: PR should focus on direct communication with journalists, building rapport that isn’t solely based on social media.

Jump into the World of Email Newsletters

Move over traditional outlets! Independent journalists are snatching the spotlight, and getting cozy with them is essential. Platforms like Substack are allowing journos to take control of their narratives—so should you, PR professionals!

• Offer insights and pertinent news directly to those who matter.
• Know your journalists: Catch up on their newsletters like you’re binging a great series. It’s about fostering personal connections in a digital age.

Podcasts: The New Frontier

Commuters, couch potatoes, and fitness fanatics are now all ears—and PR teams should be too! Podcasts present a phenomenal platform to get your message out. With millions tuning in each month, it’s time to dust off your pitch skills and know your audience.

• Identify niche podcasts relevant to your industry.
• Develop impeccable pitches that draw podcasters in like moths to a flame.

Embrace the Return of In-Person Events

Surprise, surprise! Everybody’s itching to get out of their pajamas and mingle again. The pandemic pushed events into the digital realm, but the tech world is roaring back to in-person gatherings. This is the golden opportunity for PR teams to shine.

• Preparations pre-event: Get those onsite interviews lined up like a game of Tetris.
• Reevaluate travel budgets: Yes, those need to be revisited for the year ahead!

Targeting with Exclusivity

Nothing says “I care” quite like a personalized pitch. As the noise in the tech industry grows louder, the old scattergun approach of sending press releases to every publication is a recipe for disaster. Instead, precision reigns supreme!

• Research and customize: Each pitch should resonate with the journalist’s focus.
• Quality beats quantity: Exclusive offers will help turn heads—and who doesn’t want to be the star of the show?

Time to Adapt and Overcome

As we traverse the winding roads of 2023, adaptability is key. PR teams must diversify their platforms, foster meaningful relationships, and embrace new forms of outreach like newsletters and podcasts. Remember, change isn’t just inevitable—it’s the spice of life!