PR: The Persuasion Game
As there is a resurgence in the consumption of news, PR has become the supercharged tool in the marketing toolbox. Selling has always been a game of persuasion in the B2B world and thought-provoking content delivered through the media is key.
Audiences are proven to buy on referral or from trusted brands and are far more receptive to marketing messages once trust has been established. Thought leadership content has become vital for businesses, allowing them to contribute to industry conversation by speaking directly to the market about existing issues.
This has become the new marketing currency to get involved in the conversation and be heard above the background noise. Positioning businesses as experts within the industry is key to communicating with their audience, while reaffirming the trust between brand and consumer, especially post-pandemic.
The Rise in Media Consumption
At the start of lockdown, consumers were overwhelmed with brands pushing reassuring letters from CEO’s explaining the lockdown and the status that their business was in. Throughout the pandemic, media has remained the primary influencer, meaning that marketing and PR teams output were more vital than ever. Due to this, businesses were able to reinvent their messaging by reviewing customer feedback, while utilising marketing automation tools to create a more personalised message. This helped to contribute to a stronger relationship between companies and consumers.
Reinvent the Wheel
Marketing, advertising and PR budgets were the first costs to be cut in the earliest lockdown and brands had to rethink how to reach their audience. According to a recent survey from the World Federation of Advertisers, statistics found that during Covid, more than 80% of large advertisers paused their advertising campaigns. And, nearly 60% decreased their budgets.
PR agencies used this time to reinvent their clients through more creative ways such as thought leadership, a blog series or creating a more personable brand experience. Now, audiences are more fragmented due to the rise in social media platforms. Traditional marketing is less valuable in the current climate, and so, where there is a crisis, there is also opportunity. The most innovative, forward-thinking companies could still find ways to promote their brands to consumers, using PR.
Creating a collaborative and solid internal communication channel within your business has proven to be vital throughout 2020. PR has played a key role in continuing to connect to audiences and prospects. Post pandemic, it is clear that the lines of communications should continue to stay strong between businesses and consumers. Building trust, relationships and establishing reputation supports businesses end goals by retaining customers and creating new ones.
Neo PR is a new breed of B2B technology PR in a digital age. Based in Buckinghamshire and specialising in the technology sector, Neo PR delivers PR outreach campaigns that are content-rich with relevant and meaningful messages that resonate and start a conversation. If you’re a business offering innovative technology that you want to shout about, contact us at firstname.lastname@example.org