With the first half of 2019 coming to a close, it’s time for companies to evaluate past performance and formulate plans which guarantee superior performance in the new fiscal year.
If the numbers are not what you hoped it would be – don’t worry. But do take note of these four PR trends that could help you bring your A-game in 2019:
- Content marketing and PR will be more in-sync: PR execs can help drive the content marketing narrative, as they are intimately familiar with the brand, and would be able to tell effective stories around it. With a powerful content strategy in place, marketers’ teams will be able to see a jump in customer engagement and lead generation. Instead of merely boosting available PR content, people in PR will be involved in crafting it from the get-go.
- The numbers don’t lie: The effectiveness of PR strategies are becoming increasingly judged based on the results they get – and not just AVE. PR firms that make no real difference to the bottom lines of their clients will be eaten up by their more capable counterparts. Accountability is the name of the game, as more PR firms will be scrutinised for the way they boost engagement, earn media coverage and leads, and contribute to building awareness.
- PR-tech crossover: Malaysia’s PR teams will no longer have to spend all morning watching the media like a hawk, thanks to sophisticated media tech tools. We now have 24/7 news alerts and social listening tools which allow us to react to and (successfully) mitigate a social media crisis in real time. With the right tools at our disposal, we can also automate repetitive tasks such as updating and maintaining media databases. Hopefully, 2019 will be the year we do everything with greater efficiency.
- More journalists will cross into PR: We are seeing this in Malaysia and across much of Southeast Asia, where an increasing number of experienced journalists, editors and writers are switching to the agency side. Here at Mutant, we are lucky to have some of the region’s most senior former journalists and editors on staff, who are dedicated to creating effective content, boosted by PR. With the need for quality content rising – and a strong grasp of the English language – we’re not going to see this slowing down any time soon.
As PR professionals, our main job is to tell compelling stories. But the ways in which those stories are told are undergoing a gradual shift – as are the ways in which PR and marketing teams operate. For companies looking to give their PR strategies a fresh lease of life should consider leveraging these four trends to ensure a power-packed performance in 2019.
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