Today, an interview with Sarah Farrant, Head of Strategy at public relations agency NINICO Communications.
What are five trends you see this year?
“Podcasts: Easily my top pick. According to Infinite Dial 20, 55 percent—155 million—people in the United States listened to a podcast this year, up from 51 percent in 2019. With a quick moving news cycle and the pandemic pushing everything online, digital platforms like podcasts are the perfect way to connect with target audiences on their terms. By providing 15 to 60 minutes of well-executed content that can be listened to at any time, companies can share valuable information, trends, and updates, as well as deliver specific messaging, with the potential to reach millions of Americans. This enables companies to grow the brand’s public profile, highlight leaders within the organization, and create dynamic opportunities for press coverage well beyond the scope of local outlets. And when we do go back to the office? Podcasts are a great way to occupy time while sitting in traffic.
Genuine, thoughtful guest commentaries:
Content generation is key. But with the world being hard hit by COVID-19 repercussions, people are done with lip service and are far more interested in genuine, human connections and sincere leadership. Speaking from the heart on industry topics builds trust, boosts credibility, increases awareness, and showcases your company and management as thought leaders, giving you an edge over the competition. Plus, once a guest commentary is picked up by the media, you now have third-party validation. You can link to the commentary on social media channels for more exposure or repurpose the content in marketing and sales activities to enhance your messaging.
The power of partnership has never been so important. Working together to achieve a shared goal, by partnering with another company on case studies, guest commentaries, podcasts, or public relations campaigns, your company can create a stronger leadership platform with greater impact on the community. By collaborating on content and strategy with the right partner, you gain the ability to showcase both brands while connecting with new audiences, new industries, and even new markets.
A mainstay before and after the pandemic, social media strategy and messaging are more important than ever. One of the best ways to maintain a connection with your audience, social media channels are an easy way to share information, offer valuable insights, and provide real-time company updates. With the rise of TikTok and more visual social media platforms gaining attention with younger audiences, the possibilities to diversify content and keep audiences engaged will continue to expand.
With many working from home, distance learning, and just being at home in general more than usual, digital marketing has really gained traction to generate brand awareness, reach customers, and elevate PR efforts. An easy way to increase visibility, by integrating public relations and digital marketing, businesses can establish a cross-channel strategy that improves their online presence and promotes their brand. Whether that means updating your website, sending out monthly enewsletters, writing blogs, or digital advertising, digital marketing allows you to control the messaging and drive sales. Even better, with this built out, once we are all enjoying live events again, your company can lean on a solid digital presence to back up your in-person efforts.”
More information on the agency is available at
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