Another day, another B2B marketer says something is dead. Cold calling is dead. Outbound marketing is dead. Everything is dead, but it really just depends on who you ask.
PR isn’t dead, but traditional PR is, and the best B2B marketers have completely changed their approach to PR in 2022.
A shiny new press release alone just doesn’t cut it these days. Companies now need to do so much more, and that’s what Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, discuss in this episode.
They explore why traditional PR tactics aren’t effective anymore, what companies should be doing instead, and how you can measure the results of any strategies you try out.
Catch the full episode to learn why traditional PR is dead and what you need to be doing instead, or keep reading to see the three biggest takeaways from this episode.
Watch the full episode
Three top takeaways:
Takeaway 1: Leading with a narrative is key to leading with expertise
In the PR world, it’s important to have something clear to say, and the best way to do that is to focus on telling a narrative. This is a point of view you’re trying to get out into the market, which will help you earn the attention of your audience.
A lot of PR relies on a shotgun approach, and all that does is result in some bad messaging being blasted out to the market.
Instead of telling your audience a bunch of random points, think about stringing it together into a narrative and a strong message you feed through things like social media, podcasting, or blogging.
Lead with expertise in all your messaging.
Takeaway 2: PR isn’t just down to the sales/marketing/PR departments
PR is not a standalone position or department. Brands are seeing great success when everyone gets added in.
Employee advocacy means that your messaging can remain consistent across the board. It also provides an alternative to those flat, boring press releases by replacing them with messaging that’s more human. After all, it’s messaging that’s coming from real people in the company.
Another person (or people) to get involved in PR is your founder. They should be front and center in your messaging because this helps to tell a story right from the beginning and where it all started. Your founder has a unique and interesting perspective on the brands, so be sure to use it.
Takeaway 3: Measuring PR strategies is tough, but still important
How do you measure something as vague as PR? The truth is, even though PR has changed a whole lot, it was always tough to measure. It’s not like SEO or performance marketing. There’s no one single metric to look at.
The best approach? Don’t try to find one method of measurement. A balance of qualitative and quantitative approaches is best.
You can pinpoint quantifiable results, such as mentions in the Wall Street Journal or TechCrunch, growing podcast subscribers, or increases in traffic. But also pay attention to the more qualitative stuff like replies to emails, LinkedIn post replies, and DMs to see who’s talking about your brand and what they’re saying.
Pieced together, you get a fuller picture of how your PR strategies are holding up in the wider market.