The global pandemic caused an unprecedented crisis for many businesses; it is thought that 400,000 UK companies ceased in 2020, with 250,000 closing last year, according to the Office for National Statistics. Businesses that survived had to constantly pivot and rethink their strategies to stay afloat, but it was not all doom and gloom because an estimated 400,000 start-ups also formed in the UK alone in 2020, with many heralding Covid-19 as the age of the entrepreneur because of the start-up boom that was triggered.
Competition remains fierce for brands to attract and retain customers amongst all the noise and clutter. For businesses to survive and thrive they need to nail their marketing; ensuring brand messaging is clear and engaging, communications channels have been well considered and marketing budgets have been effectively allocated to generate visibility, garner credibility and build a loyal and consistent customer base.
Here are some of my top considerations for harnessing the power of PR in 2022:
PR must embrace an integrated and cross-functional approach
Traditional newsrooms are shrinking, and we are seeing the decline of print and traditional broadcast media consumption due to the ease and prevalence of hybrid work models, as well as budget cuts and the mergers of large media entities. The pandemic created an incredibly difficult time for publishers, and the effects will be seen for some time; with many brands (80% according to the World Federation of Advertisers) deferring or cancelling their advertising campaigns to save cash, leaving publications in difficult financial positions, and having to make redundancies. It is therefore no real surprise that outlets are prioritising brands that remain loyal and support them through the difficult times, offering them key coverage opportunities across all verticals.
Media publishers will continue embracing and leaning into fresh new channels so they can diversify where and how they are drawing in their audiences. We are seeing a continued growth in sponsored content, particularly as more digital media organisations look to recruit and retain new subscribers. There is definitely a ‘scratch my back and I will scratch yours’ mentality at the moment, so it is worth considering package opportunities with media. For example, I have been working with top outlets this year to negotiate integrated packages whereby my client receives an advertorial (a guarantee of brand key messages), an editorial feature (highly influential third-party endorsement that also helps SEO) inclusion in the monthly newsletter (reaching a highly engaged audience), an event hosted by their outlet whereby they invite their audience (a new audience for the brand to market to), and social media exposure (supports brand growth and engagement). This gives the audience several opportunities to receive the brand’s message, as well as the ever-important third-party endorsement.
Media relations requires fresh thinking, agility and patience
The media landscape is most unusual at present – it was just adjusting in a post Covid world and then then the war in Ukraine struck. We’re seeing changes in the bandwidth of media professionals and a larger number of journalists who cover several beats across various sectors. Having spoken to close journalist contacts at leading luxury lifestyle publications they have said they are being pulled in all different directions, working harder than ever, often on areas they wouldn’t normally and in much smaller teams, and are getting paid less than ever, so they are feeling quite overwhelmed. I read that 8,000+ US media jobs were lost in 2019 (I don’t currently have access to an up-to-date figure for the UK but it will be higher). I know this from the number of publications that have ceased, the journalists that are no longer listed as working for the company (whereabouts unknown as listed on my media database) and out of offices I receive (I no longer work for XYZ). It’s important to remember this when undertaking media relations and patience will be required from all parties.
There is no use hounding journalists who do not reply with the same pitch, it’s best to give them some space and return to them with a different angle. Whilst a high number of print publications have ceased in the UK in recent years, digital content and alternative platforms are on the rise so it’s important to keep abreast of new opportunities and journalists, showing your support from the get go – especially niche outlets as they will have highly engaged audiences. An example is Substack, whilst it launched in 2017, it is really only thriving now in this current landscape as it offers a way that journalists can speak directly to consumers whilst negating traditional media outlets, with the journalists getting paid directly from those consuming the content.
Leverage the boom in hybrid working and freelance culture
Before COVID-19, travel and tourism had become one of the most important sectors in the world economy, accounting for 10% of global GDP and more than 320 million jobs worldwide, but the global pandemic put 100 million jobs at risk and the effects will be felt for years to come.
Luxury travel has been a core part of business since its inception four years ago; with the world not being able to travel for two years every travel brand is fighting to make up for the two years of lost revenue and the industry is highly competitive. Travel journalists who work as staff at top outlets have told me that they have a big backlog of content to write, and they often cannot afford the time to accept invites to press briefings, events or press trips like the good old days. What’s more, there are rules in place which mean staff must use their holiday allowance to attend press trips, meaning many journalists understandably want to bring a plus one with them. This will have a cost implication for the client if they must cover two flights, transfers and rooms, and perhaps means they can afford less press trips, so it’s worth really carefully evaluating the return on investment that trip will deliver for the brand, as well as have clear T&Cs agreed by all parties prior to confirming the trip. I find working with freelance journalists a great option because they can often secure commissions for more than one outlet. I have just secured a very well respected and seasoned freelance writer to attend one on my client’s wellbeing retreats next month, with her daughter, and she is writing a review for two top luxury lifestyle outlets.
Brand partnerships and affiliate marketing has never been so attractive
Whilst media relations is the bread and butter of PR, there are so many other effective ways to reach and communicate with consumers, and one of my favourite ways is through other likeminded brands. Brand partnerships have the ability to bring brands together to help them reach new audiences, offer something new to their respective customers, and enhance the perception of the brands.
I represent several property brands and part of the brief for these luxury London developments is to showcase their 5* amenities so I will identify and invite content creators, media outlets, likeminded brands and stylists in to use the spaces, in return promoting the spaces through their channels and giving us rich content for marketing purposes. Also for my wellbeing retreat client, I recommend likeminded brands in the wellbeing industry that are open to telling their audiences about the retreats via their newsletters (sometimes these newsletters have tens or hundreds of thousands of loyal subscribers so we must appreciate the highly valuable marketing opportunity), or by having the practitioners tell their clients verbally during treatments, offering them a referral bonus for any that convert. This all acts as third party endorsement, but instead of being from a media outlet, it’s direct from a credible brand or expert.
Written by: Lara Buckle
PR expert with over 15 years of experience. Founder & Director at LaraBuckle.com
