Thursday Three: Handling Crisis Communications Situations, Repurposing Past Content, How to Create a Content Marketing Strategy
Jul 18, 2019
In The Thursday Three with Pushkin PR we share three news stories that captivated our attention during the week ranging from public relations and social media trend updates to relevant news in the industries we serve including healthcare, nonprofits, government, law firms, and festival clients.
Crisis Communications: Brands are Not Prepared to Manage PR Crises
Here’s a worrisome statistic: more than 26 percent of companies have not reviewed their crisis communications plans in over a year. With staffing changes, technology updates and changes in the way information spreads, it is vital that marketing and communications teams review and update their crisis communications plans regularly.
We recommend that teams review their plans with organizational leadership and key plan team members every three months and make necessary updates (if you’re curious about what should be included in your plan and review, check out this blog post.) Media monitoring is also an essential component of ensuring that your brand is prepared to handle any crisis situation that may arise. In the study linked above, 54 percent of respondents said that reacting fast enough was their biggest crisis management challenge. We recommend that companies work with a public relations firm to set up media and social media monitoring to ensure you are alerted to negative coverage and posts as soon as they go live.
Public Relations: Repurposing Past Content
Nostalgia is trending right now with brands reincarnating everything from classic TV shows to retro logos to modern remakes of classic films. Disney’s ‘The Lion King’ is the latest example to hit theatres. Filmed with a star studded cast including Beyonce, Seth Rogen and Donald Glover, the film resurrects the classic favorite with stunning new technology.
Marketers and PR pros can take a lesson from Disney’s strategy of breathing new life into a classic. When a piece of content performs well brands can harness the initial performance and continue the momentum by creatively repurposing the content. For example, if a blog post has driven significant traffic to your website, indicating it resonates with your target audience, consider repurposing it into a video. Another great way to give content another opportunity to shine is looking for timely, trending opportunities. Finding a way to tie your content into a trending topic can help it reach new audiences and gain even more views.
Content Marketing: How to Create a Content Marketing Strategy
As the number of traditional media outlets continues to shrink, the power of company-owned publishing mediums like blogs and social media channels continues to increase. A content marketing strategy, in which you publish digital content that is designed to provide value to your clients and help guide them to purchase your product without being overly advertorial, is essential for brands looking to grow their reach and influence.
This infographic breaks down the steps involved in creating a successful content marketing strategy, covering everything from setting goals to measuring success. One of our favorite tips in this infographic is the idea of creating a campaign architecture. Just like we do when conceptualizing a PR campaign, when you are developing a content marketing strategy, it is essential to think about the narratives that will move your target audience to action. Once you’ve identified this component, it’s time to work with industry influencers or past clients to share the key messaging in a compelling format.
Caty Carrico is an award-winning social media strategist and public relations practitioner at Pushkin Public Relations, a Denver-based PR firm. Her expertise lies in helping brands identify their distinct social media persona and crafting communications strategies that engage target audiences. In her spare time, she can be found eating her way through Denver's restaurant scene or working on her latest DIY project.