Thursday Three: Journalists vs. Influencers, Purpose-Led Brands and Visual Storytelling
Dec 13, 2018
Each week on 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 and festival clients.
Public Relations: Journalist or Social Media Influencer?
As newsroom staffs continue to shrink and the number of users on social media continues to skyrocket, influencer marketing has become one of the biggest trends in marketing and public relations. The concept of influencers isn’t new–just think of celebrity spokespeople. Influencers can draw massive audiences and at some points, even influence purchasing decisions.
A key point of differentiation between journalists and influencers lies in compensation. While journalists are paid by the media organizations they provide coverage for, influencers are often directly compensated by brands with either a percentage of affiliate sales, free products or services, or compensation for endorsement. However, when it comes to pitching influencers, your strategy should be similar to pitching a journalist and include extensive research of the influencer’s area of coverage and a direct link to how your pitch relates.
Branding: Building a Purpose-Led Brand
We’ve said it before and we’ll say it again– research clearly shows that consumers value brands that take a stand on cultural and social issues and will often demonstrate this preference with their purchasing power. But these days, simply taking a position on an issue isn’t enough. Brands must instead demonstrate to consumers how they are taking steps to resolve the issues they are championing.
This article takes a look at the steps brands need to take to demonstrate to their customers that they are purpose-led. What’s at the top of the list? Accountability. Simply saying you care about an issue is not enough. Demonstrating how you are taking action on an issue and how your brand is making an impact is crucial to winning the trust of your customers.
Social Media: Real-time Visual Storytelling
Consumers are overloaded with visual content, making it more important than ever for brands to strengthen their visual storytelling skills to capture interest. Real-time visual storytelling offers a way for brands to connect with their target audiences as events unfold and increases the opportunity for content to go viral, significantly broadening the reach of a brand.
However, developing a strategy to produce high-quality storytelling assets can be intimidating and costly. This report offers examples of how to maximize your impact with available resources, in addition to offering examples of brands that are excelling at real-time storytelling to help get your creative ideas flowing.
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.