With audience dispersing on various platforms, securing a feature on news websites alone is no longer sufficient to ensure your announcement reaches your targets. Here’s how you can tap into the opportunities offered by media fragmentation.
Identify appropriate alternatives to traditional media in video-based social spaces
In addition to traditional media on social platforms, communicators should look to establish rapport with alternative personalities or fan pages, especially on Instagram and TikTok, to enable clients to cut through the noise and reach their target audiences.
For video-based platforms like TikTok, PR practitioners should consider providing multimedia assets like videos to facilitate content production.
Leverage news aggregation platforms
As aggregators are a leading gateway to news, PR practitioners should identify and prioritise their outreach to media titles whose content is often found on news aggregators such as Apple News, Line Today, Yahoo! News, and Google News, whenever applicable.
If your announcement is published on news aggregators, it is more likely to reach and appeal to younger news consumers, given their notifications of relevant news.
Prioritise informational and educational content over hard sell
Since people consume news mainly for knowledge and understanding, overly promotional write-ups should not be the focus of press releases or other forms of PR write-ups.
Educational or informative PR content can enhance your brand credibility and visibility. In contrast, overly promotional pieces which flaunt an innovation or achievement or urge readers to purchase could be seen as desperate or intrusive.
Moreover, PR practitioners risk damaging their relationship with journalists when disseminating hard-sell content. At worst, you may end up on journalists’ blacklists.
As media fragmentation is expected to remain in the foreseeable future, communicators should choose and prioritise the right platforms for their target audience to maximise the reach of their creative output. At Midas PR, we are experts in 360-degree communication, enabling your brand to cut through the noise and capture your audience’s attention. If you want a PR campaign that helps your brand reach your fragmented consumers effectively, contact us for a free consultation through email or www.midas-pr.com.