Why Un-Silo Public Relations?
Amplification strategies go hand-in-hand with creative
By Maria Reitan and Barbara Schmidt, studiobstyle
We hear from our clients all the time that they cannot have enough content. It’s true. The 24/7 social universe and consumers’ veracious appetites for the new and the next keep brands on their toes. But it’s not enough to simply make the content and put it out on your social platform of choice. Brands now have to amplify the content to ensure it gets in front of as many eyes as possible.
One way we do this is through public relations, specifically media relations. While there are fewer and fewer print publications these days due to readers now getting their information online, it doesn’t lessen the fact that consumers want to understand what’s “new” – and not just what the brand believes they want to hear.
Consumers want an independent third party, such as a reporter or editor, to synthesize the universe of information and then serve up their knowledgeable opinion of what is valuable for them to know. Media relations is simply another avenue to share a brand story, but it’s highly desired by the end-user, the consumer.
At studiobstyle we develop content, but we also determine the best places for that content to show up. This may mean pitching it to an editor at House Beautiful, Elle Décor or Better Homes & Gardens, or it may mean sharing that content on Instagram, Pinterest or Facebook. Perhaps that content is also the subject of a blog that lives on an influencer’s site and the brand’s site. And it most certainly means that some form of paid media is applied in order to get that content out to the largest group of consumers.
The point here is that content should be amplified a variety of ways to ensure the consumer sees it and understands it. The competition for the consumer’s attention is so intense, that brands today must reach them multiple ways – via media, social and their own brand websites.
This also means that the content needs to be refined to meet the needs of each of these channels. So while you may have the same image of a kitchen, for example, you would provide more details in a blog, share a video on Instagram, and pitch “what’s new” to an editor.
This content matrix can seem overwhelming to some, but we’re here to help navigate where your message lives and how to ensure it’s seen by as many of your target end users as possible. After all, it’s what we do.