As the world prepares to ring in a new decade, Stern Strategy Group reflected on the significant shifts that impacted our world in big ways. The consensus? Public relations and marketing look a lot different today than they did in 2010. Here are just a few of our ruminations.
On Media Relations
Political news reshaped the media landscape in ways no one could have predicted. It became almost unrecognizable. Operating effectively in this environment and generating media coverage for our clients required that we rethink media relations strategy and approach pitching in an entirely different way. We had to keep pace with a news cycle that was constantly in “breaking news” mode. — Ned Ward, Senior Vice President
Twitter (and social media in general) has transformed the way news and its fake counterpart are disseminated. It also, though, has presented us with unprecedented access to journalists’ thinking, process, etc. Prior to Twitter, one would need to do extensive research on a reporter to get even a cursory understanding of their professional style. Now, just by scrolling through reporters’ feeds, you can get a sense of their personalities, what they are interested in – both professionally and personally – and whether they are currently looking for sources. For all its faults, Twitter has become an invaluable tool to build/begin relationships with journalists. — Taylor Fenske, Senior Supervisor
On Social Media
Beyond its role in media relations, social media itself has made major moves. Specifically, the more recent shifts in social media algorithms have increased the need for social ad campaigns. There’s no way to guarantee target audiences will see organic posts; paid campaigns work to skew that. That said, social media influencers have also changed the way products are promoted. — Justine Strzepek, Assistant Associate
A decade ago, few if any people knew what a podcast was, let alone had the means or know-how to download one (and forget about producing one). Thanks to smart phones and ever-advancing technology, podcasts have become an accessible medium for an on-demand generation, and they’re continuing to grow in reach and popularity. With 700,000 known podcasts on iTunes to date, you can find of a show (or two) on virtually any topic imaginable, which makes podcasts an ideal medium for niche audiences – and a dream platform for brands working to build connections with their audiences. — Tara Baumgarten, Senior Vice President
The pace of change will only quicken as we head into 2020. What changes have you seen in PR and marketing over the last 10 years? How have they impacted your brand?