From B2B to B2C, B2C to B2B and B2B to B2B marketing is the #1 trend. We’re shifting from this consumer-centric to a business-centric marketing approach, even in B2B marketing. What we know is the consumers are out there, they want to know about our products, services, brand and are actively telling their friends about our brands. We need to invest in telling our story.
How are campaign management tools changing the way a publicist handles the demands of PR today?
It is harder to maintain your energy. I used to be an organized person; I used to be organized about everything including my food, home and everything that I do. I need to be organized about everything and now I am not that person.
At the beginning, I used to do it all by myself but now I have three of us doing it together so it is even more of a challenge for me to make it happen. Now I have to depend on them and take some of the load off my shoulders.
How can the traditional print and TV/radio approach be adapted for social media and digital marketing?
I always tell people that they should be showing, not telling.
We do a lot of TV, radio, print, web and billboards and some traditional outreach but I tell people it should always be about storytelling. If you can tell a story in 140 characters, tell it.
How should people utilize entertainment strategies to become PR professionals?
We are dealing with a different population. They are different than regular consumers, who want to know about who you are and what you are doing. The things that used to sell in an ad are now driven by social media, which means they have to be a part of that experience. It is no longer the equivalent of putting an ad in a newspaper. They don’t need to look at it in the newspaper. We need to get people to engage with us on a different platform. Entertainment is a huge part of this strategy because it engages them in a fun and exciting way. People love to go to concerts and go see movies and read entertainment magazines. They love to be entertained. Entertainment is part of the strategy because it helps people connect with our brand.
How can social media be used in a PR campaign?
It is a great tool and people should utilize it in a PR campaign. It is all about telling the right stories. Tell the story of your product and tell the story of your company. Every story should start with who we are and what we do and why you need our product or service. Tell a good story. Tell them about the service or the products or the solutions we have.
Where do people often get the wrong information from?
They read whatever pops up into their news feed. It doesn’t matter if it is true or not. You know it can’t be true if you see it in your news feed. So they look for what is trending, what is in their news feed. Sometimes you just need to close your eyes and trust what you see. It can be so negative and scary. I really try not to pay attention to it unless it is something that makes me take action.
Should the marketing development strategy be adjusted for the millennial population?
I don’t think there is any improvement because the internet has only affected the average person so much. For example, I was born in 1982 and the difference between then and now is unbelievable.
Have you ever thought about doing PR as a career?
I mean technology and media have changed so much and it has made the information so much easier to access. The majority of people that are reading the news or getting information online are from Generation X and Generation Y. The differences are massive.
So, how can PR professionals encourage millennials to become PR professionals?
Be the example.