Top PR Strategies That Do Not Include Appearing In Forbes!

Industry Changes Costly For Unprepared Entrepreneurs

Major changes in consumer behavior these past years is affecting the way people buy. Influencing purchasing decisions with PR is therefore changing too and unprepared entrepreneurs will spend their PR money in the wrong places.

More Integrity and Authenticity

Consumer awareness is rising together with an expectation for companies to display a higher level of integrity. Consumers are disillusioned and don’t want to be fooled anymore. A good example is the decision to eradicate a well-known but much-criticized company name to avoid further bashing as recently related by USA Today.

It comes as no surprise that people are putting the most trust in others they know. A Nielsen study from 2015 already showed that the top four most-trusted sources of advertising were: people you know, branded sites, editorial sites, and reviews. A good example is influence marketing, meaning when a company’s PR strategy includes endorsing people that have a large audience of ‘followers.’

Companies recognizing that people want to relate to people, know testimonials and reviews remain a crucial way to build goodwill.

Another major change is the way content is consumed. Statistics clearly point out a steady increase in video and audio listenership.

Videos and Podcasts

According to Cisco,  online videos will make up more than 80% of all consumer internet traffic by 2020 while Forbes stated already back in 2017 that video helps 90% of customers make buying decisions while seeing a video makes 64% of customers more likely to buy.

In addition, a study published by Edison Research shows 67 million Americans listen to podcasts monthly, up 14 percent in one year, while an estimated 42 million listen to podcasts weekly. That represents 15 percent of the total US population.

Worth noting for entrepreneurs is the relative affluence of podcast listeners, opening opportunities for different PR strategies such as podcast creation, sponsoring and interviews.

Entrepreneurs have to take into account these trends when defining their PR strategy or they’re wasting their time, money and energy.

As always, successful entrepreneurs will strive to build an authentic relationship with their customers based on quality products and services. Public relation strategies to build trust triggers and increase client base should then be well targeted and tailored to real needs.

Giroday International positions coaches and entrepreneurs as leaders in their field using innovative PR strategies to boost both visibility and credibility.

A long-time journalist, Giroday regularly contributes to various renowned media. She is also talk show host at Business Innovators Radio.

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