Funding, new customers and notable hires— they’re the announcements of PR teams’ dreams. But, while this kind of momentum is big news for companies themselves, it’s also happening for hundreds of other companies every single day. So, how can your team create buzz around exciting company news without relying solely on press release shares and announcement-focused news articles? That’s where thought leadership comes in.
As every business knows, it’s tough to make a sale if a customer never enters the proverbial sales funnel in the first place. This simple fact makes PR is worth its weight in gold for generating brand awareness and interest. While PR can’t guarantee sales, it does start interested parties down the path toward becoming customers. PR is the top level of the sales funnel, bringing potential customers closer to your brand by creating opportunities to become informed and invested.
In 2016, Facebook clashed with an army of fake news sources spreading false information across the social networking platform. While Facebook founder Mark Zuckerberg maintains that Facebook is not a news company, more than 60 percent of adults get their news from social media and the “trust factor” amongst friends augmented the virality of shocking stories with sensational headlines. Because 66 percent of people trust opinions posted online, the result of circulating fake news wreaked havoc on public opinion.
What would a new year be without a few trend predictions? In a profession driven, in part, by current events and news cycles, as well as new technology, 2017 is poised to be a pretty unpredictable year for marketing, but I asked our team to give it a shot. Here are our top three marketing trend predictions for 2017:
The new year is a perfect time to get a jumpstart on some of your goals — both in your personal life and in the office. Your PR resolutions may not have anything to do with running on a treadmill each morning, but they sure can be healthy for your overall success as a professional.
Much of what I learned about cameras and how to use them came well after school was finished, mostly just by searching online. I continued to rely on websites and forums to improve in motion design and later on in other disciplines. Don’t tell my employer, but a good portion of my first year on the job was spent Googling “how to <everything>.” Here’s to you, The Internet. One thing that became quickly apparent to me was that designers, filmmakers, mographers, photographers and other creative professionals are extremely generous with their time and expertise in helping out the next wave of rookies.