There’s no question that at the root of PR is good, authentic storytelling. Stories help us connect and build meaningful relationships with audiences and the media. With that in mind, traditional storytelling tactics won’t always get you the results you need. Audiences, especially millennials, are more invested in moments and experiences than ever before. Creating experiences is a natural extension of storytelling, which means PR practitioners need to be aware and know how to craft genuine moments. Audiences want to feel something, which means bringing the message of your campaign to life has never been more important. Here are a few dependable PR tactics that you can use to build that experience:
Not all experiences have to be in-person interactions. Content marketing is a great way to make your audience relate to something, depending on how you write it and where you put it. When writing a content marketing piece, keep in mind what the audience is getting out of it. Why should they read it? What experience will it create for them? Having a call to action is a great way to motivate readers to further engage with your client or brand by building content around a key takeaway for them. Also, guest commentary from an influencer or an actual consumer can be a great way to make your content more relatable.
Social media is one of the best ways to engage with an audience by incorporating more experiential tactics. Each platform has functions that allow interactivity, whether that be through comments, replies, polls, sharing, etc. These functions may be overlooked when it comes to creating experiences but if done in a thoughtful and strategic way they can really enhance an experiential campaign. Additionally, these interactive functions can be a great tool for receiving direct feedback from your audience. Responding to and interacting with followers will ensure that they feel listened to and see your client or brand as trustworthy.
Creating an engaging experience isn’t just something to consider for audiences, but also the media. Securing media placement can be challenging, considering reporters receive hundreds of pitches every single day. When pitching, the best way to garner interest from a reporter is to paint a clear picture of the story you’re trying to tell. Pitching is an incredibly important aspect of PR, which makes it even more important to strategize new and creative ways to convince a reporter to tell your story. Don’t simply invite the media to see your story, let them be a part of it. Create a moment for them so they are more likely to communicate that experience to audiences.
Of course, experiential PR is not always the answer. Traditional practices will still be successful and handy depending on the specific campaign. It’s important to be strategic and creative, and know when it’s appropriate to use certain tactics. Don’t try to create inorganic experiences, but rather be authentic and clearly communicate what your client or brand wants audiences to feel. When done thoughtfully, experiential PR can be a great way to give your client or brand the coverage and attention they deserve.
Related Articles:content marketing, Media Relations, public relations, Social Media
This post was written by Alexa Vecchione