A single tweet can by itself generate a multitude of press coverage. Undeniably, the “field” journalist is also investigating on Twitter, Instagram and others. Like his papers, his sources of information have become digital; they have become easy to contact and provide information that is accessible in real time. All this should raise questions about our own practices: communicators, have we changed our “press relations”?
Do you support (also) emerging brands?
Yesterday to ensure their press relations, the big brands generally turned to big reputable and prestigious agencies. Big brands only liked big brands. However, in recent years, agencies called "on a human scale" - the p'tites - and freelancers have succeeded in making a place for themselves within this installed system. Often created by formerly renowned agencies with a first base of loyal customers, young shoots start from the observation that the real challenge does not lie in the brands that are already influential but in the brands in the making. SMEs and startups are neglected by large agencies Press relations. This customer profile is considered to be of little benefit. This is a mistake because these companies make up the bulk of the economic fabric and require long-term communications investments. It's a godsend! The flexibility, proactivity and competitiveness of small structures make it possible to overturn the established order and bring out new practices in a close customer relationship. This precious trust helps to think outside the box and to innovate more and more thanks to influencer marketing actions.
Do you (really) talk to all the influencers?
On certain themes such as LifeStyle or even Mobility, it is sometimes difficult to differentiate journalists from influencers; especially since a journalist can be an influencer outside of his media and some influencers behave like journalists! The border between them is therefore increasingly thin. Like real communication channels, influencers are clearly the new generation of opinion leaders. Moreover according to the agency 1min30.com, an influencer is today " a person whose writings about a brand or product are likely to influence the behavior of a significant number of consumers. Modern version of opinion leader, influencers regularly express themselves on a subject and are identified as references in their field, or individuals having an intense social activity with communication skills. " That's good !
Do you think that your PR actions contribute (squarely) to the business?
Able to be true advertising ambassadors, influencers are now digital opinion leaders who exert their influence on consumer behavior. Seen as real experts, the proximity they maintain with their subscribers and the role of “advisers” they play allow brands to optimize their targeting. By maintaining a regular dialogue with their community, they allow brands to take advantage of this “strong link” and gain strong visibility with a committed collective. At the same time, press relations no longer stop solely at notoriety. They participate fully in the acquisition of new customers, and therefore to sales. Most communicators believe that press relations have a conative objective and can trigger the sale of products and services in an omnical communication strategy. The proof: the electric scooters owe their dazzling success to the media, influencers and internet users. Indeed, manufacturers - brands unknown to the general public - have made no massive advertising investment, however their products have become the subject of around 1 articles each month in 000 strongly relayed. A viral phenomenon which again testifies to the rise of digital technology.
While journalists are regularly invaded by emails, they are however rarely solicited by SMS or private messages via Twitter or LinkedIn. Conversely, influencers are mainly contacted via their social networks; but are approached very little by email. Each type of influencer has a corresponding prediction channel, which is rarely the most obvious. Small and large communicators, we must all adapt our approaches and continuously mobilize all our expertise to ensure the satisfaction of influencers as well as the achievement of communication objectives.
Opinion piece by Tiffany Novelli, media attaché at Schuss and publicity manager at Mayonnaise… and guest of the We Are COM team!
