To say that 2020 is an interesting year is a gross understatement. It turned our lives around and forced most of us to adapt to unexpected change, fast.
And not counting the ones in obvious industries like healthcare, businesses are probably one of the most sorely hit by the pandemic.
Limited operations, supply chain issues, and logistical constraints pervade today’s economic climate. Suddenly, tried-and-testing marketing practices like launch parties and big events just aren’t feasible anymore. Because of this, countless PR campaigns have been put in limbo.
If your brand used to bank on PR events to launch its products and services, you’re now likely scrambling for an all-digital approach that will give you comparable results. But you know what? The potential of digital PR is limitless. If you’re worried that the lack of traditional events will hurt your brand, think again.
Embracing Digital PR
These days, everyone and everything is going virtual: from launches that purely rely on elaborate digital campaigns to showcasing products through live streaming channels.
Needless to say, live person-to-person PR outreach and grand “physical” events won’t be coming back anytime soon. But this doesn’t have to be a bad thing! In fact, the shift towards remote campaigns presents unique opportunities that your brand could take advantage of:
1. You’re reaching a wider audience
This is the biggest benefit of having all-digital PR events this year. In fact, for this very same reason, some would even argue that PR events should’ve been online affairs all along.
Grand events and conventions in large halls are great, but they come with a lot of logistical issues especially on the attendees’ part. Plane tickets, hotel reservations, and other travel arrangements are necessary when you have to pool people from all over the country in one place. Such is not the case with online PR events.
PR events via Zoom (or any other conferencing/streaming platform) give you the ability to reach a wider audience. Many companies who want to go from local to global are enjoying the fact that they can now invite international influencers and media people without having to deal with a lot of extra costs.
Attendees who otherwise wouldn’t be able to free up time for a multi-day event can now participate from within the confines of their home, even if it’s just for a few hours.
That said, if you’ve been thinking about expanding your reach, now is the perfect time to do it. No one will bat an eyelash or think that you’re doing PR events online just to cut costs. Feel free to be a little bit more liberal with your invites this year. With journalists, influencers, and other stakeholders being able to squeeze in multiple events per week because of the remote setup, there’s a high chance your invitation will not go unanswered.
2. Having a more controlled environment
Organizing online PR activities gives you the flexibility to design and execute your marketing strategies better. It’s way easier to control outcomes if you’re running a live presentation from your fully-equipped office as opposed to a crowded arena.
If you’re using pre-recorded videos as opposed to doing live streams, then that’s even more control on your part. Product demos and showcases are easier to ace when you go all-digital since you’re dealing with fewer external factors that are out of your control.
3. More channels to engage
When you pair your digital PR strategy with a solid social media plan, you’re opening up more opportunities to reach a wider audience. Making your mark on social media means you’re reaching far beyond just those who registered to attend your online PR event. Virtually anyone on the internet can now see your video demos and presentations. It’s an exceptional chance to power up your engagement machine and make a lasting impression on everyone who comes across your content.
All that being said, now’s a crucial time to refine your digital PR strategy and make sure that everything is in tiptop shape. Hiring an experienced and reliable digital PR agency that can assist you in crafting the best gameplan for your brand is definitely something you should consider. Once the pandemic is over, the market will likely return to its usual hyper-competitive and resource-intensive state. We wouldn’t let this opportunity pass if we were you.
Digital PR trends in 2020: Looking on the bright side