Today InkHouse issued a new eBook, “PR in The Age of [In]Attention,” which provides 11 steps for gaining the right kind of attention.
The tides are shifting and the impact is more tidal wave than gentle lapping at the shores of new territory. The job of PR today is more complex, faster paced, and more exciting than ever before. Lots of the rules have changed, in some respects old is new again when it comes to the tenets of good storytelling, and in others we’re cutting back brush and forging new trails.
1. Audiences are shifting: Every day, 10,000 people turn 65 and by 2025, millennials will comprise 75% of the workforce. Our nation will soon be a majority non-white country and by 2020, women will control 50% of high net-worth.
2. Mobile is changing our habits: 69% of global Internet usage took place on mobile in 2014 and we spend roughly 2.6 hours each day using the Internet on our mobile phones. What’s more, 80% of Americans will own smartphones by 2020 and already, 39 of the top 50 digital news sites get more traffic from mobile devices than desktop.
3. The Media is Being Transformed: Facebook reaches more people than free TV. Buzzfeed is the top news publisher on Facebook. Google is bigger than all newspapers and magazines combined when measured by ad sales and revenue. Netflix has more U.S. subscribers than HBO, YouTube reaches more 18-34 year olds than any cable network, and primetime is obsolete.
4. Social Media Gets Specific: Instagram is the most important social network to teens, even though Facebook is the most used. Twitter is the second most used social network by teens. But if you want to reach parents, Facebook it the place. In fact, Facebook is where you go to reach just about anyone these days. It drives one quarter of overall traffic and leads social traffic referrals. Even for Gawker, which has eschewed Facebook Instant Articles, it drives a full 25% of its traffic. Oh, and LinkedIn. Yes, LinkedIn! 1 out of 3 professionals on the planet are there and it’s more popular among U.S. adults than Twitter, so get publishing there!
We can’t expect audiences to come to us anymore – we have to find them where they live. We can’t expect reporters to dig into our stories anymore. They don’t have time. We can’t expect to speak our minds, and change them the next day. We can’t expect reporters to translate our marketing brochures into news. They don’t have the time or the interest. And we can’t rest on our campaigns from last year and assume those same strategies will work tomorrow. We have to be smart, agile and fast.
Our eBook outlines our philosophy about what makes for good media relations today. Below you can download “PR in The Age of [In]Attention” to learn more.
Beth is the CEO of InkHouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at InkHouse.