5 new ways to tell your brand story
In the new digital media economy, the traditional press release doesn’t get the traction you need to dominate your field. Here are some other ways to make headlines.
The digital era has transformed how PR pros must tell their stories.
In 2012, Coca-Cola declared that it was on a mission to “kill the press release” by 2015 and launched an ambitious brand journalism project to tell its own story. The result was Coca-Cola Journey, which transformed the company’s corporate website into a dynamic digital magazine and owned media channel that “makes (and sometimes breaks) Coca-Cola news.” While cutting down on press releases and corporate speak, Coca-Cola has managed to significantly boost its media coverage—and more importantly its audience engagement.
This example highlights how PR professionals need to fundamentally rethink the way they tell their stories. What methods can communicators use to ensure that their stories are not only heard, but also felt?
1. Get radical with video.
By 2021, video is expected to account for an astonishing 80 percent of consumer internet traffic; every second almost 17,000 hours of video content will cross the network. With this in mind, PR professionals must go beyond simply sharing videos on social media channels.
Become a Ragan Insider member to read this article and all other archived content.Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.