When a business has news to share, like a product launch, new location or other milestone, it can quickly nab a top spot in news feeds.
The resulting flow of content can help boost engagement on social media, leading to more web traffic, a growing audience and new business leads. However, the news cycle moves faster than ever and all good things come to an end eventually.
What happens when the news moves on?
You have two options: Continuously pitch your old news, with a new hook that aligns with current trends or go quiet until your next news announcement, losing momentum and attention.
The saying “No news is good news” is a myth. Without continuous media relations and social media upkeep, a business can fall out of the public eye—perhaps into obscurity.
Consider a startup. Its company launch got great coverage, resulting in a bump in followers and engagement on social media, and possibly interest from investors. In the following six to even 18 months the team toils away getting a great product ready to launch. Yet, when the time comes, their announcement goes into a void. While they were working on product, they weren’t getting any media coverage and their standing in the industry dropped.
Followers waned and engagement on social media dropped. Anyone checking out their website might wonder if they’re still in business.
No business is immune.
Businesses of all sizes can be hurt by a quiet news period. Even when there are no launches or new products, businesses need ongoing PR to continue contributing to the conversation to stay abreast of the competition and keep customers engaged.
The news cycle doesn’t end after a product launch: It’s only the beginning of that product’s journey in the news stream. After the launch, PR keeps the product in discussion with pitched and managed media reviews, as well as writing case studies that show demonstrate proof of the product. This content can engage the press and spark interviews for inclusions in industry articles, and the content can also be used on social media to engage audiences.
What to do
An effective PR program should keep your organization in the spotlight by positioning executives as experts to the media. You should also find award and presentation opportunities, as well as write and place editorial articles, which can all become pieces used to keep the conversation going on social media. Good PR pros can do it all: media relations, content writing, social media and more.
As an example of what PR success looks like, consider how autonomous vehicle Far-Infrared technology (FIR) pioneer AdaSky’s CEO Yakov Shaharabani discussed industry technology, as Mashable examined consumers’ fear for self-driving cars, even though its product had already launched and been on the market in 2017. Another example is how home automation provider Control4 highlighted the way its technology can enhance a historic home, with a case study about an installation in Chicago, in Kitchen & Bath Business magazine.
PR campaigns must be part of a continuous effort to support a company’s place in its industry or industries, grow its following and keep it top-of-mind for journalists, potential customers, investors and partners. With an active PR program in place, a business’s news gets the attention it deserves when it’s ready.
In times of crisis, a PR team is prepped to respond, act quickly and address the situation to minimize reputation damage and keep the positivity going. Without a PR program in place, a disaster can quickly go from bad to worse.
In the end, no news is just bad news.
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