If personalization isn’t driving your PR strategy, revisit your goals, metrics and customer data.
Consumers today expect brand experiences to be designed just for them, and the real-time data available today helps PR professionals deliver unique messages to a micro-targeted audience. Here are a few ways you can bring personalization to your PR programs:
Apps. Chatbots and branded apps certainly create personalized engagement, delivering the convenience and custom content that drives deep connections. Yet good PR is also about amplifying a brand’s message, so you tap into partner apps. Younger consumers are moving away from large, public-facing social media platforms and turning to interest-driven apps. For example, instead of joining a Facebook group for runners or diabetics, today’s consumers prefer the personalized experience of Nike’s Running Club app or Diabetes Pal. These kinds of apps desperately need expert content. Identifying the right partners to share your clients’ content will be crucial to creating personalized connections, amplifying brand reach and, ultimately, driving calls to action.