By: Abby Cousineau
How public relations professionals can ensure their message is heard accurately.
We’ve all heard about fake news, and I’m not just talking about President Donald Trump’s statements here. There seems to be fake news everywhere we look, and sometimes it is really hard to decipher what is real and what is not. According to a Gallup poll published last year, American’s confidence in the media hit an all time low at 32 percent. This certainly is not the best news for public relations professionals who use earned media to communicate their messages. So what is a PR pro to do in this era of fake news?
Well, I stumbled across an article posted on Airfoil’s blog, which answered this question precisely! Here are four tips marketing and PR professionals should use to ensure their message is being heard accurately.
- Develop a content marketing strategy.
People are getting most of their information online now, so it only makes sense for businesses to develop an online presence. According to the article, “not only does this give your business the ability to better control the message, but developing and publishing content on owned sites allows for greater authority.”
- Don’t forget your target audience.
If your business exists in a highly specialized space, try pitching to trade publications. Don’t miss the opportunity to tell your story in a relatively safe space.
- Speaking opportunities.
“Securing speaking opportunities at events where your target audience is already assembled is a great way to engage with a captive audience and present a strong message without relying too heavily on more traditional media outlets.”
- Social media is key.
Keep all channels updated, establish clear goals for each platform and engage with your audience. You can also reach out to influencers who can help validate your message.
Fake news won’t likely go away, so finding ways to combat it is key for public relations professionals. The field of public relations is always changing, and although this is an exciting aspect of our work, it is also important to be smart and stay updated on evolving trends.
Abby Cousineau is a junior at EMU majoring in public relations and minoring in graphic design and marketing. Abby is currently serving her first year on EMU PRSSA E-Board as social media director. She was drawn to social media because it allows her to merge her passions of writing and design. You can usually find her outside any time the weather is nice, or exploring the Ann Arbor restaurant scene. Connect with Abby on Twitter @abcattt.