Editorial coverage has long been the gold standard of PR. Whether printed or online, features in a newspaper, magazine or trade publication have always carried huge value. But as technology has broadened the channels through which we consume media, there have become many more ways for brands to amplify their message to the right audience.
At a time when customers seek authenticity, credibility and purpose beyond profit from companies (perhaps more than ever), hearing directly from a brand representative is a vital part of a comprehensive PR strategy.
This can take many forms: a live panel discussion at an event or expo; appearing on a podcast; a conference keynote; or interview-based social media content perhaps.
Consumer appetite
With lifestyles evolving and demands on our attention increasing, the way audiences consume media has changed. There are still many people who will seek out research papers and long-form articles about subjects of interest, particularly when it comes to buying decisions at work. But for others, podcasts are now an essential source of information and entertainment – Edison Research found more than half of adults in the UK had listened to a podcast within the past month when they conducted their UK Podcast Consumer Survey. Alongside this, 65% of people report watching social media news videos at least once a week, according to The Reuters Institute.
This shift in consumer appetite (and the additional ways people are now exposed to brands) has also triggered many extra opportunities for switched-on companies to secure visibility for themselves. And the result when it comes to building credibility, trust and influence? Well, there’s nothing quite like hearing it directly from the horse’s mouth. That is, if the horse is a senior leader, and they’re delivering their messaging concisely, ensuring their listeners learn something, are entertained, or (best of all) a mix of both.
A person behind the product
Interviews and speeches enable leaders to explain the thinking behind a decision, demonstrate expertise and, more than that, inject personality and showcase their passion for a topic. Rather than seeing a faceless brand, the audience sees a real person in front of them – talking with confidence, authority and knowledge about a message which is likely to connect with them (if the opportunity has been carefully researched to ensure it has the right audience for the business).
This is particularly important in crowded sectors where products and services can often look similar on paper. The differential between them choosing you or your competitor may be a compelling podcast episode where you spoke about the company’s values, a riveting speech you gave about a new trend within the industry, or the interview where you shared your reasons for launching the business. And the research backs this up: Edelman and LinkedIn found three quarters of decision makers had researched a product or service they hadn’t previously been considering, as a result of thought leadership shared by the company.
And there’s more…
Speeches can become the basis of PR content reproduced in different formats. Guides, social media posts and articles may all stem from an original idea shared during a keynote, for example, meaning the value remains long after the audience have finished listening.
And they can also lead to more opportunities, with journalists often returning to trusted experts for future stories. Conference attendees may remember you when it comes to them needing a partner for their own event. And many production teams now want to know about your previous experience before booking you to appear on a podcast or similar.
Importantly, interviewing and speaking engagements help shape industry conversations, giving your brand the opportunity to introduce an emerging issue, share lessons learned and influence the direction of debate.
Of course, saying yes to every invitation is not a viable strategy – each should be considered to see if it’s the right fit. Equally, it may not be your founder or CEO who becomes your ‘speaking star’. If there’s someone else within the leadership team who is more confident on camera, able to deflect any tricky questions with ease, and is excellent at building rapport with audiences – then by all means, they should be the one put forward when there’s an opportunity on offer.
In no way should businesses be shunning print and digital media coverage in favour of speeches and interviews. But adding them all into the mix, and providing a comprehensive output of valuable content across all channels is a great recipe to build awareness, strengthen your reputation, and support long-term business growth.
Want to find out more about developing a PR strategy which combines speaking and interview opportunities with thought leadership, breaking news and much more? At Make More Noise, we’re here to do exactly that – help you ‘make more noise’ about your business, using a mix of media channels. Do get in touch to find out more!
