What is the podcast?
The Talking Points is a podcast produced and presented by Arik Hanson and Kevin Hunt where they broadcast relevant news and advice about public relations, corporate communications, social media and marketing.
Where will you find it?
You will find the link here in the resources blog post for this newsletter.
Why should you listen to this episode?
This podcast episode shines the spotlight on why PR people should incorporate paid media as part of their PR strategy. The podcast also highlights ideas for a behind-the-scenes video series and how blogging has changed.
In the episode , Hanson and Hunt speak to seasoned digital communications expert, Joshua Carter – Tunheim’s new Director of Digital & Social Marketing. Tunheim is a communications consulting company based in the US that helps companies with their PR, public affairs, digital and content work.
During their conversation, they talk about how important it is for PR pros to realise that organic growth alone isn’t enough on social media for brands. For example, all social media platforms collect a lot of data about their users, including demographics, education level, interests, hobbies and more. Therefore, investing in sponsored tweets or LinkedIn ad campaigns targeted at your niche audience might yield results.
They acknowledge that not that long ago, the advice across the Internet was for brands to create followings and generate awareness on social media organically. While that advice is still true, the new rule for PR now has changed. They emphasise that creative, relevant and engaging content is still important, but as a PR pro, you need to boost that content with some paid media budget if you want your messages to go viral.
Carter gives a fascinating insight into how the lack of control afforded by traditional PR has led to the advent of paid PR over time. Unlike traditional PR, with paid PR one can exercise greater control over the content that is carried about their brand. How? Well, you pay for it.
Joshua Carter – Director of Digital & Social Marketing, Tunheim
The main lesson to be drawn from this episode is that every social platform is made profitable through advertising. For example, social networks utilise user information to serve highly relevant advertisements based on interactions within a specific platform. In many instances, when target market aligns with the user demographics of a social platform, paid social can provide huge increases in conversions and sales with lower costs.
Now that user levels have reached massive proportions, channels like Twitter and LinkedIn expect you to pay to reach your ideal audiences. This new rule doesn’t mean you can’t grow organically, but if you want your message to be heard and your videos to be seen, you have to pay.
Some of the things that Carter says:
“Even if you don’t have an agency helping you with your paid media strategy, don’t wait to get in the game; start now by promoting one piece of content per month and grow from there as you see what your audience interacts with most.”
“When you’re spending cold hard cash to promote your content, being able to measure and evaluate your success suddenly becomes critically important. It’s one thing if you’re just creating content in a vacuum; it’s another when you start spending budget dollars to promote that content.”
“A critical component to keep in mind is to evaluate not just how many new followers or likes you are getting from your efforts, but who is following and liking your content. Are you getting influencers who can share your content with their circles?”
At MediaHQ, we are passionate about helping people maximise their media coverage. We have the contact details of every journalist, media outlet, producer and editor. If you’d like a demo on how to use the platform, email Gaye Gleeson on [email protected] or request your demo here.