High-Lights: Our Tech PR POV

Transitioning to Content Development in the New Media Landscape

The media landscape has gone through drastic changes. Americans have an insatiable appetite for news, but newsrooms are facing a dilemma with reporters changing their beats to cover the growing crisis, to spikes in furloughs and layoffs which leaves reporters strapped for time. 

As PR practitioners, this dramatically impacts not only how we should be interacting with the media but how we add value to our clients. Part of that is acknowledging that reporters are incredibly busy and if you’re not adding true value – keep it moving. Another part is highlighting your client’s voice through owned and earned content. 

Below are three examples on how to effectively shift to content development in the “new normal.” 

Use LinkedIn as an Extension of Your Blog 

LinkedIn is the top network for professionals and professional development. Hootsuite reports that there are 675 million users on the social platform and LinkedIn has 15x more content impressions than job postings which means it’s a gold mine for content marketing. For thought leadership, consistent and quality content shared on the platform allows for them to showcase their credibility and smarts. LinkedIn and LinkedIn articles are an extended arm of your content plans and are an important part of a larger communications strategy that supports business goals. 

It’s important to approach LinkedIn strategically, so consider implementing the following before you post. 

    1. Social Audit – how is your content resonating on LinkedIn? What kind of content is performing the best? How are your competitors or notable brands performing? Where are the gaps between the two? 
    2. Channel Strategy – Does your LinkedIn content connect to and intersect with your website, blog and other social content? How can you use different channels to support a unified message and keep your target audience within your sphere of influence (ie move them between owned content networks)?
    3. Thought Leadership Platform – what can your thought leaders speak to? What does your audience want to hear about from those leaders? How often can you and the team commit to content? 
    4. Benchmark and Track Progresswhat are your goals for your LinkedIn efforts? How do those goals align with social metrics? What does success look like?

Shift to Byline Writing 

As mentioned earlier, many reporters are strapped and have a larger list of demands and pressures than they had before. They might be interested in your point of view but not have time to write. You can do that for them. This is a great time to pursue contributed content across publications to highlight top of mind topics and thought leaders’ perspectives. 

For the Highwire Healthcare team, this is something we’re really leaning into. Examples include: 

Think Critically about Announcements

Highwire dove into the topic of press releases vs. blog posts in a recent blog. There are many considerations here but it offers detailed guidance on what to consider when choosing a medium for company updates. 

As the state of the media landscape continues to shift, it’s important that we change with it. Take the time to consider your clients’ goals and match that with the reality of the media. What challenges are you facing in terms of coverage and content? Share with us below!