In this episode we delve into the world of Consumer PR with Bessie Hassan – Head of PR Australia at finder.com.au.
Listen here or download on iTunes
Finder compares everything from personal loans to pet insurance and Bessie is charged with engaging individuals on a topic that is not always top of mind – finance.
The trick – understanding the readers are just like ‘me’ – they want helpful advice in simple language.
We discuss some of the current buzzwords and what these mean for consumer PR professionals:
- Content Marketing: Brands need to be targeting audiences from all angles – video, facebook, blogs and the more the better. Experiment, look for ways to reach new audiences in new ways – and those ways are constantly changing.
- Thought leadership: This means coming out with an opinion but it needs to be genuine. Ultimately, it needs to be something that is different, that is going to change the industry you are working in.
- Influencer marketing: It needs to again, form part of an integrated approach. You want a genuine relationship that is well aligned and that will work in the long term.
- Creativity: To stand out you need to not be afraid to try something new.
- Brand purpose: Once you do have that clear purpose you are becoming a brand that customers and employees are not just buying, but are buying into, and that is how brands move to the next level.
- Measurement: creating a dashboard of metrics to show how PR is helping to achieve real business goals.
Bessie is an accomplished journalist and also shares some great lessons of her career journey.
In the news this episode I discuss a new report from the University of Southern California Annenberg Centre for Public Relations – the 2019 Relevance Report.
The Report is a compilation of contributed articles from leading industry academics and practitioners. Each article gives a snapshot of a trend or issue that is likely to impact the public relations profession in 2019.
The introduction is cleverly titled Fast Froward, playing on the ongoing pace of change the industry has experienced over the past 12 months. The report states that this change has been driven by five T’s. Technology, transformation, transgression, turmoil, and of course, Trump.
According to USC’s Global Communication Report – a report conducted in conjunction with the Holmes Report and discussed in Episode 3 – 75% of communications professionals believe this dramatic pace of change will continue well into the future.
“As the communications report becomes more complex, PR executives must become more sophisticated. Reading the USC Relevance Report is one way to do that.”
I recommend you download and have a read here