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Media Relations Trends To Watch In 2021

  To call 2020 unique would be the understatement of the century. The COVID-19 pandemic and the ensuing economic crisis changed how people live and how industries operate. Media and media relations was no exception. 2021 PR trends While some of the latest developments have been brewing for a while in response to the internet revolution, many are the direct result of reactions to the pandemic. Here are 10 developments all media relations pros should track: 1. The click is king . As most print media outlets are now operating online, a story’s importance is now based on how many clicks and shares it gets. Do more clicks and shares mean the story is more relevant? Maybe, maybe not. But it is now how a journalist’s success is measured at most outlets today. 2. Remote interviews are the new norm . Remote interviews for TV and online media outlets have always been done, but were never preferred and usually reserved for important news sources. With social distancing in place, it was now necess

Tips To Optimize Videos for Social Media

Most social media managers know they must incorporate visual content into their plans. Dynamic videos and video clips are increasingly becoming part of this strategy, too. Now, 81% of businesses use video as a marketing tool—up from 63% the previous year—according to  HubSpot . With video content becoming an integral part of an organization’s overall marketing strategy, it’s more important than ever to make sure it’s executed seamlessly, professionally and in a way that will drive a return on investment. Image source: Capterra Although the social media world is ever-changing and requires innovation and experimentation daily, social media managers and corporate video editors can keep in mind a few best practices to drive results, foster engagement and increase followers. Here are four for managing video content marketing for Avid’s LinkedIn, Facebook, Instagram and Twitter accounts: Hire a social media manager/marketer here! Optimize for mobile.    Brightcove’s Global Video Index  found

Covid19: Digital PR skills necessary for PR Pros survival

COVID-19 has imposed on PR pros a retreat of sorts, and with many clients dormant, an opportunity arises for recalibrating and refreshing extant skills and cultivating new processes. Isaac Newton purportedly invented calculus and solved the riddle of gravity in the mid-1600s as he left Trinity College for his family’s estate in the country to escape the bubonic plague. The tale implies that in the COVID-19 world, the rest of us should achieve great things in isolation. In other words: “Get to work, Lazy! Stop binge-watching Netflix!” Well, most of us aren’t Newton, and as the  The New Yorker   notes, Newton was already working on calculus, gravity and other revolutions before the plague. Newton didn’t invent or discover anything  because  of his isolation, but he did make great use of his time.  As many of us have lost clients—health clubs, restaurants, auto manufacturers, hotels—and can no longer host or attend events, we can use this time to update our skills.

Major Digital Marketing Trends Redefining Retail Banking

Financial marketers will have to make the customer experience their number one priority if they hope to beat back the fintech threat. Traditional banking providers will need the right resources — a combination of both talent and bigger budgetary investments — to leverage data and personalize the customer journey, otherwise, fintech challengers could win consumers' hearts... for good. Can traditional financial institutions rise to the challenge and pull it off? A study from Adobe and eConsultancy shows that senior-level decision-makers in the banking industry have finally woken up to the threat that fintechs represent, and now concede that everything today — from marketing to the customer experience — revolves around digital channels. According to a study from Adobe, the proportion of financial services companies that viewed themselves as advanced in terms of digital maturity nearly tripled from 7% in 2016 to 19% last year. That’s a huge improvement, but there’s still work t

5 big mistakes financial marketers make in digital channels

Banking providers continue to struggle with digital marketing — everything from how much budget to allocate to digital channels and how results should be measured. The Financial Brand asked digital marketing experts in the banking industry what they see as the biggest mistakes financial marketers make most often. Facebook, LinkedIn and Twitter icons Mistake #1: Taking the Same Approach on Every Channel Facebook, Twitter, LinkedIn and YouTube are all radically different social media platforms, each with its own norms. The same thing applies to traditional media channels — TV, radio, billboards, direct mail, etc. Each has a different strength that will have different appeal to specific and unique segments of the audience. There are times that the message and/or campaign objective lends itself perfectly to one channel (or more), while other channels might be completely inappropriate or ineffective. But banks and credit unions will frequently lump multiple channels together (e.g

How Financial coys use digital marketing to gain consumers

As consumers increasingly manage their daily lives digitally, financial marketers must find new ways to reach them through online and mobile channels. Research from Mintel shows that the leading financial firms are increasingly investing in digital advertising that can support more personalized messaging. Yet many other institutions remain stuck in traditional spending habits. The majority of financial institutions did not reduce their broadcast and offline marketing budgets over the last 12 months, according to the Digital Banking Report. As in 2017, 34% of financial institutions allocated 50% or more of their media budgets to traditional media. As was the case last year, there was a lack of commitment to digital channels, with only 15% of organizations committing more than 50% of their budgets to online media, compared to 14% in 2017. Similarly, virtually no bank or credit union committed more than 40% of their budget to mobile marketing, with only 2% of organizations commi