2018 is here, and we're digging into what look to be some of the biggest trends that will affect PR practitioners this year. In this installment, we'll look at 4 major trends in earned media:
- Press Releases Continue Their Slow Demise
- The venerable press release continues its decline into irrelevancy. While companies may be publishing more of these than ever, their impact continues to lessen every year.
- Solution: Stop doing these and create your own content!
- Hyper-Segmentation of News Means Hyper-Segmentation of PR
- Society and social media have created hyper-focused segmentation of the audience. PR must adapt to realize that no one audience exists any longer; brands and clients instead address dozens or hundreds of micro-audiences in their communications.
- Solution: Become proficient at hyper segmentation and distributing your news to just the people who care
- Reputation Is Brand
- The Fall of Heroes
- The nature of a perpetually-online world means radical transparency, which in turn means disastrous reputational damage is a tap of a video button on a smartphone away.
- Solution: Vet the daylights out of everyone in your company who is public facing and especially paid spokespeople and influencers
- Destruction of Trust
- The Fake News phenomenon and overall decline of institutions that were trusted
- Where is trust moving to?
- Solution: Own your audience and focus on transparency, trust building, and real relationship building
Stay tuned as we look next at owned media in this series!Christopher S. PennVice President, Marketing Technology[cta]
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
