Touchdown Takes The Stage At PRSA International Conference
By Emily Gallagher, Executive Vice President
This year, Austin, Texas – where Touchdown’s US office is based – was the backdrop for the Public Relations Society of Americas’ International Conference. I was excited to be invited to sit on a panel at the event, which discussed how PR can be used to maximise owned media.
The session was very interactive, with PR professionals – both in-house and agency – asking a wide variety of questions. The discussion centred around the idea that owned media – such as company blogs, websites, newsletters or publications – is an important and often underestimated tool within a company’s communications arsenal, particularly if aligned with company social media and PR campaigns.
However, the content on these owned media channels cannot be self-serving. Organisations should try to create educational content that informs potential customers and target readers about issues that matter to them and you. For example, if you are a cybersecurity company, and you create a blog that informs CISOs and security professionals about the latest data breaches, you will begin to draw in your target audience and position yourself as a genuine and useful thought leader within the space.
The PRSA conference in itself was a great event and it was exciting to see so many PR and comms professionals, from lots of different verticals, under one roof. I noticed two key themes that came up throughout the event:
- Content is still king – the PR and media industries remain in a state of major change. Traditional media has come under immense pressure in recent years and there are more ways for people to discover content through today’s digital channels, such as social media. Communications professionals must change their strategy to focus on content creation: bylines, LinkedIn posts and topical company blogs – all amplified by social media – have become an extremely valuable way to communicate with target audiences
- Metrics and measurement – Rather than focusing purely on the volume of coverage, results should instead be boiled down to a few key factors including website referrals, share of voice and, of increasing importance, message resonance. It is important that coverage conveys the brand’s message and tone, and reaches the desired audience. A singular on-message article placed in a great publication is better than five random pieces that do not reach the target audience
The event highlighted the exciting state of change that the PR world is in. Here at Touchdown, we are embracing these new ways of working to help our clients create valuable owned media stories that reach their target audiences.