One thing we are being asked a lot now is how to do PR during what is an unprecedented time. The answer is to keep your audience in mind, lead with value, offer solutions AND to pivot and adapt where you need to.
Some things have changed, but the fundamentals remain the same.
In some cases, the requirement to move to a more virtual model is leading to long term benefits. Take the events industry for example, clearly it’s one area where there has been a lot of adjustment recently. But by figuring out how to make it work like moving events online, many organisers can reach a bigger audience, and make it more beneficial for attendees, speakers and sponsors alike.
Online events are easier to make time for, easier to get to (via your laptop), and cheaper to attend. For speakers, virtual events are a great element of a PR strategy, as those benefits ring true for you too. Plus, events (whether in real life or online) are a fantastic way to increase your awareness, add value and reach a new audience. They are a strong networking opportunity and content used at events can feed into your wider PR and marketing strategy.
We’ve just taken part in Birmingham Tech Week where our founder Sian Gaskell hosted a session on how tech companies can harness the power and value of PR. As a tech-oriented agency, we are passionate about helping technology businesses to embrace and maximise the value of PR as they grow.
Events have been an integral element of PR campaigns we run for clients – but the face-to-face events are on hold for now. However, as brands navigate through this period, the need to network and engage with customers remains and online events in many guises – webinars, workshop sessions, and summits will take their place. The engagement is still real and in fact what we found from Birmingham Tech Week you end up with extended amplification and networking over Linkedin and other social media channels.
Watch Sian’s presentation on PR for Scale Ups.