Celebrating Ten Years of JBH with Ten Stand-out digital PR campaigns
30 / 03 / 20
Without seeming tone-deaf to the state of the world right now, how can PRs and marketers create content that will resonate with journalists at this time?
In our webinar on April 1st, JBH Co-Founder, Jane Hunt and I will discuss these challenges that we’re facing and highlight some of the ways you can adapt your strategy to help your brand cut through the corona-chatter.
Even if you’re having difficulty coming up with a way for your brand to offer helpful and relevant content during the pandemic; don’t put your PR activity on hold. I’ve put together a list of four free research tools so you can discover which additional topics are relevant to your brand.
But first, let’s take a look at the state of play:
Google Trends is showing an uplift in searches for positive news. Audiences are obviously looking for uplifting and feel-good stories as an antidote to news about the virus.
Many journalists are tweeting their pleas for lighthearted news stories, so help them out and drop something that’ll make them smile into their inbox.
— Felicity Cross (@fliccross) March 17, 2020
Before you start, ask yourself: What else can you talk about? What else is your client or brand an authority on? What expertise do you have?
Use ‘Answer the Public’ to give you an idea of what people are searching for or talking about around your topic.
For example, if you’re a fitness brand such as a gym or athleisure brand you could look at [indoor exercise] as your topic:
From this, you could create content and a pitch around:
Use Google Trends and see what topics (that are relevant to your area of interest) are spiking in interest. These are some of the interesting spikes we have seen over the past couple of weeks.
Maybe people are dusting off their indoor exercise equipment and looking for the best way to use them?
Could your brand create content about:
How to Wash Produce
If you’re a food brand, people are searching about how to wash fruit and veg – why not put together:
Use a browser extension like keywords everywhere (free) to see what other things you could be commenting on:
[How to wash produce]
We know there has been a spike in interest from Google Trends (above) but there is already quite a lot of content online about this, so what ELSE are people searching for that this food brand can comment on?
Here we can see that there are many searches about washing lettuce with vinegar which is supposed to extend its shelf life – so why not put together some content around extending the shelf life of the food people already have in the fridge.
This is the data that nobody else has so use it! See what your own customers are looking at the most on your website (over the last 7, 30 or even 90 days) and create content around those already popular topics.
Four of the most popular recipes for this food brand contain pasta, so why not create:
Only around two weeks ago the press was talking about the remotest places in the uk to visit to get away from the Coronavirus – now you wouldn’t dream of doing this based on the latest government advice.
Take a look at the following resources:
If you’re still feeling very nervous and unsure IF and HOW to continue PR activity then give us a call on 0330 995 0830 or email email@example.com and we’d be happy to help – even if it’s just for a chat or to discuss any ideas. Our door is always open….