focus content
focus content

Content that is marginally meaningful will have little or no role to play in the PR advancement of an organization. T

he media landscape is constantly evolving and challenging tried and tested PR methods.

This is the time for understanding content and shaping it.

Content has to be framed in a way that will have readers coming back for more. Content has to drive engagement by being focused.

A fresh perspective

The topic that has to be covered in content may not be the most exciting. Hence, an element can be added that will peak the readers’ interest.

For instance, if your business deals with office interiors , the pandemic will lead you to put a new perspective to working in traditional environments.

Create blogs on ‘Changing the office inside out’, add how bibliophilic elements will be beneficial.

Use analogy

Analogies successfully engage our pattern-accustomed brains. Analogies can support , explain and make a core idea more comprehensive. For example, GoPro has named its product Hero4.

This has been a strategy with exemplary strength. The customer becomes the hero who, like every hero, is trying to face a challenge. They are using a portable camera while surfing, river rafting or doing something equally valiant.

Dig deep

The surface level knowledge of a subject may not always suffice. Digging deeper can lead to fruitful recycling of ideas.

Active facebook and Twitter communities can be useful as qualitative studies. It might help to connect the dots between a business and end consumers. Such communities can also serve as an alternative source of consumer feedback.

Infographics

Infographics are important elements in the visual repertoire. They make content more interactive. They can be scattered throughout content for visual break up or there can be one noticeable infographic that summarizes the key points.

They make monotonous data and numbers look attractive. They also help to simplify complex content. Fashion, sports, art, and entertainment can be good sources for infographics.

Customer interviews

Customer interviews are extremely valuable as they provide insights into a business. Customers sharing authentic stories can also help to identify barriers to purchase and features that motivate customers. P&G had hired a researcher to interview customers on the benefits of using Febreze.

One homemaker had stated that using Febreze was tantamount to a little celebration after cleaning. The company added fragrance to a bottle of the product and displayed ads where women were spraying freshly made beds with it.The sales of the product had doubled in a couple of months.

Humanize

Content has to be memorable and relatable. Employees can also become brand promoters They can serve to be the face of an organization.

It will be effective to create a personal experience.

The Dove campaign for real beauty was successful for the brand as it carried a relevant message to reshape the notion of beauty.

It spoke to the socially conscious group among others and yielded positive results. It set off an international dialogue between women.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.