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.

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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.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.