The word “agile” is popping up everywhere these days. Marketers have agile marketing. Engineers have agile management. And now, PR professionals have agile engagement.
What is agile engagement?
It may sound like a buzzword, but the concept of agility is extremely important to your future PR success. PR Newswire defines agile engagement as the process of continually “listening, acting, reacting and reviewing” audience engagement across all your media channels – paid (such as advertisements), earned (social sharing, word of mouth), and owned (content that your brand creates).
The cycles of agile engagement
According to PR Newswire, agile engagement has six ongoing cycles:
- Listening and analysis. Monitor the conversations happening about your brand and your industry, both online and offline, to develop your strategy.
- Content creation and curation. Create and curate high-value content to amplify paid media campaigns and help you gain coveted earned media.
- Audience targeting. Identify and engage key influencers, such as bloggers, journalists, and brand evangelists.
- Message distribution. Distribute your message across all your brand’s channels.
- Engage and interact. Listen and respond to the buzz and conversations created by your message. You can’t control the conversation, but you can shape it by participating in a way that’s knowledgable, caring, and human.
- Measurement. Establish your success metrics in advance, and measure your campaign against them.
This infographic explains the cycles of of agile engagement nicely:
For additional reading, check out PR Newswire’s free whitepaper, The Dawn of Agile Engagement.
Do you use agile engagement in your organization? Please share your experience in the comments.
If your press releases don’t include video, here’s a persuasive reason to start adding it to your media pitches pronto: according to Pressfeed’s 2012 Online Newsroom Survey, three out of four journalists say they want press releases to include video.
The survey also revealed that just 43% of PR professionals think video is important to journalists, and only 26% thought access images were important or very important to journalists.
The Pressfeed survey showed a number of disconnects between what PR pro’s think journalists want, and what journalists actually want. The main takeaway? Journalists are looking for more multimedia–on your website as well as in your press releases.
Check out the full infographic below.
The popularity of infographic press releases is on the rise, and for good reason. A well-done infographic is eye-catching and engaging, and, unlike traditional text releases, it tells your story almost instantly, offering a crucial advantage in the constant battle for your customers’ attention.
Infographics offer more information and detail than photographs, and convey it more quickly than videos. They are especially good at conveying complex data and statistics, original research or when you’re catering to a multi-lingual audience.
According to a study last year by PRNewswire, press releases that included multimedia content garnered significantly more views (up to 77% more) than those that didn’t.
So what makes a good infographic release? When telling your story visually, there are three main things to keep in mind:
- Keep it meaningful. This really should go without saying, but we’ll say it anyway – if you don’t have a really great story to tell, one that will be meaningful to your audience, not just tout your brand, then you shouldn’t be writing a press release.
- Keep it relevant. No amount of beautiful design will help you if your audience isn’t interested in your story.
- Keep it concise. Attention spans are short. Respect your readers’ time by keeping your story clear and concise.
Here are a couple of examples:
source: PR Newswire
source: PR Newswire
Have you ever tried an infographic release? What were your results?