No (PR) man is an island
The way in which people consume news and other content has changed dramatically over the years, driving a new customer experience. Many years ago, it used to be traditional methods such as TV, radio and print. In today’s digital age mobile, new apps and live streaming have taken over with smartphone news use rising to a record 46%, and publishers reporting the majority of traffic stems from mobile devices. However, while this is certainly the case for the UK, in Italy and Japan for example, TV is still the first way of accessing news.
In light of the recent Social Media Week, we take a look at how international media is consumed and why keeping an eye on trends all over the globe is vital in the world of communications today.
Traditional media relations vs. social media
In our digital-first environment it’s hard to believe that people still walk down to their local newsagent to grab a newspaper. The quickest way to find out news these days is by simply making a few taps on your mobile. Here in the UK, The Independent was the first national newspaper to go ‘online only’, determining that there were better revenue opportunities to be had by investing in a digital and mobile presence. Controversially, in other parts of the world, sales of newspapers have risen, for example in Latin America, Asia and the Middle East.
It’s important to understand the different channels used to consume news across the world. For example, with China’s Great Firewall blocking the likes of Facebook, Twitter and even Google, they have turned to use other platforms such as WeChat. With all these new types of media, PR consultants now need to be able to know what works best in different countries – for the right audience. Learning from mobile-first engagement by keeping an eye on brand engagement across different countries, but also understanding where more traditional outlets still carry weight, can help to feed into global communications.
The rise of in-the-moment experiences
SnapChat and Periscope are just two examples of in-app in the moment experiences. In the US, SnapChat is being used by brands to engage with consumers and music stars such as Jacob Whitesides are using Periscope for concert recordings to create more immersive experiences for fans. With the introduction to virtual reality, consumers will increasingly demand more captivating experiences in the way they consume content.
As a result of these new media, PR consultants need to think about how consumer demands are changing all over the world and whether campaigns could work internationally. These new social platforms, which offer live experiences, now help extend the reach of any event across the globe. Watching how other brands are using these media to their advantage across the world will help spark new inspiration and ideas and help us learn how best to approach social in different countries.
We work with global partners to plan, develop and execute PR and communications campaigns, discussing how we can approach an issue or key topic and make it work worldwide. At Brands2Life Global we draw on this international expertise for a variety of our clients. Read more about our partner network and how we offer a fully integrated international team for our clients.