Traditional earned media is more challenging than ever due to the evolving media landscape and changing dynamics of journalism. The rise of digital media and shifts in consumer behavior have led to a higher rate of journalist layoffs and closures of media outlets. As a result, PR professionals are reevaluating earned media strategies and adapting to alternative platforms to engage their target audiences effectively.

Here are some of the ways Allied is pivoting to create more robust Publicity programming:

Influencer Collaborations

• Traditional media waning in influence has led to us diversifying our outreach efforts.
• Influencer marketing has emerged as a powerful alternative, providing us the opportunity to collaborate with content creators to amplify brand messaging and reach broader audiences.
• Strategic alignment with influencers who resonate with the target demographic has proven effective in increasing brand visibility and engagement within specific audience segments.

Speaking Opportunities

• Speaking opportunities at industry conferences and panels have become a valuable avenue to establish thought leadership, foster relationships with stakeholders, and gain exposure to target audiences.
• We encourage participation in such engagements as it positions brands as industry experts and thought leaders, unlocking valuable media attention and recognition as leaders.

Podcasts

• We treat podcasts as traditional media to engage with target audiences and position brand spokespeople as leaders.
• We encourage brands to appear as guests on relevant podcasts as it allows brands to share expertise, connect directly with listeners, and gain exposure through a rapidly growing medium.
• Unlike traditional broadcast interviews, podcasts are long-form and allow for a more detailed explanation of topics, connecting audiences in a meaningful and immersive way.

Artificial Intelligence

• As PR professionals, Allied is also adapting to AI, providing advanced data analytics, personalized targeting capabilities, and valuable insights for strategic communications and media outreach.
• Further, our proprietary AI-powered tools provide further analysis of vast amounts of media data, offering actionable insights to tailor pitches, track industry trends, and gauge public sentiment. From personalized pitching to predictive analytics, our AI approach is transforming how to engage with the press, creating opportunities for more effective and targeted communication strategies amidst the rapidly changing media landscape.

Adaptability is a critical factor in the multifaceted world of PR and its evolving media landscape. Embracing a flexible approach and leveraging diverse channels are essential in effectively engaging target audiences. As the industry continues to evolve, it's important to reshape how brands connect with audiences in the digital era, recognizing the need for adaptability. Want to learn more about our approach? Get in touch.