The Power of Leveraging Nontraditional Media in PR

By: Carrie-Lynn Tumlin, Public Relations Sr. Account Executive

In today’s media environment, relying exclusively on traditional media is no longer the most efficient or effective approach to reaching a target audience. At &Barr, we guide every client in understanding that the media landscape is constantly evolving and is no longer limited to the traditional print and broadcast outlets. As part of our media relations strategies, we incorporate influencers, podcasts, blogs and other mediums to share a client’s message and connect with their target audiences.

However, it’s important to understand how each nontraditional media outlet functions, aligns with our clients’ goals, and works in conjunction with traditional earned media. At &Barr, we strategically vet these outlets to ensure they are a strong fit for the brand, message, and desired outcome. Below, are key elements we consider when incorporating nontraditional media into our strategy:

Influencers

Working with social media influencers allows brands direct access to niche audiences who are highly engaged with those they are following, building authenticity, and relatability that a press release or local news story can’t always achieve. However, when selecting influencers, it’s vital to consider the authenticity, reputation, and communication style of an influencer to ensure a successful partnership. When vetting, we ask:

• Does this influencer align with the brand’s voice and values?
• Is their content respectful and appropriate to the audience we are trying to reach?
• How have they represented brands in the past?

Since working with an influencer often requires incorporating paid or complimentary services, it’s crucial to ensure the partnership aligns with the brand’s overall objectives and both parties are receiving content that works well for them.

Podcasts

With over half of the U.S. population listening to a podcast at least once a month, incorporating them into our PR strategy is an effective way to target hyper-focused audiences who are actively seeking to gain insight on specific subjects. The highly engaged audiences and no shortage of topics creates many opportunities to position your subject matter expert as a thought leader in an area where the listeners are already receptive to their message. It also offers a long-form opportunity that is more accessible than any other platform. Listeners can receive a message while they are driving to work, cleaning, or working out, reaching those who may not have time to watch the morning news or read the local newspaper. Also, because podcasts are longer in form and run on several platforms, they offer clients more of a national reach than traditional media.

However, because the podcast market is saturated, it’s essential to research before reaching out. Make sure the podcast accepts guest speakers, reaches the right geographic audience, and aligns with your brand’s voice.

Social Media

More and more consumers are turning to social media to get their daily news instead of reading a newspaper or tuning into the local radio station on the way to work. Because of this, both brands and media outlets are looking to social media to get their message out.

Now more than ever, media is resharing news stories on their social media channels to promote their work and meet their audiences where they are. They are also utilizing it for real-time reporting, allowing them to reach their audiences instantly, bypassing the time it takes to post online, print, or air on TV. Brands can capitalize on this by engaging with the content and sharing it on their channels to continue building credibility and trust amongst their audiences. Reporters striving to increase story engagement will often post their own stories on LinkedIn and other social media platforms, as well. Many times, their following is significant, allowing the message to reach even more people.

As the oldest, largest, independently owned agency in Florida, we help clients evaluate where their audiences are spending time and how they can harness nontraditional media to meet them there. As &Barr continues to leverage the power of nontraditional media techniques, we invite you to connect with us to help your company explore the many ways you can expand your media strategy and reach your target audience.