I’ve often said “We don’t all need to be on TikTok!” as a way to explain how important it is for organizations to choose the social media platforms where their key audiences live, work, and play most often (and this was before their recent troubles😒).
If you’re creating content and engaging in a channel just because someone at the company feels it’s sexy, trendy or fun, but it’s draining resources and resulting in very little (which you know because you’ve seen the data), it’s likely time to revise your strategy.
Perceived “must-haves” drain budgets, sap energy and spread folks way too thin. A strategic communications approach that relies on a structured framework to uncover the real impact of your organization’s public relations efforts — and considers the input and views of a range of people — can make all the difference between one-off hits and long-term, sustainable success.
Are you taking steps to ensure your communications strategy includes channels that are in alignment with your organization’s business goals and audience needs?
I hope you’re managing these tough conversations well inside your company or with clients. It’s not always easy to steer the focus away from the latest trends and viral moments, but it’s crucial that communications professionals guide leaders and teams to a more strategic approach.
I’m passionate about connecting with PR pros to discuss topics like this. Check out this video where I sit down for a conversation with Propel PRM to discuss the power of a communications strategy backed by authentic messaging.