Top 5 Reasons You Need Broadcast in Your PR Strategy NOW
Today’s digital landscape has led to a drastic change in how investors and company executives consume news and information. Gone are the days when investors and decision-makers pored over newspaper and magazine articles to glean the latest tips and insights.
Sophisticated investors now demand instantaneous, concise, easy-to-absorb information. The phrase ‘a picture is worth a thousand words’ has never been more true—in fact—research suggests that one minute of video is worth 1.8 million words. Even traditional print outlets, such as The Wall Street Journal and Barron’s, regularly produce videos as their audiences increasingly prefer video clips over news articles and other long-form content.
Including targeted opportunities such as network television, radio, podcasts, and online broadcast sources to raise your firm’s profile and engage key audiences should be a critical part of your PR strategy. Read on to learn more about the benefits broadcast delivers:
1. Establish yourself and your company as industry experts
Appearing in a segment on a major financial network–such as Bloomberg or CNBC–establishes your credibility and positions you as a thought-leader. You earn an industry stamp of approval and your advice, analysis and commentary gain legitimacy on a local, regional, or even national stage as you communicate key ideas and messages in an exciting and compact way.
2. Elevate your brand
Broadcast’s mass exposure keeps your brand prominent in people’s minds and sets you up for additional media opportunities (provided you have the right PR team). Elevating your personal and firm profile to prospects and clients will generate buzz, all while you own and steer the conversation. And a guest video appearance–on a financial content site such as Yahoo! Finance or Investor’s Business Daily, for example–also makes for great conversation during networking events, investor presentations and sales meetings.
3. Build Trust
Guest spots on financial news segments, including radio formats such as Bloomberg Radio, are important components of a company’s due diligence, even at the highest institutional levels. Building and keeping investor trust is key to growing assets under management and revenue.
A recent study found that “trusted asset managers raise more assets, retain those assets longer, and end up with loyal clients who are easier to cross-sell.” And just as importantly, managers who don’t effectively build trust are losing market share to those that do. Clients who see their portfolio manager or advisor exuding confidence and conviction on a major media broadcast feel reassured that they made the right choice.
4. Enhance your marketing materials and media toolkit
Broadcast appearances will enhance your media toolkit long after the program airs. Leveraged correctly, your TV segments, radio interviews, and podcasts will pay future dividends–embedding video clips and links in client newsletters and marketing collateral are powerful business development tools.
An initial broadcast spot often leads to additional print coverage and requests for return appearances. Harnessing the power of social media adds even more exposure. For example, sharing via LinkedIn or tweeting about your appearance is incredibly powerful: Tweets with video get over six times as many retweets as Tweets with just photos.
5. Amplify your online presence
Including video clips on your website is a powerful tool for web search rankings. Forrester Research has shown that sites that include video are more likely to rank on the first page of Google searches. And these benefits extend beyond bringing video clips to the top of searches; they can also “push” any negative results off the first few pages.
While the power of broadcast can’t be overstated, the importance of specialization in the field can mean the difference between a homerun and a strikeout. The right PR agency will:
- Have a dedicated broadcast team with long-standing industry relationships and a deep understanding of the unique characteristics and nuances of each network and show.
- Train executives to deliver a concise and crisp message, build confidence, and develop a skill set that can be used in all areas of their business.
- Secure interviews with the right networks, and cultivate idea-sharing and relationship-building with producers and anchors, which can lead to additional media opportunities and firm exposure.
Broadcast tells a story clients and prospects will remember. A PR team that excels at broadcast will ensure that your story makes an impact.
Seth Linden, President
Zach Leibowitz, Executive Vice President