Written by Dara Busch, Co-CEO, 5WPR
There is a lot of pressure on the public relations industry because companies expect communication efforts to be effortless and go smoothly with the target audience, and consumers expect companies not to make any mistakes when they're communicating with the public or with media outlets. However, most people view the public relations industry in a negative light because it doesn't really provide them with any valuable insights and the content that is shared through public relations doesn't have a high quality for most audiences. Fortunately, companies can quickly improve their public relations efforts through thought leadership content if it's done well.
Problem
One of the biggest problems in terms of communication that companies have with public relations is the fact that they tend to pitch quite a lot, both multiple journalists, and multiple publications. However, every single publication has different audiences and perspectives, while on the other hand, companies only write a single article and a single pitch for that article and send it to all the outlets they are targeting. If a pitch is accepted, the article then gets tweaked so that it fits the specific outlet's guidelines, and then the result of that is an article that isn't personalized for the readers of that outlet. Another problem that frequently happens with companies is them tweaking original content several times for multiple different outlets and telling every single outlet that is pitched that they are getting an original and an exclusive piece of content, which is not actually true. There's also the fact that a lot of companies don't understand what they're supposed to be doing with their public relations efforts aside from getting positive media coverage, and a lot of businesses don't understand that thought leadership isn't supposed to be a form of advertising for companies.
Solution
One way that companies can solve the problem of public relations through thought leadership is not trying to keyword stuff the content they create that they end up pitching to outlets. Pitched content needs to establish the author of that content as a thought leader in their respective industry, which means the content is supposed to develop trust between the reader, the publication, and the person who wrote it. One of the ways that companies can achieve that is by focusing on the relationship that whoever is creating the content has with the rest of their industry. This relationship should allow companies to avoid creating content that's overly promotional of the business. The main goal of thought leadership should be education and not the promotion of the business. Another way is to not try to optimize the article for social media platforms or search engines. The best thought leadership content is the one that focuses on engaging and interesting subjects from an expert, not promotion or SEO and social media optimization.
It’s always sad to see summer go, but the start-of-September energy is a pretty good buffer. From annual events and fashion weeks to simply being back in our home cities among friends and colleagues, there’s plenty to be excited about this fall. Another incentive for getting out of the summertime state of mind: fall fashion. Read on for a look at some of the women’s and men’s styles we’d trade in our beachwear for.
Womenswear
A perfect transition piece, the Mia dress makes a statement with its full skirt, while remaining versatile enough to wear with sneakers or tights and boots when it cools down.
Roger Vivier Belle Vivier Lacquered Buckle Slingback Pumps in Fabric
The iconic Belle Vivier slingback gets a fall update a la Cher Horowitz in a checked blue and yellow fabric.
alice + olivia Hayes Straight Leg Cargo Pant
Not ready to leave your summer brights behind? Opt for the bold Hayes pant, available in eye-catching ruby and citron.
The Sam Icon gets a refresh this fall with new sizes, silhouettes and luxe materials that make this utilitarian piece as fashionable as it is functional.
Versace Medusa Aevitas Platform Sandals
Platforms are a big trend for fall (no pun intended), as evidenced by the sky-high Versace Medusa Aevitas.
Update your workout wardrobe with a fun printed set by sustainable activewear brand Loveletics.
Bring the whimsical energy of the summer into fall with a Braccialini Audrey bag in a bold print.
The Row Traviesa Patchwork Lambskin Coat
Forget your winter woes: this patchwork coat makes the thought of cold weather much more bearable.
Menswear
Zegna Vicuna Oasi Cashmere Overshirt
A cold weather staple, Zegna’s 100% cashmere overshirt is both relaxed and luxurious, with an oversized fit in a timeless silhouette.
Brunello Cucinelli Flecked Cashmere-Blend Turtleneck
Stay cozy and stylish in a turtleneck sweater with a distinct hue: Brunello Cucinelli’s “white green.”
Casablanca Men's Curved Panel Puffer Jacket
From the slopes to the city, jump on the alpine trend with this cool curved puffer jacket.
Start fall off on the right foot in a comfortable boot designed to last, from your busy day-to-day to off-duty weekends.
