[Editor’s Note: In this recurring feature we ask PR pros to spot trends and discuss how they are reacting to them. In this edition we hear from Discovery SVP Kristin Brown, who oversees communications for the Investigation Discovery, Destination America and American Heroes Channel.]
Excessive Noise: One of the biggest trends my team faces is too much noise. I mean this for reporters who are inundated with pitches that might not be appropriate for them as well as the competition we face within the television industry for viewers. We’ve developed three strategies for facing this competitive environment.
1. The cardinal rule for working with reporters hasn’t changed: Do your homework. What has changed is how we research what might appeal to a reporter. Not only does that mean knowing what the reporter is writing about, but with so many entertainment reporters now living their professional lives on social media it’s become part of our job to know what they’re personally interested in and talking about throughout the day.
Don’t tell the boss, but it’s fun to follow reporters…comment on their stories...become fans of their work and, increasingly, pitch them via their favorite social platforms.
In addition to working differently with traditional reporters, the crowded entertainment marketplace means we have to change our own communication tools.
2. When we have hundreds of television channels and streaming services all heralding their next big show, how do we make our networks stand out? We are constantly trying new things, from Facebook Live direct-to-consumer events with talent to embedded video and photo elements in releases to digital media tours. Experimentation is critical. We have a culture of innovation on my team. It’s a safe space where some degree of failure is okay as long as you’re learning. Then we take these new best practices and implement them across our projects.
3.I place an enormous value on fantastic writing. We’re in a creative industry and our releases, pitches and other materials need to reflect the quality of the shows we’re promoting. Can we lead with nostalgia that ignites a personal connection? Can we tug those heartstrings? Can we write something really clever or funny to make a reporter laugh? Dust off those creative writing skills. Maybe you can’t take these liberties with traditional releases but you can likely infuse them into an email, pitch or tweet.
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