The age of specialization is here. Niche content is evolving at breakneck speed, consumers want to be kept engaged digitally and more importantly, brands are focused on creating hyper-focused virtual campaigns in order to communicate effectively with their target groups.
So what does this mean for the world of public relations?
PR professionals are working overtime to craft stories that are not only relevant but also authentic. 2020 has flipped the content game in more ways than one. Organizations are now increasingly selective when deciding between PR firms. This places unprecedented pressure on both agencies and PR professionals alike. Now is the time for brands to critically review their budgets and tie-up with PR experts who know their market inside-out and are able to offer a wide range of services, beyond just press releases and media articles.
So when scouting for a PR consultancy, are you looking to partner with an established PR giant or a smaller, more specialized agency that has in-depth knowledge about your sector?
Niche PR agencies know your consumers’ offline and online habits, they know your industry and are willing to experiment with non-traditional methods of communication. Besides focusing on enhancing the consumer’s digital journey at every point, niche agencies are masters in SEO optimization, social media marketing and content creation.
No two brands are the same. So shouldn’t PR strategies also differ?
A niche firm can do complete justice across a wide range of services, including but not limited to reputation and crisis management, thought leadership and advocacy, storytelling, ORM and digital influence, and even influencer marketing!
According to Anuja Choudhary, CEO, WizSpk Communication, “It’s about understanding the space, gaining deep insight about the brand or the industry, the audience and drawing a strategic plan focused and geared to deal with the niche space.’’ Since public relations is about storytelling, when communication is pruned and customized for a specific target group, consumers feel like they are being spoken to individually and tend to develop a better emotional connect with a brand. With the advent of digital innovation and transformation across industries in the last decade, consumer demographics have changed, paving the way for new ways of communication and brand innovation.
Niche PR is all about Content Marketing
Content is the new data. When consumers are presented with relevant content in the form of instructional videos, blogs or bite-size nuggets of content through social media channels, an influx of targeted conversations take place. With businesses getting more complicated, PR professionals need to find ways to rise above the chatter.
The looming question is – Does niche PR make it easier or tougher to acquire clients?
Currently, the verdict is that it is 100% easier. When PR agencies take time to build relationships with bloggers, journalists and influencers in a specialized market, the long-term rewards far outweigh the efforts put in. So when you envision a niche PR firm, it is not far from imagining a professional group of people working exclusively for your brand to ensure that you reach the right clients at the right time.