At Approach, the saying rings true: Time flies when we’re having fun. 2022 was a hallmark year for our agency—one marked by tremendous growth—and we couldn’t be more optimistic about the future. Thank you for bringing our team alongside yours. Together, we have told meaningful stories, found authentic ways for audiences to connect with your brand, and ultimately helped them choose you.

As our PR pros raise a champagne flute to 2023, we’re ready to do more in the new year. So.much.more. This is the time of year when companies are looking ahead, which means PR teams are knee-deep in planning for 2023. And, let’s face it, the digital marketplace is crowded and earning media placements is becoming more challenging. Plus, consumers are savvier than ever and, not to mention, they have an almost-overwhelming amount of choices. So, making sure you have a plan in place that is evolved is key to making it a successful year.

Our founder, Megan Shroy, explains: “Significant changes in the PR industry—like the shift to all-digital for many publications and shrinking newsroom staffs—have catapulted us into a new reality. But, the upside is that we have a newfound freedom to explore exciting new ways to ensure brands not only reach a target audiences, but drive them to action.”

To help brands understand where the industry is heading and determine exactly what to prioritize when it comes to engaging audiences, Approach’s team is offering up our top tips on building out a dynamic strategy that has lasting impact.

When you don’t have news to share, consider creating it. At times, we take matters into our own hands by finding creative ways to generate news. Recognizing that data is attractive to journalists, and it typically generates buzz and helps establish companies as thought leaders in their respective industries, a Fortune 500 company commissioned a survey to identify trends among working professionals. They used the data and findings to pitch compelling stories that tied into their mission, resulting in 1.1B media impressions through 225 stories over a three-month period. Companies can also support PR efforts by proactively sharing qualitative insights with your PR partner, enabling us to convert the information into media-friendly story angles.

Have a (constant) pulse on the news—and elevate stories that align with the headlines. Media moves at lightning speed and never stops (i.e., the 24-hour news cycle). In order to be featured, your brand must stay abreast of news trends, then find ways to fit organically into the stories that journalists are already thinking about. Then, think about how your brand directly connects to what’s happening and insert yourself into these conversations in authentic ways. Companies that lend themselves to appropriate discussions and offer up commentary, expert opinion, or a point of view are the ones that resonate most with influential media.

Offer sensible solutions—quickly. People often talk about how the news tends to focus on problems. Many of our clients react swiftly to current national events—and provide solutions to these problems—which secures media coverage organically. When the tampon shortage hit, Approach partnered with Aunt Flow, a B2B provider of organic period products, to open up inventory directly to consumers. When retail shelves were bare, we spread the word through top-tier media outlets including Good Housekeeping and FOX about the Aunt Flow option.

Be and stay open. Not all ideas fare well; but, in order to develop campaigns that are novel and effective, we must continually look for new ways to support business. We like to say we are an extension of our clients’ teams, so we like to maintain an open relationship that’s ripe for discussion—so together we feel empowered to ideate and innovate. There’s power in brainstorming what’s possible, proposing anything and everything, then turning the most interesting concepts into something tangible.

Focus on the long game. In general, brands that consider the media a long-term priority are the ones who come out on top. Building relationships with media contacts and decision-makers takes time, from months to sometimes years. Conversations need to be ongoing so the editor or reporter can become familiar with the brand, its differentiators, and any milestones. That way, the brand proactively gets tapped by the publication the next time it goes to run a related story.

One viral social media post can certainly refresh, reframe, or revive your brand. However, what’s most important is for companies to develop a holistic, integrated communications strategy that’s driven by a clear mission. In today’s social climate, brands need to own a unique narrative—and use powerful storytelling to connect with consumers and reinforce your point of difference to audiences that matter. In other words, tell your story in a way that moves people to believe you, trust you, and ultimately stick with you.

That, my friends, is how you become—and stay—relevant.

Ready for us to help bring your 2023 plans to life or create a strategic PR plan to help you achieve next year’s business goals? We’d love to hear from you!