Sue Kwon, Head of Comm at Honor, on running mrkting dept like a tv newsroom & getting pitch perfect | Summary and Q&A

TL;DR

Master the art of storytelling to engage the right audience, create valuable content, and adapt to the changing media landscape.

Key Insights

• 🗯️ Collaboration between PR, marketing, and sales is crucial for effective communication and reaching the right audience.
• 📰 Traditional press release strategies are becoming obsolete, and companies need to produce their own news and engage with influencers.
• 😊 Crafting content that resonates with the audience's needs and interests is essential for successful PR and marketing efforts.
• ❓ Staying aware of relevant headlines and planning content accordingly enables companies to stay timely and capture audience attention.
• 🤗 The first seconds of a pitch or announcement, known as the cold open, are crucial for grabbing the audience's attention and piquing their curiosity.
• 😊 Prioritizing storytelling and creating valuable content across multiple channels ensures a comprehensive and engaging PR and marketing strategy.
• 🎯 Companies should value influencers and bloggers as media sources and treat them equally, as they can have a significant impact on reaching the target audience.

Transcript

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Questions & Answers

Q: Why is it important to tell a story that answers key questions in PR and marketing?

Telling a story that addresses what you're doing or making and why is essential for capturing the attention and interest of the audience. It creates a narrative that connects with their needs or desires.

Q: How can companies adapt their PR strategies to the evolving media landscape?

Companies should move away from traditional press release spamming and instead produce their own news in real-time. They should also engage with influencers, bloggers, and potential employees, treating all media sources equally.

Q: What is the significance of creating content with the audience in mind?

Prioritizing and planning content based on relevant headlines ensures that companies stay timely and relevant. By catering to the audience's interests and concerns, companies can capture their attention and drive engagement.

Q: How can companies grab the audience's attention from the start?

By mastering the art of the cold open, companies can create a captivating beginning to their pitch or announcement. This grabs the audience's attention and hooks them into wanting to know more.

Summary & Key Takeaways

• Crafting a compelling story that answers key questions and delivering it across multiple channels is crucial in PR and marketing efforts.

• Collaborating PR, marketing, and sales efforts is essential for reaching the right audience at the right time.

• Companies must adapt to the new media landscape, produce their own news, and engage with diverse influencers and bloggers.