Working in collaboration with the World Travel Market 2022, team AM+A organised two panel discussions for the PR and Digital Communications Summit. Our first talk ‘Creative vs Technology PR -Understanding Outcomes and Risks’ analysed new technological methods and the changing role of technology in tourism PR. Here are five key things we learned. For further examples of integrated PR and technology led campaigns click here.
1 - Knowing how to prioritise PR and marketing integration (Quality vs Quantity vs Creative Reactions)
The number of avenues through which PR practitioners can connect with target audiences continues to grow, with ‘consumer touch points’ becoming much more broad and varied. One campaign highlighted by Tree Agency covered an estimated 45 different touch points to encourage user engagement.
Whether you’re looking at traditional means such as adverts and newspapers or ever-expanding social options - the media horizon has become ever more expansive. Finding the right channels requires more effective analysis of audience behaviour.
2 - Communications is a balancing act of commercial activity, creativity and systematic approaches
There’s also much more choice when it comes to communicating your own agency or organisation’s core messaging - team size can play an important part in determining how many channels an organisation should use as an external voice.
What matters most is finding the most effective channel for you, whether that comes in the form of advanced AI chatbots (which still need to make considerable progress) or dedication to a specific social media channel.
3 - Data and backend analytics can be used faster to generate publicity
Organisations like TripActions now have the ability to extract data to encourage audiences to react quicker to a situation, regardless of whether they are planning their next trip or are already in the destination. PRs need to learn to become more reactive and faster at utilising sourced data to generate media publicity.
4 - Twitter, TikTok and changes in the social media sphere
Twitter will likely diversify its offering, with early strategic thoughts looking into the WeChat model. PRs and digital marketers should monitor and ensure their organisations’ Twitter strategies are operational. TikTok continues its move into the commercial direction, but is yet to prove highly effective with its online shopping model. Other social media disruptors include BeReal, which may take off or fizzle out like Clubhouse.
5 - Creativity can be less costly, with huge potential gains
Creative ideas can cost very little and reach huge audiences – one perfect example of this is Mars Wrigley who removed the Bounty from their Celebrations tins to gain TV, radio and mass media attention. Or Switzerland’s largest private railway operator, Rhaetian Railway (RhB), whose efforts to form the longest train in the world (2km long) probably cost less than a global advertising campaign, yet had the ability to reach huge international audiences.