{"id":544016,"date":"2023-01-26T16:00:00","date_gmt":"2023-01-26T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-pr-needs-to-change-in-2023\/"},"modified":"2023-01-26T16:00:00","modified_gmt":"2023-01-26T13:00:00","slug":"how-pr-needs-to-change-in-2023","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/","title":{"rendered":"# How PR needs to change in 2023"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e43f822bf1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e43f822bf1\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#%E2%80%9D_How_PR_needs_to_change_in_2023_%E2%80%9C\" >&#8221; How PR needs to change in 2023 &#8220;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Become_less_reliant_on_Twitter\" >Become less reliant on Twitter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Follow_email_newsletters_by_journalists\" >Follow email newsletters by journalists<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Add_podcasts_to_your_PR_strategy\" >Add podcasts to your PR strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Prepare_for_a_return_to_in-person_events\" >Prepare for a return to in-person events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Focus_on_highly_targeted_exclusives\" >Focus on highly targeted exclusives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-pr-needs-to-change-in-2023\/#Change_with_the_times\" >Change with the times<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"%E2%80%9D_How_PR_needs_to_change_in_2023_%E2%80%9C\"><\/span>&#8221; How PR needs to change in 2023 &#8220;<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><img decoding=\"async\" src=\"https:\/\/images.cointelegraph.com\/images\/840_aHR0cHM6Ly9zMy5jb2ludGVsZWdyYXBoLmNvbS91cGxvYWRzLzIwMjMtMDEvODYxM2Q1YzMtMWNiNy00M2Y3LWExOGQtY2U5YTIwYTNmMTFjLmpwZw==.jpg\" \/><\/p>\n<div class=\"post-content\" data-v-5a4050f8>The past few years have been challenging for PR professionals. First came the pandemic, later followed by an excruciatingly bad year for crypto and the stock market. All these factors have influenced how tech companies will handle public relations in 2023.<\/p>\n<p>PR \u201cas usual\u201d will move away from the norms we\u2019ve grown used to, especially when it comes to utilizing <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> for communicating with media. There will be a need for PR pros to change how they cultivate relationships with journalists and how they reach out to reporters. Here are the ways PR needs to change in 2023.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Become_less_reliant_on_Twitter\"><\/span><strong>Become less reliant on Twitter<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the biggest changes coming in 2023 is that Twitter will likely play less of a role for PR pros. The Elon Musk-owned Twitter is a far different platform than it was at the beginning of 2022. If he remains in control, the changes he\u2019s enacted will greatly affect how companies use Twitter as part of a PR strategy, how journalists use it as part of their research and reporting processes (if they continue to use it at all), and how both will use it (or not) to maintain relationships.<\/p>\n<p>Moving forward, I expect Twitter will play less of a role in how journalists get quotes for their articles. While Donald Trump was president, reporters became accustomed to watching his tweets if they wanted the latest details on what he was doing or even about new executive orders. Using Twitter for research has also become the norm for many tech articles, in which one often sees statements like \u201cthe company announced via Twitter.\u201d Many of 2022\u2019s biggest stories \u2014 such as the Luna crash and the FTX\/Alameda debacle \u2014 directly quoted tweets as sources of information.\u00a0<\/p>\n<p>Since Musk took over Twitter, journalists have had their accounts <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2022\/12\/15\/twitter-just-banned-a-wave-of-prominent-journalists-with-no-explanation\/\">deactivated<\/a> without advance notice. This has led some to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/edition.cnn.com\/2022\/12\/15\/media\/twitter-musk-journalists-hnk-intl\/index.html\">reevaluate<\/a> their relationship with the platform, so 2023 will likely involve significant changes in the way PR people communicate and nurture relationships with reporters. Only time will tell whether Twitter will make it or whether Mastodon or some other platform wins the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>.<\/p>\n<p class=\"has-black-color has-text-color has-background\" style=\"background-color: #fabf2c;padding: 20px 30px\">Join the community where you can transform the future. Cointelegraph Innovation Circle brings blockchain <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> leaders together to connect, collaborate and publish.\u00a0<strong><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>ly today<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Follow_email_newsletters_by_journalists\"><\/span><strong>Follow email newsletters by journalists<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>During the pandemic, quite a few strong journos left prestigious publications and forged their own paths. Platforms such as Substack, Lede and TinyLetter have helped journalists cultivate personal followings on specialized topics. One notable example is Casey Newton, who left his position as senior editor at The Verge in 2020 to found his own tech <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>letter, <em>Platformer<\/em>, on Substack. PR teams should have these journalists on their radar in 2023 as key outlets to pitch for coverage.<\/p>\n<p>This trend toward independent journalism emphasizes the importance of having strong relationships with the journalists themselves instead of only with the publications. Because these publishing platforms enable reporters to earn income through subscriber fees, this is a trend I don\u2019t expect to go away anytime soon.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Add_podcasts_to_your_PR_strategy\"><\/span><strong>Add podcasts to your PR strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ever since the pandemic, podcasts have become a hugely powerful tool for reaching audiences, so PR teams need to make sure pitching podcasts is part of their strategy for 2023. With 130.5 million people in the U.S. <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.insiderintelligence.com\/content\/podcast-advertising-5-charts\">listening<\/a> to podcasts each month, according to an eMarketer forecast, PR pros cannot afford to ignore this vertical.<\/p>\n<p>With people listening in as they commute to work, go for a run on the treadmill or hop on a bicycle ride through town, podcast guests are reaching dedicated and captivated audiences. There\u2019s pretty much a podcast for any interest group, so no matter what industry a company is in, there will likely be a broad selection of podcasts dedicated to it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Prepare_for_a_return_to_in-person_events\"><\/span><strong>Prepare for a return to in-person events<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>During the pandemic, events became remote, enabling people to attend or speak at conferences without having to <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a> halfway around the world \u2014 or even across town. We\u2019re now seeing a desire, at least among the tech crowd, to return to face-to-face networking. Most events are back to in-person now, and these real-world speaking opportunities are key.<\/p>\n<p>Tech companies that reduced or even eliminated travel budgets for marketing will need to rethink those cuts for 2023. This also means PR teams will need to once again focus on pre-conference communications with journalists to line up onsite interviews for founders and execs attending those events.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Focus_on_highly_targeted_exclusives\"><\/span><strong>Focus on highly targeted exclusives<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s a lot of noise in the tech industry \u2014 especially in the crypto scene. Reporters can receive hundreds of pitches each day. The \u201cspray and pray\u201d approach to announcing company news isn\u2019t working anymore \u2014 if it ever did. That\u2019s why in 2023, PR pros will focus on quality over quantity, which means more targeted exclusives and fewer wide outreaches and embargoes. Founders will need to adjust their expectations as PR teams focus on very defined audiences instead of pumping out press releases to myriad tech publications that may not be relevant to their clients\u2019 target audiences.<\/p>\n<p>Reaching out to carefully selected reporters with exclusive pitches that are right for them will require heavy customization. PR teams will need to work closely with marketing and product teams to create personalized graphics and experiences for individual reporters to catch their attention. This will entail doing more research to create a unique experience for each reporter.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Change_with_the_times\"><\/span><strong>Change with the times<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Heading into 2023, it\u2019s clear the PR industry must adapt to the changing landscape. This means diversifying the platforms used to connect with reporters \u2014 including following the best new journalist newsletters \u2014 as well as making sure podcasts are included in PR strategies.<\/p>\n<p>With the return to in-person events, founders should be prepared to meet and greet journalists at industry gatherings. Finally, previous broad outreach methods have lost their effectiveness. The industry needs to focus on sending highly customized exclusive pitches to reporters.<\/p>\n<p>Change is the only constant thing in life. The past three years have been wildly unpredictable, each in its own way, and the PR industry needs to remain agile to withstand any bumps or curves along the road ahead.<\/p>\n<p><em>Founder &amp; CEO of award-winning global PR agency\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/slicedbrand.com\/\">SlicedBrand<\/a>, Ayelet successfully led PR for thousands of tech\/crypto companies for 20 years.<\/em><\/p>\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\" style=\"flex-basis:100%\">\n<hr class=\"wp-block-separator\"><\/div>\n<\/p><\/div>\n<p><em>This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.<\/em><\/p>\n<p><em><strong>Learn more about Cointelegraph Innovation Circle and see if you qualify to join<\/strong><\/em><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more News articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/general\/\" target=\"_blank\" rel=\"noopener\">General category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/cointelegraph.com\/innovation-circle\/how-pr-needs-to-change-in-2023\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8221; How PR needs to change in 2023 &#8220; The past few years have been challenging for PR professionals. First came the pandemic, later followed by an excruciatingly bad year for crypto and the stock market. All these factors have influenced how tech companies will handle public relations in 2023. PR \u201cas usual\u201d will move&#8230;<\/p>\n","protected":false},"author":1,"featured_media":544017,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/s3.cointelegraph.com\/uploads\/2023-01\/8613d5c3-1cb7-43f7-a18d-ce9a20a3f11c.jpg","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-544016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/544016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=544016"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/544016\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/544017"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=544016"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=544016"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=544016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}