In today’s media landscape, startups need to find creative ways to break through the noise. With thousands of companies vying for the same headlines, the challenge isn’t just being seen but being remembered. That is where, with the right strategy in play, tech companies have an advantage. These marketing teams can craft public relations campaigns that not only inform, but immerse users into the story of tech that makes these companies tick.
Here, we’ll break down the best tools for an immersive PR campaign and the ideal ways to incorporate them into a successful campaign.
Virtual Reality – Bring Stakeholders Inside Your Story
Virtual reality (VR) technology allows audiences to not just read about your company and what your tech does, but truly experience what it has to offer. This is especially impactful for companies in visual and experiential industries like gaming and productivity.
Don’t want to give away the magic of a product before it goes live to the public? Provide journalists with a demo version that gives them an enticing sneak peek, but still leaves some features up to the imagination. The resulting media coverage will ideally leave consumers wanting more and lead to downloads or sales.
A key part of using VR successfully in a PR campaign is inclusivity. VR is still in the early stages of consumer adoption. Studies show that anywhere from 20% to 25% of U.S. adults categorize themselves as VR and AR users. Therefore, it’s important to have a plan to meet the rest of your target audience that may rest within that other 75%. Browser-friendly 360° videos can be uploaded to sites like YouTube, allowing users to manually navigate through the immersive imagery.
Podcasts – Open the Conversation
Podcasts are having a moment in today’s media environment.
Podcasts offer a more flexible access point for media consumers. Listening can happen virtually anywhere: on the commute, during a workout, or at home while cleaning the kitchen or getting ready for the day. As people get busier, it’s important to find ways to meet them where they are.
Kafka Media Group is currently developing a new podcast with a client, designed to showcase thought leadership in the industry and build an educational platform that elevates the company’s brand voice. This kind of owned media allows companies to shape narratives directly while adding to a broader trade discourse.
Video Press Kits – Show and Tell
A traditional press release has its benefits, but it is not a one-size-fits-all approach. The facts, figures and quotes are important. But sometimes a message can be better understood if it’s shown, not told. A well-crafted media kit should include multiple assets that a reporter can use to tell a more dynamic story about your brand.
Include a demo video of someone using your product, short interviews with the founder or CEO, or even customer testimonials. High-quality imagery that can be embedded into an article is also a must-have. Think of a media kit as your company’s highlight reel or the pieces for a movie trailer. Showcase the best and brightest pieces you have to offer.
Live Webinars + Events
If you’re preparing for an exciting product launch, take a step further than the media kit. Make it a moment. Live webinars are a great way to create excitement and have direct interaction with important stakeholders and customers.
To create a sense of exclusivity with key partners, make events like this exclusive or invite-only and consider awarding those who attend with perks like early access to the product or a shareable discount code for close contacts.
Extend the life of these moments by collecting video recordings of key moments throughout. They can be used later to share on social media to create a sense of urgency among followers to be included in the next moment your brand creates.
Final Thoughts
When used strategically, immersive technologies can enhance a media campaign and transform it into a deeply engaging experience. However, it’s important to design the campaign with storytelling in mind. If, for example, using virtual reality does nothing to tie back to or advance the story of your brand, choose another route. Just because it’s flashy doesn’t mean it will give you the results you desire.