In an oft-quoted 2015 study, Microsoft revealed that the human attention span is now shorter than that of a goldfish. The small creature can remain focused for approximately nine seconds, while the average person stays focused for only eight. Public relations professionals must adapt to the changing media environment, constantly crafting creative ways to communicate their messages. Everything from word choice to timing can make or break the efficacy of your communication.
Tips for Emails
John Edwards, marketing consultant and CEO at Hosting Facts, unveils important tips for effective email communication. He points to a USC Viterbi School of Engineering study that observed 2 million users who sent more than 16 billion emails over the course of several months. Two findings include:
- Send Emails in the Morning
While most professionals check email throughout the day, the highest response rate comes first thing in the morning. Send a note early to catch the reporter when she first gets to her desk.
- Follow Up After 48 Hours
There is a 90 percent likelihood you will get a response to your email within 48 hours. If you don’t receive one after this time frame, you may not receive a reply at all. Follow up after two days to improve your chance at an answer.
Tips for Mobile
A 2015 study released by Deloitte concluded Americans collectively check their phones 8 billion times a day, and the average person reaches for his phone 46 times daily. It is vital to adapt your PR strategies for mobile considerations.
- Keep Email Subject Lines to Five Words
Pierpont notes that if recipients can’t read your entire subject line on their phone, they’ll delete your message. Google’s algorithm will truncate your headlines if it is more than 65 characters and eliminate additional subheads. Keep openers, subject lines and headers brief!
- Add Video
Fifty-nine percent of senior executives prefer to watch video instead of reading text if presented with the option. Consider relaying information through a short, eye-catching video.
Tips for Blogs
- Hubspot notes that B2B firms with blogs generate 67 percent more leads per month than non-blogging firms.
Encourage clients to produce their own content. Whether it’s a feature on management, opinions about the industry or tips about work-life balance, allowing potential customers to get a behind-the-scenes peek at the company’s personality can boost the website’s reach.
- Keep Age in Mind
Millenials are 247 percent more likely to be influenced by blogs or social networking sites. Think closely about your client’s audience when considering which platforms to focus efforts. If the client base skews younger, for example, explore Snapchat and Instagram.
Check out other tips to master your social media in 2017!
Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.