Digital Trends and Best Practices: Panel Recap
Posted on May. 18, 2023 / Subscribe 0
Digital media trends are advancing on a regular basis. From social media guidelines to downsizes in support staff, professionals and organizations should be paying attention to these changes to stay up-to-date with the industry.
Earlier this month, top PR professionals from metro Detroit gathered for an insightful panel dedicated to evolving digital shifts. The panel took place at Truscott Rossman in Detroit.
The panelists:
- Jennette Smith Kotila, chief marketing officer, Crimson
- Max White, digital executive producer, WXYZ
- Catherine Pace, integrated communications supervisor of digital, Franco
- Rachel LePoudre, APR, director of digital media at Truscott Rossman and a PRSA Detroit board member, moderated the event.
Kotila, White and Pace answered an array of questions on staying current with digital news, leveraging media, using Chat GPT and more.
Leveraging Digital Storytelling
With the shift from print and TV to websites and social outlets, incorporating a digital strategy can maximize organizational impact. White and Pace shared how they leverage digital storytelling within their organizations.
White: Working at a news organization, he explained one of the ways his organization embraces this change is by using vertical videos. “We utilize our actors and our reporters to introduce vertical videos and this is something I’ve had to get comfortable with.” He expanded by highlighting the importance of using a video at different time lengths across all digital platforms to extend its reach.
Pace: As an integrated communicator at Franco, Pace said that alone pushes her organization further in welcoming digital practices. “At Franco, we live and breathe integrated communication. Digital pushes us to let our content live everywhere in different forms.”
The 3 T’s: Testing, Tracking, and Transparency
Social media platforms are constantly changing. When asked how their organization keeps up with changes, each panelist shared their experience.
White: “Sometimes we get blown away by content we thought weren’t going to do well and sometimes we think a story is going to be great and then it doesn't. It's a matter of determining both where the audience is in this ever-changing field and trying and testing things.”
Pace: “All you can do is test how things work and compare it to other content and focus on using social media from an organization perceptive for its intentions of engaging audiences.”
Kotila: “Any suggestions we make for specific platforms may change from Q4 to Q1. Plan because there will be something that changes. It’s important to have an open dialogue with clients and be very nimble.”
When To Weigh In on Social Media
For many organizations, it can be difficult to determine which topics are appropriate to weigh in on or avoid altogether on social media. Pace and Kotila shared their advice on adding voice in times of a crisis.
Pace: “Just taking a minute to reflect on if it makes sense for the community that you’re serving as an organization to weigh in on a topic. Does it make sense beyond your words on social media to communicate that with your audience?”
Kotila: “I think it's important for a brand to determine if they are relevant to that conversation. Ask yourself, what are the risks, and is it worth it? When your client is involved in a crisis, story coaching and problem-solving together is vital.”
As digital trends advance, PR professionals need to prepare for these adaptations. A special thank you to our three brilliant speakers who provided cutting-edge ways to stay one step ahead of digital changes.
Keep an eye out for upcoming events and join us soon!
Cydney Foster is an integrative public relations major at Central Michigan University and an intern with PRSA Detroit.
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