Comment assurez-vous l’authenticité et la pertinence de l’intégration de contenu viral dans les stratégies de relations publiques ?

Authenticity in PR is crucial, especially when leveraging viral content. For instance, in the wastewater industry, using a viral video about innovative trenchless technology can be powerful, but only if it aligns with your brand's commitment to sustainability and innovation. By transparently integrating such content, you not only enhance your brand's credibility but also foster a deeper connection with your audience. This approach ensures that your messaging remains consistent and trustworthy, reinforcing your brand's integrity.

To ensure authenticity and relevance when incorporating viral content into PR strategies, prioritize delivering valuable content that addresses your audience's needs and interests. Share educational, entertaining, or inspirational content that aligns with the trending topic while staying true to your brand values. Engage authentically by encouraging user-generated content and fostering genuine interactions. Consistently provide value to build trust and credibility, which earns you the right to eventually promote your products or services. Collaborate with influencers who resonate with your brand ethos and always monitor feedback to stay relevant and authentic.

To ensure authenticity and relevance when incorporating viral content into PR strategies, align the content with your brand's core values and messaging. Conduct thorough research to understand the trend's context and its resonance with your target audience. Craft genuine, thoughtful responses or contributions that add value to the conversation rather than simply riding the wave. Be transparent about your intentions and avoid over-commercialization. Engaging authentically and meaningfully will help build trust and maintain your brand's credibility.

PR would not be PR without a story, an authentic one. People love stories and the feelings that go with them. It is important to be transparent, authentic and to-the-point. Translate your core values into strategy and act accordingly.

This is the toughest concept to teach my clients - how to think and feel like your potential customers (by developing buyer personas) to know what it is that they think & feel to know how to present what they offer instead of thinking like a sales person. It involves more listening than talking which is unnatural for many sales people. It takes a lot of practice to be an active listener.

Esto es especialmente importante cuando lo haces para sectores como el medioambiental… donde es muy fácil que tu público objetivo se sienta defraudado por la calidad de esos contenidos, si lo que le ofrece es simplemente material para rellenar y generar ocasiones de comunicación.

Coincido plenamente con la exposición de este capítulo… la perdurabilidad de determinados contenidos (LinkedIn es el ejemplo más claro… yo sigo re recibiendo reacciones de publicaciones de hace meses), hace que la precipitación con la que se generan acabe, volviéndose en contra de quien los publica solo guiado por un principio de respuesta rápida, actual o inmediatez… la publicación, como la respuesta “en caliente” (en casos de crisis) suele ser tan negativa como la generación urgente o precipitada de contenidos, solo por aprovechar momentos de comunicación. La temporalidad de los contenidos debe ser también un valor.

This sounds like a compromise to me. Stick to your strategy. Be aware of trends in your niche but don't jump onto the hype train. Analyze these trends and figure out why they work and use these infos. Don't just blindly copy and paste. Integrating viral content and trends into your content strategy is a balancing act which is hard to pull into your favor. People follow you for your values and thoughts not for your ability to adapt to a viral trend. Obviously if it's a trend that's close to your values and you don't have to compromise to hop on to go for it. But be very cautious.

Integrating viral content into your strategy is a MUST, but don't forget to be unique. Adapt even trending content to your niche and to the platform you use. Don't forget that a strategy for one platform may not work for another. The same goes for trends: for example, there may be different trends for Instagram and TikTok at the same time. Furthermore, ensure that the viral content aligns with your brand's voice and values. Authenticity is key to maintaining trust with your audience. While it's important to stay relevant, avoid jumping on trends that don't fit your brand's identity.

Keeping track of the aftermath or looking for feedback is a mandatory requirement for future success. Having high-tech tools for PR professionals to record campaigns' outcomes is a MUST.

The fear of not being authentic and going viral should be ingrained strongly so that we can prevent any crisis that may arise in the future. So once you bring in the crisis management angle into it, it automatically takes care of authenticity

La veille à la fois des connaissances techniques et sociétales sont devenues essentielles afin de maintenir une vigilance accrue à la viralité permanente d'une desinformation polluante générant de la méfiance et une paranoïa toxique clivante ne permettant pas l'ouverture vers la différence et la créativité.

Debes en primer lugar, seleccionar contenido alineado con los valores y la misión de tu empresa: asegúrate de que cualquier contenido viral que utilices refuerce tu mensaje y no lo contradiga. Segundo, personaliza el contenido: adapta el material viral para que resuene con tu audiencia específica, integrando elementos únicos de tu marca. Tercero, verifica las fuentes: asegúrate de que el contenido proviene de fuentes confiables y evita la propagación de información falsa. Finalmente, mide el impacto: monitorea cómo el contenido viral afecta tu percepción pública y ajusta tu estrategia según los resultados obtenidos.

Debe considerarse siempre el enfoque de la legalidad y la sensibilidad de los públicos objetivos (pero también los alcances colaterales que, por ser distantes, pueden poner en evidencia fallos argumentales o intenciones ocultas ) en temas sensibles como los de carácter social o medioambiental. Tener en cuenta esta cuestión debería ser uno de los objetivos en la generación de cualquier tipo de contenido. Porque una cosa es acertar con lo que alguien quiere o puede desear leer u oir… otra bien diferente, como ocurre en las acciones de #GreenWashing, que los alcances cruzados nos saquen los colores con argumentos técnicos o con valores que no hayamos respetado.