Photo by Rich Smith via Unsplash

By: Jenna Wigman, VP/Partner, Press Kitchen

In the 2023 (nearly 2024) media landscape, news cycles move at lightning speed and trends pass with the rise and fall of the sun. Staying visible and relevant is more challenging than ever. It’s no longer enough to make quarterly–or even monthly–news drops of the latest and greatest news from your brand; to remain competitive it is essential to have an “always on” model. 

Now, what does an “always on integrated communications strategy” mean? Sounds like a lot of industry jargon, I know. More simply stated, it’s a strategy that keeps your brand top-of-mind on a regular, consistent basis through a highly proactive and strategic approach. It can certainly feel overwhelming to feel like you need to have something exciting to say about your brand every week. I mean, even Fortune 500 brands have slow news days. 

Here is a snapshot of how you can make the most of your communications strategy with an “always-on” approach:

Plan Strategically for Key News Moments

Whether it is a C-suite hire, a new product launch, or the release of an exciting new piece of content–you only have one chance to do it right. Many times, brands get so in the weeds of the details surrounding the actual news that the strategy surrounding the public launch becomes an afterthought. By bringing in your communications team at the earliest opportunity, they are best able to advise on timing (avoiding the week of your industry’s largest conference is always ideal), positioning, areas of sensitivity, and outreach strategies. If you bring in the comms team in the 11th hour, they’re not going to be able to optimize results and there is no opportunity to re-announce news. Take the time to do it right the first time.

Bookmark Major Industry Events

Tentpole industry events should be on your brand’s radar a full calendar year ahead of time. Whether you’re looking to program a fireside conversation at a conference, plan a brand-sponsored pop-up, or secure an article providing your insights into an event, planning is key. Simply showing up to the event isn’t enough. Having a carefully strategized and designed plan that includes social media, content creation, thought leadership, and pre-planned networking will extend your brand’s presence beyond the attendees of the event itself and provide a more cohesive snapshot of who your brand is and why this industry event is important to your team and audience.

Embrace Evergreen Opportunities in the “In Between” Moments

Don’t be self-conscious that you don’t have monumental news to announce about your brand every week. Instead, take the time to dive into “who” your brand is–both from a brand representative and mission statement perspective. If everyone is bought in on a shared POV and voice for the brand, then the moments in between major news launches can be an opportunity to share who you are as a brand, what you stand for, why your audience is important, and what you hope to see from your industry. More than ever, consumers and businesses alike are drawn toward brands that have a clearly defined mission statement. Taking as many opportunities to communicate that vision is essential to break through the noise.

I don’t know about you, but my weekly screen time report certainly doesn’t encourage more digital engagement. However, for your brand, staying top-of-mind is essential to compete in this rapidly changing digital world. Let’s make 2024 the year that we embrace the power of connecting year-round.