The public relations industry has changed dramatically over recent years. Contributing factors include:
- Social media
- Changing customer habits
All of these have created the modern PR industry that we see today—and even more, changes are yet to come! There’s never been a better time to be a PR professional, especially in an age where you can learn and adapt your game from different resources.
For example, there are lots of parallels between the PR industry and the gambling industry. Therefore, PR pros can grow significantly just by learning from the gambling industry and the current trends within it. It’s fair to say that the gambling industry has set extremely high PR standards over the years, which is why it’s worth paying attention to.
Want to know more? Here’s a closer look:
Social media communication
As a PR pro, you need to have excellent social media communication skills.
Currently, almost all major gambling outlets, from online casinos to sportsbook websites, rely on social media marketing to communicate brand messages and all their latest offers. This is an excellent way to build a strong relationship with account holders while getting them to engage with your brand. However, in order for them to market their brand via social media, they need to have plenty to shout about, like how many table games they have, what it offers their players, and the level of quality these games are. The more table games a casino site has to offer, the more likely they are to attract more gamers. For example, Slotslv has a ton of different online casino table games to choose from. The better quality these table games are, the more they can build on that marketing and attract even more people because what they are saying is true.
This is a strong marketing point that is then communicated to the customer – and you need to do the same with your customers through social media.
Once you nail your social media communication, you can achieve your PR potential.
Know your audience
Over the coming year, you’re probably going to be running lots of PR campaigns for your company or clients. When this is the case, it’s absolutely essential to know your audience! If you don’t, it means your PR campaigns will likely fail.
The aim of a PR campaign is to achieve a goal for a business, such as an improved brand image in the public eye. However, these goals can only be achieved when the audience is clearly understood.
When companies in the gambling industry run PR campaigns, they know their audiences well in advance, from the age demographics to social behaviors. For example, many gambling companies have account holders who like to drink, which is why gambling companies will usually run PR campaigns involving bars, clubs, and football stadiums.
The more you know your audience, the better.
In today’s markets, being creative as a PR pro is essential.
For example, don’t be afraid to try new things when posting on behalf of clients on social media. It’s now become very common for PR pros to experiment with memes, images, polls, and much more – especially when the target audience consists of people from younger generations.
Currently, you see a lot of gambling companies doing this. Twitter is a great example, as the PR managers behind the accounts will post all kinds of interesting content to gain retweets and likes.
Know how to handle a crisis
Whenever a company encounters a crisis in the public eye, people naturally wait for the PR departments to come up with a solution, such as an apology statement on social media.
This is something that nearly all gambling companies have had to do at some point in time. In some instances, gambling companies have apologized to their account holders and fans while also offering them rewards in the process, such as matched deposits for the weekend of betting.
The key is to handle crises quickly and organically. If a mistake has been made, it’s important to apologize for it in a genuine manner. It’s all about knowing whether to go the extra step further by offering rewards (or other alternatives) like mentioned above.
Build relationships with media outlets
Despite the rise of social media platforms, mainstream media outlets are still as important when it comes to PR. This is because media outlets can be used for promotion, to convey a certain message, and much more. For example, if you read most newspapers today, you’ll find that at least a handful of them regularly showcase gambling companies (e.g., they’ll run a news article when a casino moves locations). By getting the media outlets on your side, it enables the company you represent to perform more favorably in today’s markets!
For any PR pros out there, this guide has provided you with all the skills you can learn from the gambling industry. Moving forward, it’s recommended that you put them into practice if you want to achieve your company’s PR missions and goals.