Key Trends Identified in B2B Food and Nutrition PR
12 Dec 2013 --- NutriPR has identified a number of key trends of B2B public relations for the nutraceutical and food ingredient industries for 2014. A panel of leading food and beverage B2B editors was engaged in the survey. Among the top trends are “real-time” and “relevance/new angle.”
“We initiated this research to help our clients to better understand how to improve their PR campaigns according to media expectations and needs,” explains Liat Simha, PR expert at NutriPR. “Part of our job is to advise not just what to do, but also what not to do in developing a PR campaign that helps clients build their brands in the marketplace; our challenge is to build a bridge over this gap.”
1. Real time – This reflects the media anticipation for accurate, quick response and on-time releases that consist of relevant and useful data.
2. Sharper PR – Writing a good press release is no longer enough. “Our readers expect high-value information, backed up by marketing data and statistics. Sharper and more focused information is essential to get more impact in B2B food and beverage media,” indicates Robin Wyers, Chief Editor of FoodIngredientsFirst.
3. Video splash/video interview – “I anticipate a lot more links to videos or even video clips embedded in product samples; releases more individualized to the publication and its editors; and whole web pages and articles ready to fold into a site directly, rather than merely link to the client’s site,” predicts David Feder, RD, executive editor of Prepared Foods. “Videos should be between 1 and 2 minutes and filled with info—not fluff—plus lead to resources that go deeper.”
4. Relevance & “new angle”– Feder and Wyers avoid repeat coverage of the same topics and products. “I look for the new angle in each story we post,” notes Wyers. “Our readers expect to find stories that can help them to develop new product or solve technical problems.”
5. Enhance your media relations – Reporters get hundreds of press releases daily. To be chosen from all this noise, it’s vital to build sincere media relations. “Companies will return to engaging more actively with the press through press trips and desk-side visits. They will thus rely on expert and knowledgeable outside PR contacts to act as more than liaisons, rather, as client partners in interacting directly with the press and providing enhanced objectivity for their clients," notes Feder.
