Wasco Energy Group of Companies

The Journey

Throughout my years in the MarTech industry, I have gained invaluable insights and experiences. The ever-changing global landscape, including events such as COVID-19, economic fluctuations, as well as the emergence of AI have significantly impacted the industry. My tenure in this field spans almost 20 years, during which I have witnessed a remarkable transformation in the way PR professionals approach their work. They have increasingly shifted to digital media, encompassing digital news portals, social media platforms, and influencer marketing tools.

With the ongoing advancements in AI technology, we can expect even more transformative changes in the PR industry.

The Shift from Traditional to Digital Media

Despite the increasing prevalence of social media content, writing a press release remains a crucial aspect of modern PR practices. Today, press releases are disseminated digitally through traditional news outlets and social media platforms such as LinkedIn, Facebook, Twitter, and Instagram.

While the platforms for news distribution have evolved, the fundamental principles of broadcasting news remain the same. A press release is a formal document, tailored for journalists and the news media, while content for influencers requires a different approach. As such, there is a need to customize news content to cater to different platforms and audiences. The current era demands a significant level of customization of news content to meet the needs of diverse audiences.

Challenges in the MarTech Industry

A significant challenge faced by many PR professionals today is the highly competitive and demanding environment. It is increasingly difficult to gain attention for the companies or brands they represent. With numerous other companies contending for media coverage, the primary challenge is to create news that is more impactful, unique, and beneficial to readers.

“I have witnessed a remarkable transformation in the way PR professionals changed their approach to publicity and communication. They have increasingly shifted to digital media, encompassing digital news portals, social media platforms, and influencer marketing tools.”

Traditional events such as MOU ceremonies or product launches are no longer sufficient to garner media attention. Today's PR professionals need to produce compelling stories that are original and strongly align with the environmental, social, and governance (ESG) aspects, which are of particular interest to media outlets.

As the media struggles with declining advertising revenues, it is essential to offer a newsworthy story to non-advertisers for their consideration. Regular advertising with a media outlet can make it easier to get coverage.

Partnering with a media outlet or advertising through other channels like influencers have the same effect. When considering influencers, it is important to understand the different tiers, including top, mid, and micro-influencers. For top-tier influencers, a monetary exchange is often required to gain more visibility for your news. But without monetary exchange, the story must be highly impactful to encourage the influencer to share it on their IG or other accounts.

Implementing Emerging Technology like AI

The rise of AI platforms is rapidly transforming the PR and content marketing industries. ChatGPT is now a prevalent platform widely used by professionals to enhance their workflow and content quality. Concurrently, there are many other AI platforms that have been developed to streamline various aspects of PR and content marketing. Due to its remarkable sophistication, it may even replace junior PR or copywriters.

How effectively companies work with  a spate of ground-breaking technologies will determine how they complement their existing workflow and improve efficiency.

Targeting a Diverse Customer Pool

Throughout my career, I have worked with companies and brands in both B2C and B2B environments. In my experience, customers in both sectors are highly environmentally and socially conscious. I have observed that the most successful companies in terms of sales, awareness, and revenue are those that are mindful of their customers' desire to purchase environmentally friendly products and services from socially responsible companies that prioritize ethical labor practices. Incorporating environmental and social responsibility into your products, services, and company values can help capture the attention of your target market and increase customer loyalty.

Even in my current B2B environment at Wasco, where we specialize in pipe coating for the gas industry, we are committed to being ESG-focused. Our partners and clients share our ESG values, and we strive to minimize our carbon emissions and footprint through our engineering products and pipe coating services.

Advice to Peers

I strongly advise my peers to stay informed about their audiences' needs, whether it's the media or customers, and ensure that their communication is relevant to current events. In addition, I recommend engaging with the audience through your company's ESG initiatives.

By incorporating these three key elements— relevance, ESG goals, and a comprehensive understanding of consumers— into your communication and business strategy, you can effectively engage with your target audience and build a strong reputation for your brand, company, or service offering.