Who’re you going to catch without a hook?

There’s no denying that over the past decade the rise of digital media has changed the way we communicate with each other – individual to individual, business to individual, and business to business. When I think back around ten years, my colleagues and I at the B2B PR agency I worked at back then were a little scared. Threats of citizen journalism bringing traditional media to their knees. ‘Pound a penny’ online PR services and SEO agencies claiming they had the future and marketing budgets all wrapped up.

So what happened? Well, PR is still here. The media is still here. The goalposts may have changed and both of these industries have needed to evolve, but in my view good PR is more vital and more sought after than ever. As digital and social media evolve and grow up, the emphasis is on the quality of the content, not its volume, nor some spurious science to find a way around Google algorithms! It’s all about how relevant, authentic and informative your content is – something readers, viewers and Google all agree on.

In my view digital media, content and inbound marketing, social media – all of the burgeoning marketing trends from the past few years in fact – need great PR hooks more, not less. Since content became the magic word in B2B PR and marketing, platforms like LinkedIn have become increasingly awash with weak, copycat, run of the mill information that is often irrelevant, false and does little to add to our current knowledge or belief. As an industry, in terms of content we’re largely going through the motions.

What great media hooks do is cut through all this white noise. The traditional media of old always needed a strong hook. They would scrutinise your pitch and without something different your story would be ‘spiked’. The best stories always came from the heart of the organisation – the real stuff that seems real because it is real. Natural storytelling, as we call it at Skout, is alive and well but doing much more for brands that just press coverage; it’s driving entire marketing campaigns.

In my next blog on this topic I’ll share three recent examples of natural PR hooks that as a B2B PR agency we’ve repeatedly put to great use with our clients. I hope they give you some food for thought and inspiration.

Rob Skinner is Skout’s founder and MD. He promises to blog more often!

Browse more blog posts

Posted on
byClaire James
Chris Linsell left university with a degree in Economics and Finance but knew that this was not where his true interests lay. In 2004 he joined an independent creative advertising agency called Mustoes and has not looked back since. Q: Tell me a little bit about your background before joining Pirtek as Marketing Director Chris. A: As a graduate I...
Posted on
byLaaraib Khan
Why was PR your chosen career? I have always loved writing and all things creative. I remember in year 4 gathering a few people together and starting the school newspaper! Having dabbled in social media, digital marketing and music journalism, I fell into PR and have loved every second of it! If you hadn’t chosen a career in PR, what would...
Posted on
bySkout team
Why was PR your chosen career? It wasn’t! I have always been slightly obsessed with the media though. Since reading the news in the mocked-up news studio at Bradford’s National Media Museum as a child, the addiction has stuck. I worked in TV and broadcast media in Beijing for four years (which was an eye-opener) before coming back to the...
Posted on
byJames Weaver
On Sunday 31st July, England’s Lionesses ended 56 years of hurt by overcoming the goliath task of beating Germany 2-1 in the European Championship final to finally bring football home. It was fantastic to watch the team storm the post-match press conference to celebrate their well-deserved victory.  This got me thinking, how does one of the greatest sporting achievements for...
Posted on
byRebecca Brown
Whether you’re in B2B or B2C, promoting your brand and engaging with your audience through social media is marketing 101. It’s fast, free, and effective! Not only can you post updates about your company and employees to showcase the successes and personality of your brand but it’s an excellent way of sharing valuable content with key audiences. It’s no surprise that...
Posted on
byJames Weaver
London is often considered the epicentre for many of the UK’s varying sectors from entertainment to finance. But, when it comes to the tech sector, the North West stronghold of Manchester is arguably a hotbed for talent, startups and established tech firms. In 2019, £181 million of investment was pumped into the city’s tech sector, establishing Manchester as one of...
Posted on
byRebecca Brown
We chat with Lizzie Berwick, director and co-owner at media buying agency, MacCormack Media, about her varied role, all things media buying, and what makes a brilliant business relationship.
Posted on
byClaire James
By Claire James, head of client services and built environment specialist, Skout The construction industry is about to go through its most transformative phase for decades with the introduction of the Building Safety Act. These changes are driven by the still unfolding story of Grenfell, the public outcry, and the substandard building materials and practices used on this structure that...
Posted on
byRebecca Brown
More than half of B2B marketing budgets are devoted to building and maintaining relationships with new customers, but only a quarter of B2B marketers say their relationships are akin to a happy marriage.
Posted on
byRob
When you’ve worked in a B2B PR agency for over 25 years, it’s easy to forget that the ‘turbulence’ we experience daily isn’t the norm for many. This is because every agency day is different, you never fully know what to expect, and deadlines can be ludicrously short.  Growing agencies like us deal with a lot of uncertainty. The biggest...