In Texas, we go big or we go home, so it’s no wonder that Texas is home to four major metropolises. San Antonio, Austin, Houston and Dallas are home to thousands of people and businesses, each trying to stand out. It is our job as public relations specialists to help our clients do just that.
In this modern world of technology and never-ending content, it can be difficult to catch the eye of consumers. The oversaturation of media in all of the metropolises makes it even more complicated to create content that others want to see.
Oversaturation of the media is when media outlets or platforms are bombarded by content. This results in content fatigue, where people are less likely to pay attention, interact or engage with the content they are consuming.
Because Texas has such large markets in such close proximity, the media markets struggle to keep up with the happenings of the region. Everyone has something to say and they are screaming over each other to be heard.
Few media markets experience this, this region faces a unique set of challenges, and as PR professionals we have to navigate these challenges. Here are some ways to overcome that struggle
Know your brand:
It is important to have a strong brand and a set tone of voice for your audience. Personalizing your business and making yourself “human” to your consumers will give you a good foundation on which to build your campaign strategies. Share your story with your audience and interact with them both online and in the community. Giving a face and a soul to your community will help you stand out in the impersonal environment we live in.
Following trends and staying relevant is part of any PR campaign, but trends can be repetitive and tiring. Find new creative spins on common trends, you can reimagine a trend to fit your industry or even start a trend of your own. Finding or creating original content these days can be a tough task, but it will definitely set you apart in the viewers’ minds.
Don’t Compare Yourself:
While it’s good practice to keep an eye on your competitors, it isn’t a good idea to compare yourself too much. The last thing you want to find yourself doing is compromising your company’s values in order to model a competitor. This is why it is important to build your brand strong. No one wants to be like every other business in your market.
Find Your Niche:
Major news outlets get thousands of press releases and media alerts every week. Everyone wants to have the largest amount of eyes on their product or business, as a result, news desks are swamped and a large portion of those press releases go unseen. Consider changing your strategy and pitching to smaller outlets or publications that target a specific audience. Your goal should be quality over quantity. Targeting your niche instead of a broad audience will allow you to reach the people who are willing to spend money on your product.
An oversaturated market presents many challenges, but often times it can also lead to opportunity. A saturated market does not allow businesses to stagnate or become complacent, it forces them to find ways to grow and evolve. This nearly constant evolution is what makes the San Antonio, Austin, Houston, and Dallas-Fort Worth markets so unique.
At Sammis|Ochoa, we understand the challenges you are facing and we are here to help you navigate them. Contact us today to set up a free consultation and we will set you up for success.
By: Jocelyn Sandoval
Sammis|Ochoa is San Antonio’s fastest-growing public relations and digital marketing agency. It is the 2020 recipient of the TinyAward for Happiest Employees in Public Relations. It also ranks as one of San Antonio’s best PR firms by Design Rush. The firm is headquartered in San Antonio and serves clients in Austin, Houston and San Antonio. Email firstname.lastname@example.org or call 210.390.4284 to amp up your PR game!