How micro-moments should inform mobile messaging

The shift to mobile communications isn’t always easy for marketing and communications pros.

They’ve relied on news releases as their primary format far too long, and the traditional all-text release, often shared as a PDF, is not exactly inviting on a mobile device. Anytime you need to turn your phone horizontally, and then zoom in on text, you have not created a positive user experience.

Search engines are the new front page

In the past, media outlets were an audience’s most important discovery engine.

The stories that resulted from media relations or publicity was a big part of the value PR pros provided to clients. Of course, we all know social media changed the equation.

Now audiences turn to search engines and those top 10 results. Instead of wondering if your organization got coverage, you should be asking: Are your stories breaking into the top 10?

Do you show up when a travel blogger has an urge to check for info about your city? Are you visible when a reporter notices a flurry of activity on Twitter and needs to find out more information for a possible story? Are you easily found when a customer has a question and needs some extra help before deciding to buy?