PR is changing as quickly as technology. Read the main trends and lessons from an interview with Samira Abdulova, Head of Global Communications WhiteBIT, who shared her experience in the crypto industry.
🔹 Short content solves everything
"We have moved from long press releases to short news, Instagram Stories and TikTok videos. The main thing is to convey the message in a few seconds." - Samira Abdulova.
People consume content at a fast pace. If previously press releases and articles were key tools, today the format has changed. PR campaigns should be as concise, accurate and focused on new platforms as possible.
🔹 Localization = success
"Brands that apply global strategies without adapting to local realities often face problems."
Each market is unique. WhiteBIT understands that PR campaigns must take into account culture, mentality, and economic context. For example, when launching WhiteBIT Nova in Europe, the emphasis was on integration with local banks, and in Asia, on transaction security.
🔹 Emotional connection with users is more important than advertising
"People trust brands that create emotions. That is why WhiteBIT organizes events like WhiteBIT CUP, where customers receive a unique experience."
Simple advertising promotion no longer works. Today, brands must create interaction with the audience through events, interactive campaigns, and unique collaborations.
🔹 AI is a new PR tool, but authenticity remains key
"We actively use AI to analyze data and personalize communications, but content quality and authenticity remain indispensable."
Artificial intelligence helps track trends, analyze the market, and even create texts. However, the audience wants to see live communication, unique meanings, and real stories.
🔹 Crises are a matter of speed of reaction
"We divide crises into red, yellow and green and have pre-prepared scenarios for each situation."
In the crypto industry, one piece of news can change the market. That is why WhiteBIT has developed a clear crisis communications strategy that allows you to react instantly and effectively.
🔹 PR = continuous learning
"The world of communications is changing rapidly, and only those who learn and adapt stay on top."
PR specialists must constantly update their knowledge, follow trends and improve their skills to remain competitive.
Read more about trends in PR here
💬 What other trends in PR have you noticed recently?
Top comments (2)
You might want to change the title; I originally read PR as pull-request and I'm sure others will too.
I want to become a programmer, help me find some good free courses