This article originally appeared in Ad Age.
Before diving in headfirst, marketers need to put guardrails in place
The metaverse is taking the world by storm, with mentions of “metaverse” increasing by 135% in 2021 Q4, new hires soaring and virtual real estate sales expected to reach $1 billion this year.
This has understandably motivated brands from nearly every sector to dip their toe in the metaverse—ranging from branded experiences and NFTs to virtual storefronts in metaverse worlds.
There’s been a rapid shift over the past year in metaverse-related public relations, starting with a few innovators announcing creative cryptocurrency-backed projects or launching NFTs.
When it comes to messaging and getting press coverage of new metaverse initiatives, here are five ways brands can master metaverse PR:
Be strategic with PR
One of the main reasons brands are getting involved in the metaverse is to convey to their audience that they’re relevant and innovative, and they believe their consumers will be there as well. Maximize the time and financial investment it took to show up in the metaverse with PR that helps you get credit and coverage.
A thoughtful PR plan should take into consideration opportunities to make big announcements with press releases, interviews, thoughtful bylined articles and social media campaigns.
Learn who is covering the space
Ad agencies have to navigate the ad trade reporters. D-to-c brands are focused on consumer and retail outlets. The metaverse is no different.
If you want to earn press in this space, you’re going to need to get to know the reporters and publications that are covering the metaverse on a daily basis. Start exploring national publications, such as WIRED, TechCrunch, Mashable, Fast Company and more focused titles, like MetaverseMagazine, Cointelegraph and CoinDesk, today if you haven’t already.
Talk the metaverse talk
Even if your company is getting involved in the metaverse, your marketing or PR people and even your senior leadership may not be as familiar with the metaverse as your tech team.
Be sure you get up to speed on the language of the metaverse. There’s no shortage of round-ups, glossaries and beginner guides to help you better understand the terminology reporters, consumers and metaverse insiders are using.
Walk the metaverse walk
Just like consumers, the press can smell inauthenticity a mile away. You’ve got to back up your metaverse PR efforts with real substance.
Brands that have pursued the metaverse PR buzz but have failed to deliver on a positive experience risk damaging their reputation. Even if you have to start small, be sure your metaverse experience is ready to go before you kick off your PR outreach.
Share your own take on the metaverse
Don’t make the mistake of staying on the sidelines because you think that only gamers, crypto traders and tech types can talk about the metaverse in the press. Many disciplines and sectors outside of pure tech will interact with the metaverse. Whether you’re a CMO, an influencer, an investor or a PR pro, the rise of the metaverse has implications for everyone.
If your brand is making real moves in the metaverse and you have a unique point of view that you can confidently talk about, go for it. Draft a bylined article or secure a media interview so you can share those insights. This is a great way to start positioning your brand as a thought leader in the metaverse space.
The bottom line: The metaverse hype has created enormous anticipation around the future. Brands and consumers alike are excited to learn more and get in on the action. But before you dive in headfirst, make sure you have some PR guardrails in place. The metaverse is still in its infancy so there’s no real playbook and no real experts. Be thoughtful.
Do it the right way, and your brand will capture the first movers advantage and be viewed as a forward-thinking player in your industry. Do it the wrong way, and your brand could damage its reputation and relationship with consumers. Don’t do it at all, and you risk being left behind.