You take pride in your ability to appear intelligent. We're all guilty of it. In fact, I'm ready to wager you've probably pretended to be intelligent on several occasions just to keep your dignity.
When it comes to public relations strategies, you want to appear as a genius because you are one. Let's take a look at a few areas where you should brush up on your PR knowledge.
The press release is still alive and well, and people read them when they're done well.
Over the previous five years, the press release has developed significantly, aided by social mediaand inbound marketing.
The following are some key components of a successful press release:
- Visuals can help you get more views.
- Include a call to action in your message.
- Make it search enginefriendly.
- At least one quotation should be used.
- It's a good idea to post it in your company's newsroom.
- Use social media to spread the word.
- Create a compelling title that is search engine and social media optimized.
- It should be written with panache.
The proper use of press releases will turn you into a PR expert and have people talking about your product or service!
Previously, public relations success was frequently measured in terms of impressions. However, while receiving millions of impressions may sound great, it doesn't truly tell you much.
There's no way of knowing if your message reaches the proper people. It's evident that having 100 readers or viewers who care about what you're presenting is preferable to having thousands who don't.
Fortunately, the possibilities for analytics are practically limitless these days, allowing you to present credible data. Do you know what your email's average open and click rates are? Consider how many Twitter followers you have and how engaged they are. What does that mean in terms of your competitors? Do you know how many of your social media fans interact with you on other platforms? Or which platforms are the most effective? Or, more specifically, which customer profiles are most likely to purchase from you?
Knowing these numbers, as well as others, will help you sound (and be) like a PR expert. Not to mention assisting you in moving the needle in your company.
This is a PR 101 lecture, if you will. Isn't it true that every public relations professional knows how totell a good story? Yes, it's possible.
However, public relations is more than just press releases and newspaper headlines. Owned content, such as blog postings, is also included. Do you tell stories in your material that provoke an emotional response?
Did you know that 82% of B2B buyers believe that everyone is selling the same product? Owned contentis an excellent way for a company's personality to shine through, distinguishing it from competing businesses, and this is good PR.
The content should be educational as well as entertaining. Your audience should be able to forget that you are trying to sell them something and simply enjoy your material.
Influencer marketingand native advertising have emerged as the most popular marketing and public relations strategies.
Influencerssuch as bloggers, celebrities, and other industry specialists have a significant impact on a company's public relations.
To be clear, influencers are usually compensated in exchange for their support of your product. Advocates, on the other hand, are typically customers, friends, and workers who freely promote your material.
Make sure you're not breaking any FTC rules if you hire a brand ambassador. If a hired influencer tweets about your product or service, for example, the influencer is required by law to disclose her compensation, which is commonly done by using a hashtag like #client or #sponsored. Lord & Taylor was punished recently for breaking these guidelines.
Using a brand ambassador, on the other hand, when done correctly (and lawfully), will make you look like a PR genius. And you'll be able to see proof in your stats.
You'll recognize that spamming journalists isn't the method to get PR outcomes if you want to be a PR genius.
Rather, you must accept some paradigm shifts.
Rather than considering what a reporter can do for you, consider what you can do for the reporter. How do you make the life of a deadline-driven reporter easier? You want to be known as a helpful person in the media and the blogosphere, not as a worthless shill.
This does not begin with randomly sending emails to journalists. Consider which journalists produce content that you love reading. What journalists cover your company now? Begin with these individuals. Make sure you're following them on social media and leaving comments on their blog posts. Allow people to get to know you online. You won't come across as a creepy stalker if you send them an email or offer to take them out for coffee.
Create collateral assets such as product demos, fact sheets, and infographics to assist bring your narrative to life and offer a reporter more meat for his story when it's time to pitch it.
PR Goals, Objectives, Strategies & Tactics
Both PR and social mediaare built on communication, but social media amplifies your message with real-time messaging, allowing PR to be more powerful and impactful. With the help of social media, content issued via news releases, emails, and other PR-related tools can live longer, circulate faster, and reach a wider audience.
The technique of managing and guiding views of your businessin order to acquire new customers and strengthen existing customer loyalty is known as public relations, or PR. Because the ultimate result is frequently delivered by a third party, PR usually has more credibility than sponsored marketing initiatives.
Word of mouth is one of the most effective public relations methods. One of the best ways to raise awareness about your company or product is to have people talk about why it's great! Partnering with industry influencers to build credibility is a top PR approach in today's digital era.