Effective PR Hacks To Build And Implement Your Own Strategy
Today, all public relations teams should have a development attitude. Doing PR for the sake of doing PR is the same as doing nothing at all. Having a growth mentality entails a lot of experimenting to understand what will help your business and achieve awesome outcomes.
Public relations must be an element of your business's growth and marketing plan. You must begin as soon as possible. According to some public relations professionals, your public relations trials should begin six months before you plan to introduce your product or service.
You should be working on a strategic plan that includes your current PR trials, observations, data collection, and future experimentation. So you know what works and what doesn't, and you can scale up the things that are performing well. Because you come across so many different settings, your PR experiments may teach you a lot.
What do you want to do? Set a PR goal for yourself. Do you wish to gain 10,000 new customers? Do you wish to attract the attention of potential investors? Do you want to be the first to bring a product to market? What you aim to accomplish affects where you should be noticed. You can break down the research you need to complete if you start at the end.
Who are you looking for if you want 10,000 new customers? What are they reading? Setting a goal will allow you to answer these crucial questions before continuing your investigation. For example, getting mentioned in The Telegraph may appear to be a smart idea at first glance - excellent headline, large reach – but if your target client is a millennial, it's not really relevant! You want to be sure that the PR you undertake will result in a return on your time commitment.
Starting at the end might help you establish how to evaluate the performance of your public relations effort. If it's consumers, simple app downloads that spike, when coverage is unavailable, are a good indicator. Keep a check on your Google analytics and internet mentions to gauge awareness, and a simple invitation to a meeting will be enough to get funding.
Once you've decided who your target audience is, you should start reading what they're reading. In an advertising section, most journals will include a breakdown of their target demographic. Spend 15-20 minutes every day browsing through media that you recognize as relevant to your target demographic. Any tales that are relevant to what you're doing should be recorded in a spreadsheet. Make a note of the publication, the writer, the date it was published, a brief synopsis of the piece (140 characters or less is ideal), and a link. If you're not sure what your customers read, simply ask them — a simple survey would suffice.
Over time, you'll figure out who your go-to journalists and magazines are, what stories work for you, which profile possibilities are a good fit for you, and how frequently they write. Email addresses and Twitter handles are easily accessible online, and when it comes time to pitch them, you'll be able to add context and start a meaningful dialogue, rather than sending an email that blends in with the rest of their inbox.
Setting up Google Alerts for all of your main rivals is another useful option. Examine where they are being covered and why. Pitch the journalists you'll be speaking with and demonstrate why you're unique. Alternatively, use Flipboard to keep informed on the move, and browse the headlines during your commute.
The research will be essential in determining what a tale is. You are rarely the protagonist of your own tale. You must have a news hook and be factual at all times. Fundraising, product debuts (which are difficult to publicize unless you're Apple), insightful data obtained through your service, a campaign you're beginning, or foreign growth might all be hooked. Regardless of the hook, you must be able to talk about the larger picture. What is the significance of this? What does this say about the market in five years? What exactly are you "disrupting"? Consider thinking large and brave. As a startup, you don't have to be as careful about what you say as a large public corporation — so have some fun!
A press release should provide a writer with all of the information necessary to tell your core narrative. However, you must be able to provide more. Provide them with interviews, consumer case studies, photos, off-the-record material, and whatever else they need to find the one viewpoint that works best for their audience.
It's preferable to reach out to journalists by email, Twitter, a personal introduction (speak to your fellow Founders), and, if you're feeling courageous, via phone. A journalist is inundated with material and proposals on a regular basis and can only write a few pieces. So make sure your subject line sticks out, that your email pitch is succinct and entertaining, and that you give the appropriate context. You may mention past pieces they have published and how your firm relates to them if you do your study. Give them some breathing room after you've pitched once. It's fine to follow up a few times, but not within five minutes, and after a few days of silence, even with nudges, move on. They simply aren't interested in you.
Entrepreneurs can, in fact, handle public relations. As someone who grows my own PR firm by selling public relations, it hurts me to meet with hundreds of entrepreneurs and see some of them fail.
If you want to get rich, very rich, then public relations isn't the vocation for you. However, you can undoubtedly make a decent living in this sector, and the rewards, both financial and otherwise, make it a gratifying one to work in.