Do you include public relations in your marketing strategy? If not, you are overlooking an important opportunity to get your brand and message out to a larger audience. Public relations is a strategic communications process that can enhance credibility and visibility for your organization while supporting all other marketing efforts. It can also be one of the most cost-effective methods for businesses to raise awareness and grow your brand’s presence.
As you begin to develop a public relations strategy, consider these best practices when communicating with your target audiences to help you stay on top of your game and ahead of competitors:
- Align public relations with your strategic business goals.
A common barrier we see in all types of businesses is silos between departments. Public relations shouldn’t be operating on its own; in fact, it should be working in tandem with and toward the same goals as your sales, marketing and business development teams. Public relations efforts should target key audiences, with tailored, specific messages that support your business goals. And if your business goals change, so should your public relations strategy!
- Build momentum with a steady stream of original content.
Developing fresh, valuable and frequent content is essential for keeping your company’s name top of mind and building your brand. Relevant content on your website, blogs, social media and in press releases will drive SEO, capture your customers’ attention and ultimately drive profitable customer action. Creating videos or infographics is another way that you can generate and deliver content to help tell your story. You can find and share relevant content by not only staying on top of what’s happening within your own company, but also tapping into news and events occurring in your industry by following emerging trends and issues impacting your target audiences.
- Make the most of your press releases.
Even the most relevant, interesting and well-written press releases can get buried in the sea of emails. Follow these tips to help make your news and announcement more effective:
- Resist the urge to send it to every journalist whose contact information you can find. Instead, be strategic in your approach – do your research and find out who your audience follows and reads, then reach out specifically to those journalists or bloggers, and add a personal touch to set you apart.
- Work on building one-on-one relationships with relevant journalists by building trust and respect so they view you as an asset, not a gatekeeper.
- Use an online press release distribution service such as PR Newswire, PRWeb or Business Wire to help broaden the reach of your announcement. These services have powerful targeting options and can help you access journalists, bloggers and other influencers that you couldn’t reach on your own.
- Don’t forget monitoring and analytics. You can derive valuable insights from your press release data, such as audience engagement levels, media impressions, and identification of potential influencers. Given today’s fierce competition for audience attention, press release reporting is a vital tool for demonstrating ROI and finding new opportunities to improve your message strategy.
- Create a personal connection through executive branding and thought leadership.
Just like branding an organization, more and more companies are branding its people – or showcasing their leaders’ knowledge, passion and authority to strengthen a brand’s credibility and relatability. The term “Exесutіve Branding” is gaining importance, as research shows it саn hаvе ѕіgnіfісаnt benefits fоr an оrgаnіzаtіоn, including more еxроѕurе, bеttеr рrеѕѕ, аnd a mоrе trаnѕраrеnt соmраnу сulturе between the buѕіnеѕѕ and its target audiences. In addition, the more people on your team who are building their brands and, by extension, your company’s brand, the more opportunities you have to distribute content and connect with your customers.
It’s time to start thinking now about how you can incorporate these best practices into your public relations strategy so you can hit the ground running in 2019 and beyond. At Incricia, we can help you every step of the way. Contact us today for a free, no-obligation consultation.