What if we told you that every successful company or brand had a successful public relations (PR) strategy behind them? Better yet, what if we told you that your brand could have a great strategy too? There may be no substitute for the range of services a PR expert like Seren Global Media can offer, but there are a few tools you can implement that can organically increase the contact you have with your audience. So, put the P back into PR by considering the following:
P is for Plan
First things first, review your past PR activity. If it was digital, use Google Analytics to explore visitors to your content and utilise marketing software like Eloqua to identify where your lead generations came from. What do we mean by leads? A lead is a potential customer that has shown interest in your brand. A sentiment analysis tool will help you find the positive or negative mentions your brand received during a given time period. While performing this research, consider whether your goals have changed since your last PR campaign. What about your target audience?
Following this, research the type of content your competition is creating and use it to frame a concept-storming session of your own. Make sure to tease out any overarching themes, which can be used to structure and map your content onto a PR calendar. Include physical and online channels where your target audience are most likely to be found!
P is for presence
Having a consistent presence, with the same key messages, across multiple platforms is vital for a PR strategy. Without this, your customers are less likely to trust what your content says. Presence and content are inextricably linked, which is good for you, as creating content is where your passion can really shine! That being said, don’t substitute quality for quantity. Consumers will always welcome well-crafted monthly updates over rushed, poorly written weekly ones. Remember to work smarter, not harder – turn content into different formats, or look at it from multiple angles. Finally, make sure that you’re working according to your PR calendar, so you keep on track!
P is for personal relationships
Building positive relationships with your target audience will help cultivate a strong brand community and customer loyalty – so respond to those emails and share those tweets! Your consumers aren’t the only players in the PR game, however. It’s the 21st Century and you also have to think about influencers, fellow bloggers and vloggers. They can be a huge source of exposure, so reach out to prolific and popular ones in your niche and encourage them to share your content.
It’s also important to invest early on in building relationships with the press.. Find out what formats are well-received by industry specific publications and local and national news outlets, and always be responsive, timely and credible.
P is for persistence
To really get yourself heard, it’s time to realise that a one-off blog post isn’t going to distinguish you from your competitors. True, we said that quality is better than quantity, but guess what’s better than that? Quality and quantity. That’s right, it’s time to be persistent and increase your output over a long period of time. Persistence for persistence’s sake will tank your PR strategy, however, so make sure you write with purpose – keep your PR updates relevant to your niche and useful to your audience.
And finally, R is for Results!
Arguably, PR should stand for ‘Patience Required’! You can have a well-researched and developed PR calendar, a consistent and persistent presence across multiple digital and physical platforms and a long and regularly updated contact list, and results will still not happen overnight. Good PR takes time – give it six months (or longer) to see measurable results.
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