Discover how an integrated approach can contribute to your success
Many companies have a limited vision of the function of public relations. They use it chiefly for writing news releases for media coverage or spinning information to get them out of trouble. You should know that the field of PR is expanding and gaining in importance. If you’re not using it to its full potential, your company is missing out on key opportunities for growth, visibility and profits.
The shift in PR means that companies have begun to think about it differently and transform the ways they use it. PR should now be an integral component of your overall organizational strategy, interwoven into everything you do. Indeed, some PR tactics may change the way you look at your entire operation.
- Brand engagement.
It’s not enough anymore for customers to just purchase your product. For your business to thrive today, they must feel something for your company and understand your experiences. Each time customers engage with you, they are letting you into their world and offering vital information. This helps to encourage repeat purchases and loyalty for your brand.
PR leads the way in this effort through initiatives to correlate your brand with your ideal buyer persona and facilitate two-way dialogues on social media platforms. In a recent survey, approximately 70 percent of respondents reported that they prefer to purchase from brands they engage with on social media. When audiences have meaningful connections to your company along with opportunities for real feedback, it brings more value to your brand.
- Content marketing.
Gone are the days when you could put just about anything on a web page, repeat your company name a few times in the document, and call it information. Now, you must learn what your audience is interested in, where and how they want to see that information and deliver it in a timely but unobtrusive fashion. If done well, customers will look to your company again and again as the business that solves their problems and affects their lives.
Generating and spreading the right content is what PR does best. Consumers don’t want constant “buy me” messages; they expect interesting, constructive content they can use, share and trust. Great content must be relevant to your brand goals, influence action and build relationships. Then, you should promote it so people can find it. You also need to measure how your content is performing and find ways to repurpose it to get the most out of every blog post, tweet, news release and presentation.
- Multidisciplinary PR activities.
A quality PR firm can help solve your communication challenges, advise leadership on best practices and company operations and keep an eye on economic and global trends. Interactive media, video productions and technological advances also now fall within their skill set.
At Axia Public Relations, we think beyond the separate silos and boundaries of traditional PR duties. We understand the intricacies of content, branding and communications and know how to bring them all together for the benefit of your company. To find out what we can do for you, contact us today or download our e-book Maximizing Your Public Relations Investment.
Lisa Goldsberry is a senior blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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