The Public Relations Blog

How Axia deep dives into clients’ brand, consumers, and competition

 

When creating a communications, PR, or marketing strategy for a company, it can be tricky determining what the company needs help with and where/how it can improve.

 

Axia Public Relations’ strategic insights process is a tool we use for every client as a deep dive into the company’s brand, consumers (or buyers), and competitors. We start by asking the client three questions:

• What are your top one to three business issues?

• What are the one to three titles for your ideal target customers?

• Who are your top three direct or largest competitors?

From there, we begin our initial research.

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A step-by-step guide to creating effective recurring meetings

 

Working with a PR agency requires regular communication and feedback. A good PR agency should strive to be an extension of your marketing team. It should keep you in the loop on marketing efforts to build awareness and brand identity for your company. But just how often should you be meeting with your PR agency?

 

Depending on the volume and urgency of a project, you might meet with your PR agency weekly, biweekly, or monthly. Every client is different. Larger programs or projects require more time and a higher frequency of meetings to strategize and coordinate.

 

You might meet more often at the beginning of your program to have your PR agency get familiar with your company and processes. But too many meetings can take up productive time that could be used more efficiently.

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Did you make a mistake typing in the phone number on your Facebook ad? Or, perhaps you listed the wrong company hours. Unfortunately, once Facebook reviews and approves your ad or boosted post, you can’t edit the text directly. However, there is a hack to edit the text without canceling the ad and losing all its data.

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Measuring your social media pages based on reach, reactions, and clicks is a must when evaluating your ROI. Building a company social media page isn’t something you do for fun; it’s to connect with your customers. Your ROI from social media comes from generating new customers based on your social pages. These measurements reveal the initial steps followers take as they interact with your brand. When you understand these metrics, you are able to understand your audience and what they do with the content you share on social media. For this reason, you’ll want to make sure your company has developed a successful social media strategy.

 

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Recently, I attended a PRSA chapter’s Media Roundtable event where 12 journalists from different outlets and backgrounds gathered to give insight and best practices to public relations professionals. While all journalists have their own preferred way for you to pitch them – and it depends if their outlet is print, online, or broadcast TV – there are some similarities that PR pros should know.

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Your company’s culture is what defines your organization. It sets the tone for how your employees work and how the public views your company. Your company’s culture can determine whether a potential customer chooses you over your competitors.

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