Effective strategies and tactics to boost your campaign
Working in public relations is all about strategy. Here are some quick tips to include in your PR strategy to be a trusted adviser to your company and clients:
1. Build relationships with journalists.
Although this may seem like a no-brainer, people often undermine the importance of building relationships. When contacting a reporter, send them a personalized message addressed to them, not a generic message addressed to the news outlet. Like networking, having an established relationship will boost your chances of getting your content in the news.
2. Use social media to your advantage.
Social media gives us so many opportunities. We have the ability to post content and engage with our audience in real time. If a crisis occurs, you can make a post in minutes. It’s instant conversation to your clients with the ability for them to respond quickly and easily.
3. Write a good news release.
When working in PR, one of the most important things you should know how to do is write a great news release. When writing one, act as if you’re in the final stage of the editing process. Did you write a strong lead that will capture the reader’s attention? Did you follow AP style guidelines? Did you provide supporting details in a concise manner? The instructions are easy to follow, yet sometimes overlooked. Write the news release for the news outlet’s audience.
4. Use testimonials.
Testimonials are a great way to incorporate positive reviews into your social media and website. There’s no better way to showcase your expertise than to have a previous customer vouch for you.
5. Set measurable and attainable goals.
Seeing the big picture is important, but how are you going to get there? It’s important to set specific, measurable goals that will bring everything together. What are the individual tasks you’ll complete to move toward your goal?
6. Know your target audience.
Who are you trying to reach? What’s the best way to reach them? Is it social media? And if so, which app would be most effective? Knowing exactly who you’re trying to reach can save a lot of time and money when running a campaign.
7. Use data wisely.
When working with an established brand, use data. The best way to predict the future is to analyze data from the past. What has been used in the past? Was it successful? If so, how many people engaged with it, and did you make any new sales from it?
Data is the primary research you never knew you had. If something failed in the past, don’t do it again. If it worked, use it again.
8. Position your brand.
When creating content for your client or the media, think of how your company is different from your competitors. What makes your brand unique? What can your company do differently? When you know this, you can position yourself in the market to meet the specific needs of the consumer. Don’t change your brand to match others; embrace your differences.
9. Use free tools and software.
The best thing about PR today is all the available free resources at our fingertips. Websites and software can help you correct your grammar, design a social media post, and enhance the visibility of your company.
10. Engage with your audience.
Most successful companies have one thing in common: engagement. When customers engage with a company, they want a response. Whether that’s responding to them through an email or a comment on Instagram, they want to know they were heard.
By following these guidelines, you will simplify your routine and organize your resources to use them more efficiently and effectively. Ultimately, you will build relationships based on trust and turn them into profit.
About Christie Parhiala
Christie Parhiala is a fall intern at Axia Public Relations. She is currently a public relations and marketing student at the University of North Florida.