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PR Hack of the Week

Axia Public Relations




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Make your website easily accessible

 

With so much information on the internet, it’s important to have all of your content linked together.

 

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Join professional associations

 

Being a member of a professional association opens the door for a great deal of networking opportunities. Joining an association like the Relations Society of America can also grant you access to more educational opportunities.

 

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Have humor

 

PR shouldn’t always be serious. Sometimes, humor or a pun in the appropriate place can make a big difference in catching an audience’s attention.

 

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You can’t guarantee PR results or media coverage, but you can offer a bonus for hitting SMARTER objectives and KPIs.

 

Although no one can ethically guarantee earned media coverage, you can ensure your PR agency and staff gets bonuses for hitting specific objectives. If a PR firm you’ve working with hits certain KPIs or outputs (including earned media coverage in specific news outlets), you can give them a bonus for reaching such milestones. These bonuses should be tied to something measurable and meaningful so you have an objective metric to base the bonuses on.

 

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Earned media is not guaranteed

 

News media appearances are great. However, they’re not guaranteed. The news media should be absolutely independent and objective. That’s why earned media coverage is so valuable. It can’t be bought, so it’s much more believable and credible than paid media.

Your media pitches need to be newsworthy and interesting — not just to you but to your audience. It’s absolutely unethical for a public relations professional to promise your story will appear as earned media in a credible news outlet. 

That’s because public relations depends on third parties and relationships. Unless you own or control the news outlet, there are no guarantees in PR!

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Don’t get greedy about media coverage

 

Provide data analytics in communications campaigns to meet the needs and demands of clients and employers while understanding the difference between quantitative and qualitative strategies.

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Data Analytics serve as proof of value

 

Provide data analytics in communications campaigns to meet the needs and demands of clients and employers while understanding the difference between quantitative and qualitative strategies.

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Be willing to postpone social media content

 

Scheduling social media content is a great idea, but it’s not always a surefire solution. You should post more relevant content if a crisis happens in your country, a crisis happens in the world, or you want to have content that ties into something newsworthy or buzzworthy.

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Make sure your platforms are up to date

 

This is something that gets lost in the daily shuffle of the grind, but it is imperative that you check every couple of months to make sure all your platforms are up to date. This means making sure all the links are working, your most recent accomplishments are listed, and the pictures reflect current technology quality. This may seem tedious, but the last thing you want is to finally get someone to your website or post and “the important link” doesn’t even work.

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Schedule social media content

 

Creating content for social media months in advance can save you time and a headache. There’s also multiple platforms you can use to post on your behalf so you don’t have to think about posting at a certain time.

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