Even the best business in the world is going to struggle tremendously if they cannot reach their market. Connecting with your customers is critical, no matter what your company does and how big it is. A top priority of all leadership should always be making sure that your product is visible and that your brand is clear, unwavering, and unforgettable. Although every business venture is as unique as the people behind it, there are, fortunately, a few things you can do to ensure you have a strong footing in public and media outreach.
Your News Need to be Newsworthy
“Your PR efforts are meaningless without a compelling and relevant piece of content.”
Vaibhav Diwanji, digital marketing strategist at e-Intelligence
The information your company puts out cannot be exclusively self-serving. Always be sure you distinctly understand how your message benefits the customer, and that the ways in which they stand to benefit from paying attention to you is equally obvious to both the media and your clients. This can include new or changing products, or maybe a new sale or discount opportunity. There should always be an immediately obvious perk for someone to take time out of their day to listen to what your company has to say. Approach your public relations campaign from a position of service, where every message is designed to benefit your clientele.
Make Friends Who Matter
“Identify the five reporters who regularly cover your specific sector and competitors, and work hard at building a relationship with them over the long term.”
Sami McCabe, CEO at Clarity PR
A critical component of a successful media presence is excellent communication with the people best situated to carry out your message. Fortunately, it is often these journalists job to do exactly that. There responsibility is to curate all the information in your industry and decide what is worth covering. So, if you maintain open communications and nurture a positive working relationship with them, you will be much more likely to find your news beating out competing messages for publishing when it comes time for the journalist to cut out less important industry developments. Earn the trust of a reporter by volunteering good information, timely commentary, and honest insight.
Leverage Social Media
“LinkedIn’s free self-publishing tool, Pulse, is an easy but powerful platform to promote your company’s unique viewpoints, expertise and thought leadership among highly-targeted groups of business professionals.”
Both LinkedIn and Twitter can be extremely useful tools in your public relations arsenal. In both cases, you can be active in staying connected with relevant players in your industry. Follow, connect, like, and favorite good profiles and great content when you find them. Over time, your company’s activity is bound to garner you some notice. These profiles exist for a reason, so establish yourself as an unwavering, well-informed, and actively invested presence. When the time comes for you to put out your own message, you will find you have organically built yourself a larger audience with more people likely willing to listen.
Know When to Ask for Help
“At a certain point your time will be better spent making sales or working on your product, rather than trying to do your own PR.”
Arleigh Galant Vasconcellos, principal at The Agency.
Your company should always be sensitive to the fact that, especially during period of rapid growth, you are likely to hit a point of diminishing returns. Excellent public relations requires time and consistency. Depending on the resources at your disposal(both financial and skill-based), you may well find that this type of work is better handled by the professionals. Managing all these relationships, leveraging partnerships, and connecting with your customers are all far too critical steps to success for anyone to cut corners, so be able to recognize when the time comes to call in the experts.