Public Relations has come a long way from being just a sales strategy to an art of building and nurturing a brand, making it vital for all businesses be it small or big. Public Relations is not just about Media Coverage, its about Stakeholder Management, Reputation Management, Influencer Engagement, Networking, Media Management, Events, Sponsorships etc. Here are few tips for successful Public Relations.
Is your story newsworthy?
PR professionals need to understand that the media space is a very competitive arena and only stories that are newsworthy get published. Therefore, in order to build a positive brand image of your company in the media space, it is very important to ascertain if your stories actually have the news value. Repeated weak pitches and weak stories form a negative opinion about you in the journalist’s mind which can hamper your chances of getting a good story published.
Focus on all media outlets
A good Public Relations Campaign should essentially focus on all media outlets. In this digital era, Social Media, Influencers & Bloggers have a huge impact on the society and can either make a brand or break a brand. Hence, its very important to tailor a PR campaign that focuses on all facets of the digital media as well as the traditional media.
Make a reactive pitch
Rather than bombarding journalists with your stories/ideas, find out what they are working on. Try and give them snippets/ideas that would aid them in completing their story. This way, there’s a win-win situation for both the parties. While you get to see your brand mentioned as part of a larger story, the journalist gets to finishing the story from a 360 degree angle.
Follow an Annual Calendar
For the success of Public Relations, it is paramount to have an annual calendar. Be it in-house or an agency, an annual calendar gives you the focus you need and sets the direction for the success of your campaign. It allows you to plan your announcements, releases, pitches, editorials, meetings, stakeholder engagements, events etc. It also gives your client the assurance that their brand is in the hands of the right individual/agency.
Master Best Practices of Content Distribution
Journalists, Influencers & Bloggers receive hundreds of emails in their inbox every single day requesting coverage. In this flooded inbox, how will your story stand out? It all starts with a stellar subject line. Your subject line is the face of your story and should have the ability to summarize the entire pitch. Once your email is opened, a compelling story or an idea is going to land you luck. If your story is not strong then a stellar subject line is of no use.
Build excellent relationships with media stakeholders to understand their interests and preferences. This allows you to determine the best time to send them emails and best time to call them up. Influencers/Bloggers having 1,000 to 10,000 followers hold more power in today’s digital world. These micro-influencers tend to have a more engaged, loyal following. They are more likely to be seen as a trustworthy source of information and recommendations.
Sponsorship/Event Partnerships
Always be on the look out for events that resonate with your brand or your CSR campaign. Its very important to associate your brand with a positive cause that has the potential to generate goodwill. These associations and partnerships will go a long way in strengthening your stakeholder and investor relations. Sponsor seminars/panel discussions that fall in line with your business. If you cannot sponsor, then look out for speaker opportunities that offer a platform to share your brand story with the mass.
These are my tips for successful Public Relations. If you have other tips and would like to share it with our readers, kindly add them in the comments section below.
