Public relations is sometimes called earned media because it involves a bit of work, but in the end, you’ll find it’s worth it.
A business with a solid public relations strategy will:
- Build credibility
- Promote its brand message
- Establish relationships
- Tell ideal clients how they can solve their problems
- Raise awareness of a product, service or event
- Lobby for regulatory change that benefits the organization or its clients
- Demonstrate community involvement
- Connect online
- Protect one’s reputation
- Learn more about the target market
- Motivate employees and attract more qualified candidates
- Attract funding or investment
If you are a non-profit agency, public relations is essential because it assures funders that you are making a difference in the community. If you are a company, it lets potential customers know that you on top of your industry.
Having a third party provide implicit or even explicit endorsement by covering your brand can raise your stature. If you are in a competitive industry, it can become a motivating factor to why your product is chosen over that of the competitor.
DETERMINE YOUR PUBLIC RELATIONS STRATEGY
In today’s day and age, offline audience is declining, and online audience is increasing. Audiences are fragmented. A small blogger with 2,000 followers may be able to generate more value for your audience than a profile in the local paper. When planning a PR strategy, it’s important to include online sources.
Public relations isn’t free advertising. Often businesses will be disappointed that the reporter or editor didn’t promote their key points in the article. This is not the journalists job. That’s why having a strategy is key before you speak to the media. Tailor your message before you connect to avoid misunderstandings, but don’t be afraid to go off-script. A compelling story will help the reporter stay on track.
Defining your target market will ensure that your message has impact. Each message that you send may have a different target audience whether its investors, funders, clients, employees or the broader community.
Negative PR on online backlash is a fear for many brands. As a result, some are afraid to put themselves out there. However, developing relationships and demonstrating a positive contribution to the conversation can help companies stay on top of potentially negative coverage.
Shella Gardezi is a marketing, PR and SEO specialist with experience doubling website traffic and sales and getting features in national publications and on the airwaves.