A Few PR Tactics To Consider
Each new year forces those in the Public Relations world to anticipate and predict what changes will occur. The following expectations offer food for thought as you set your Public Relations course for your company.
- Diversify - More Than Last Year - Traditional PR has evolved from just focusing on reputation management to market/technology-driven activities including:
- Crisis Management
- Search Engine Optimization
- Social Media
- Content Creation
- Media Influencer
- Analyst relations
New PR skills should also evolve in ways such as increased digital content (videos and podcasts) dedicated to producing content for a wider range of digital platforms that shape broader awareness.
- Coverage - Always King - A well-earned hit in a prime media outlet is sweet - whether in print, broadcast, radio or social.
- Social Content on Steroids - When producing podcasts or writing I-articles, the entire scope should have a social facet. Experts predict the 'rapid response' process will become even more social.
- Stories Prevail – If you prefer writing whitepapers, articles or blogs, be sure to showcase writing skills with content creativity.
- SEO Boost - Whether with links back to client’s sites or links to their social media, every piece of content produced must deliver embedded SEO value for the company.
- Spotlight PR To Taste - People always ask “what impact” PR has on their bottom line. What sales growth does PR produce? What’s the difference between PR and advertising? We tell them that PR makes a critical difference to their company. The world quickly spots the difference between a bought placement and true editorial; placed copy feels like hype and it is.
The convergence of PR, marketing and advertising often compete and seem redundant. As editorial and advertising evolve, the pay-for-play content appears more repetitive which means it will be skipped. In the end the market and your audience wind up making the decision. Just remember that a free and impartial press is integral to honest and balanced messaging.
PR by its very nature combines the story, a benefit, relationship to a topic, and background facts that create a platform. This combination builds trust and builds reputation between an organization and its target audience. Each actually needs the other to maintain a bond of trust critical to everyone in the loop.
Pat Dwight - 1-20-19
But, You Didn't Deliver What You Promised ...
Does this ring a bell with you ... you hire a vendor to provide a service to your company and it goes terribly wrong?
Several years ago as the Mar-Comms Director for a large technology innovator on the ‘client side’ of the fence, I conducted a PR agency review seeking help in enriching our media presence, enhance our brand awareness and grow the company.
Once the initial research (verifying references, identifying, interviewing, testing, comparing and final selection of the background review) was completed, my colleagues and I were satisfied that our efforts had brought us to the best candidate, and we signed a limited retainer with them.