The implementation of a successful PR strategy is a very complicated process. PR involves a number of techniques used in other kinds of marketing and this usually confuses many new business owners.
You need to understand the importance of PR before you start coming up with the best strategies to implement.
What does PR entail?
According to FinemanPR.com, “public relations is changing radically and becoming more dynamic.” To understand the importance of PR, you need to figure out what it entails.
However, there is no straight answer to this question because every PR strategy is custom-made to a specific business just like a well-executed marketing plan should be.
Here is a guideline for the things that PR involves:
Press releases – a press release is a great way of keeping the public updated about any recent changes in your products or business.
Press releases are usually distributed online on websites such as PR Web. Such sites allow you to distribute to major search engines and news sites quickly.
Press tours – these tours help in identifying the influential and important journalists in your industry. Once to spot them, you need to give them a reason to want to meet with you.
You can do this by creating an interesting and exciting topic that will be interesting to the readers of the blogger or journalist.
Media alerts – a media alert is similar to a press release. However, instead of providing info about your products and services, you will tell the media about an event or conference that you are holding.
The idea behind this is to encourage the reporters and photographers to attend and give your company some exposure.
Social networking – with the increasing numbers of social media users, the purpose of social media for businesses has risen drastically. It is easier to build and maintain relationships with your existing and prospective customers.
Trade shows – attending a trade show that is specific to your industry is a great way of networking and meeting with influential people. You can build connections, generate interest in your company, and develop your brand.
Email marketing – email marketing plays a major role in a PR expert’s toolkit. You use it to create a database of existing and potential customers. You can then use this information to tell them about new products.
Understanding these techniques is one thing but being able to implement them without any experience is quite another. This is why many businesses hire PR firms to combine these techniques with a clear plan and produce the best results.
Benefits of successful PR
Affordable brand awareness
Coming up with a PR strategy is the most affordable method for increasing brand awareness. Most PR can be done at very cheap prices when compared to traditional advertising. It does not cost much to develop a social presence, attend a press tour, or distribute a press release.
However, when you do all these things well, your brand, products, and services will be placed directly in front of your target audience.
When you use PR as a marketing tool, you also gain credibility in the industry. This is because the information comes from a 3rd party, making it more believable to the consumer. However, if you use TVs or billboards to advertise your brand and products, the consumer will be skeptical.
Overall, developing a good public relations strategy is important if you want to take your business to the next level. When done properly, PR provides better results than advertising while costing you less money. If you experience bad press, a good PR strategy minimizes the damage.