The goal of any PR strategy is get your message out in front of your targeted audience; your existing customers, and your hopeful ones, too.
Whether you’re the CEO of a well-established business and you are looking to expand your reach, or you are the founder of a bootstrapped startup and you want to get the word out about your new venture, there are specific strategies that you should be employing in your PR efforts.
Here’s a look at some of the best and most effective PR strategies that you should start using today!
Take Advantage of Native Advertising
copyright: arthurhidden@ fotolia.comWhat is native advertising? It’s a type of paid media that utilizes content that fits into its specific environment in a natural way. It doesn’t really resemble advertising. Instead, it looks more like a normal piece of content, but it has a clear goal: to bring your brand in front of a brand new audience.
Why is native advertising an effective strategy for PR? Put simply, it’s because the general public has grown tired of traditional advertising. They are sick of seeing promotions. Native ads, however, by their very nature, aren’t promotional; rather, they offer real value to those who are reading them. That value ends up leaving a big mark and creates a sense of trust between your readers and your brand.
To get the most out of native advertising, make sure that you are producing ads that tell a real and engaging story that your audience will be able to relate to. The stories should never, ever be sales-like or seem promotional in nature, otherwise they will backfire.
The great thing about native advertising is that it perfectly blends into the environment. If the ad is well-written, is based on a really insightful and engaging topic, and offers value to readers, it won’t stick out like a sore thumb. As a matter of fact, if it weren’t for the signature that states it is “branded content”, nobody would ever know that it was an ad!
Make Your “Why” Clear
In today’s technology-driven world, brands are under constant scrutiny. Customers are all too happy to point out the flaws of a business, such as poor customer service or falsified claims made by a particular product. As such, business owners can no longer hide their shortcoming. This may seem like a challenge, but it can be a great opportunity for you to establish and execute your core values. In other words, it’s a fantastic way for you to humanize your business, which will make you much more relatable.
Take the time to determine the “why” behind your company, and make sure that you really incorporate it into you culture. When the public sees that there are people behind your business with real ideas and a real purpose, then they are less likely to bash, name-call or put down your establishment. Why? – Because they’ll be able to relate to your business and the people behind it. This can do wonders for your success.
Take Advantage of the Influencers
Influencers are person, organization, social media platform, blogger (you get the idea) that connect with your targeted audience. Influencers are a super powerful force in PR today, and you want to make sure that you use them to your advantage.
Audiences today have grown leery of traditional advertising. In fact, the general public really doesn’t trust it. So how does your market decide what products or services they should use? – They largely rely on third parties, or influencers, for recommendations.
Influencers have a large audience, and their audience looks to them for guidance and advice on the things that matter in the industry they promote. In essence, they give their approval to your brand, and in turn, those who follow them purchase the products or services that they recommend – the products and services that your business offers.
To take advantage of influencers, develop meaningful relationships with them. Establish your credibility. Stay in constant contact. Share insightful news. Welcome feedback from them. The more your lines of communication are open and honest with top influencers in your market, the more PR you’re going to get, and the greater your chance of getting seen by their followers – your targeted audience – will be.
Today, the competition among traditional media outlets is stiff. The continuous cutbacks of budgets and staff within these outlets is making the competition even more stiff, which is why offering exclusivity to them can work to your advantage.
An excellent way to get your story picked up by a media outlet is to make your story exclusive to them. Instead of sending out your press releases to dozens of outlets, send it out to just one big name, and give them exclusive rights to it.
Speak to Your Customers
What’s the best way to relate to your customers? – Speaking to them! If you want your PR efforts to be as successful as possible, you want to speak directly to your customers. Use language that they can understand. Tell stories that they will find value in and that they can relate to. Be useful. Be engaging. Let your customers know that they matter.
The more that you speak to your customers, the more likely they will be to interact with your business, share your message, and purchase products. You’re more likely to trust and buy something from someone who is speaking directly to you instead of someone who looks like they are talking to you for the sole purpose of making a sale, right? Well, your customers feel the same way.
Establish Your Goals
Lastly, you want to make sure that you establish your goals. Actually this should be the first strategy that you should employ. What is your goal for your PR strategy? What are you hoping to achieve? Why are you using PR in the first place?
Make sure that you establish and understand your goals and you will be able to make your PR efforts a success.