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Public Relations (PR) is a method of connecting with influencers, industry gurus, customers/clients and publications in order to disseminate information about a business, organization or particular message. Check out the benefits of hiring a Public Relations Specialist!
The challenge?
In most cases, you have very minimal control over the output of these efforts.
PR efforts result in what we call editorial content. Editorial content is content that is not advertising-based. This also means that you do not have the ability to control exactly how that content is shared. That is where Public Relations professionals come in. We use strategies to work with reporters, influencers, bloggers and so on in order to ensure that the right message is delivered to the right audiences – and at the right time.
For example:
You have just opened a new boutique selling children’s clothing and you want to make sure that parents know you exist. You can take out a full-page advertisement in the local paper and run targeted Instagram ads. Or you can craft a press release with a catchy headline, put together a media kit with a product that will impress your audience and reach out to mom bloggers. Perhaps one of those mom bloggers absolutely LOVES what you are doing and she decides to write a blog post about your new boutique. She then shares it on Facebook and Instagram, garnering visits and helping you build brand equity. This creates authentic and somewhat free coverage of your brand.
Here are 4 reasons you may want to consider hiring a Public Relations Specialist (or team of specialists) to help share your company’s message with the world:
1. Clarifying Brand
When starting a PR campaign, an experienced specialist will work with you in order to identify your company’s core values, goals, mission and vision. By creating cohesive brand messaging, your target audience will have a clear understanding of the products and services provided by your company. If the media is confused about what you’re doing, they probably aren’t going to go out of their way to share about it with the world.
Ask OTM about our Brand Bible – a deliverable that provides brand clarity and consistency to you and your team.
2. Boosting Credibility
Credibility is not built overnight. Utilizing the right public relations techniques, your company will lay the foundation of trust and start developing a sustainable reputation.
Some of those techniques include:
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Working with Reliable Sources – If a trusted source speaks highly on behalf of your company, your business gains credibility due to the source’s credibility.
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Consistent and Clear Communication – Be honest and transparent with your audience. Make your customers feel safe and ensure they made the right decision by working with your company.
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Positive Promotion – Every award, victory or accomplishment from your company needs to make it to the eyes of reporters and media in your area.
The public wants a trusted expert in your industry, with a little help from public relations, your expertise credibility will increase over time.
3. Controlling Conversations
Google and Yelp reviews can be very beneficial to a company. However, if Google and Yelp’s reviews are not monitored and controlled, they can be extremely detrimental. Review platforms are designed to share reviews both positive and negative. Unfortunately, people are much more likely to complain when they’re upset than praise when they’re pleased. In fact, review sites can quickly turn into the public’s virtual punching bag. People say what they want, whenever they want regardless if it’s true or false.
PR specialists can use programs like Podium and Brand24 to monitor and respond to reviews while flagging recurring issues to improve the business itself.
4. Staying Significant
A PR campaign is not something that ends in six to eight months, once you quit talking about your business, so will the press. A good strategy includes constantly putting out newsworthy press releases and stories to keep your business relevant. Don’t be scared of the media; instead, use it as another way of communication between you and your target audience.
Unsure how to get started? Reach out today to chat with OTM’s Public Relations Specialists and get your business in front of the right people.