In this article Chris Ryan challenges the reader to consider PR as a critical component of the end-to-end marketing process instead of a separate and distinct part of the marketing operation. He also describes how a strong PR can expand your target audience and offers outside-the-box strategies you can try right away.
Press releases are the backbone of public relations because they are highly informational and tell an ongoing story of the organization’s progress (or lack thereof). Press releases work best, and are published more often, when they are factual instead of sales-oriented, and concise instead of wordy. Make sure to optimize your releases for search engines by including keyword rich content and links back to your Website.
Remember that press releases are also referred to as news releases for a reason – they are supposed to be about news. Examples of legitimate topics for press releases:
PR Can Make a Big Difference!
While PR is usually better at creating awareness than in generating leads directly, you will often get actionable leads from a clever and well-executed PR campaign. When the prospect is interested, either because he or she remembers you from the press release, article or news story, you are more likely to gain consideration than if you are unknown to the prospect. That is the essence of the PR strategy—creating awareness, spreading the message, and preparing the groundwork for future sales.
Consider expanding your target audience with your PR strategy and messaging. In addition to the usual targets of press and analysts, make sure you also include:
1. Employees – Employees should never be taken for granted. They can do more to help you, or hurt you, than any other group.
2. Customers – They are always an important segment of your public. Their opinion of your products and services is paramount because their willingness to spend money is what allows you to exist.
3. Prospects – Public relations can be a powerful weapon in the effort to turn prospects into customers.
4. Stockholders – Whether you are a public or private company, investors have a large stake in the success of your organization.
5. Industry Leaders – Every industry has a small number of individuals who have the capacity to influence large numbers of others. Building relationships with the right industry leaders can do more for you and your organization than mailing tons of press releases.
6. Community and Government – Most organizations depend on the loyalty and support of people in the local community. It is a good idea to have community leaders and the local, state, and federal governments on your side.
Send your press releases, articles, relevant blog postings, and other announcements to these groups to keep them in the loop with what you are doing.
Outside-the-Box PR Strategies
Make it personal – There are two important ways to make your PR personal. First, by the tone of your communications focusing on the human side of your target audience. The second part of being personal is to base your PR on a key executive who has special and acknowledged expertise in your chosen market.
Make it fun – People like to do business with people they like. One of the best examples of a fun personality combined with great business acumen is Herbert D.Kelleher, founder of Southwest Airlines. When asked what made Southwest Airlines unique, Mr. Kelleher answered, "...our people…anybody can buy the tangibles, but nobody can replicate the intangibles very easily."
Make it unique –Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. People notice uniqueness far more easily than me-too-ism.
Make it sticky – Stickiness refers to messages that are memorable. There are two ways to aid stickiness: first with a unique and powerful message, and second with a good message repeated over and over.
Persist – Many companies practice just enough PR to say they have done it. A press release every six months is not going to cut it. Send news out on a regular basis.
Use social networking – There are many social media tools available to help you drive public perception, and gain far more awareness among your target audience. For example, a blog is a great way for reporters, editors, and analysts to find you and get the word out about your company and products.
Search term alignment – Coordinate your search engine optimization (SEO) and pay per click strategies with your public relations messages. Include key search terms in the text of every press release.
Get published – There is something about the written word that adds to an individual's credibility and reputation. The greatest credibility builder is to publish a book. If you do not have the time to write a book, at least publish articles.
Self-promote - Get your name out there with public speaking, presentations, podcasts, articles, blogs, LinkedIn, etc.
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