Public relations is an essential element to any new venture. It can increase sales by engaging target audiences needed to grow your business. When developing your company’s plan, it’s vital to set aside part of your budget for public relations and marketing.
One of the top questions many businesses have is how to engage the media to garner positive publicity. Below are some tips to help you get on the right path.
1) Research Your Audience
Don’t automatically assume your audience is interested in certain magazines, blogs or newspapers. For example, if you are in the business of landscaping, one might think their audience is reading Better Homes and Gardens magazine. Seems logical, right?
Every audience is different! It’s important to take the time to research their likes and dislikes, what appeals to them and whose opinion they value. You may find your audience much prefers the American Horticultural Society’s The American Gardener or the Garden Rant blog. By doing a little research, you can ensure you reach the right consumer, while saving time and money!
2) Monitor Content and Trends
After identifying which mediums are more interesting to your consumers, it’s critical to continue your research by monitoring content and trends in your industry and in the publications they prefer. Get to know the type of content each blog or reporter is writing about. This will help you understand what your consumers are looking for and what information these publications like to write about. Adapt your business strategies to fit these trends.
3) Create a Meaningful Connection
By getting to know the writing style and content of reporters and bloggers, you are ready to start interacting with them. Comment on their posts, share their content and engage with them on their preferred social media platforms. Take the time to create a meaningful connection. Reporters get hundreds of pitches a week. A little courtesy and respect goes a long way when trying to capture their attention.
4) Craft a Story
Craft – not create – the perfect pitch. Crafting involves making something with the right skill and paying careful attention to detail. You’ve done research on your audience’s wants and your target publications’ needs. Use this information to build a story that involves an aspect of your business, product or skillset. Be careful to not come off as a sales pitch! This leads down a path of superfluous claims, rather than providing practical advice and useful content.
5) Seek Help
Last but not least, you are human. Although we all wish we had Superman capabilities, we simply can’t do it all – nor should we! As the leader of your business, you have other priorities that need your valuable time and effort. It’s important to acknowledge this fact and invest in the right resources to get you where you need to be. By hiring a public relations firm to handle the strategic communications strategy, it allows you to better focus your time and energy.
If you are ready to take the next step, contact us to see how we can assist you with your public relations needs!