How can I use Public Relations for My Business?
Public relations (PR) can be the strategy that changes the course of your businesses. When done well, PR can enhance your brand’s credibility, build trust, and attract attention in ways that ads and self-promotion simply can’t. But if you’re wondering where to start, we’ll break down the steps to building an effective PR strategy for your business and why working with a PR professional can make all the difference.
Why PR Matters for Your Business
Before diving into how to secure PR, let’s discuss why PR is essential. PR isn’t just about publicity; it’s about building a trustworthy narrative around your brand. A strong PR strategy positions your business as a leader in your industry, attracts a loyal customer base, and builds positive brand recognition.
Unlike advertising, which is direct promotion, PR relies on third-party validation, and can be more impactful either on it’s own or when paired with advertising because when someone else shares your story, whether it’s a media outlet or an influencer, it feels more credible and objective to the public.
1. Define Your PR Goals
The first step to securing public relations is defining clear, achievable goals. PR can serve various purposes, and understanding what you want to accomplish will make the process more effective.
Examples of PR Goals
Increase brand awareness: Are you aiming to make your brand a household name?
Attract investors or partners: Does your business need credibility to attract investment?
Build community goodwill: Do you want to position your company as a community-focused organization?
Generate leads: Are you using PR to attract a specific audience or demographic?
Once you have clear goals, you can shape your PR approach accordingly, ensuring your efforts are focused and impactful.
2. Identify Your Target Audience and Media Outlets
A PR campaign is only successful if it reaches the right audience. The key to achieving that is understanding who your ideal customer is and which media outlets or platforms they engage with.
Finding Your Target Media Outlets
Identify Industry-Relevant Publications: Look for outlets, magazines, or websites that cater specifically to your industry.
Local Media: If your business operates locally, start with local newspapers, radio, and television stations.
Influencers and Bloggers: Influencers who are well-regarded in your field can be great allies for reaching niche audiences.
National Media: Once you have a foundation of coverage, you may consider pitching to larger, national publications to reach a broader audience.
Your PR efforts need to resonate with your target audience, and the audience of the media you’re pitching to, to increase the likelihood of successful coverage and engagement.
3. Tell Your Story
When it comes to PR, having a story is everything. Journalists are looking for stories that will engage their readers or viewers, so it’s essential to frame your business in a way that’s newsworthy and relevant.
What Makes a Great Story?
Human Interest: Does your story resonate on a personal level?
Timeliness: Is there a specific reason for your story now (a new product, recent award, industry trend)?
Value for the Reader: Can your story offer value to the public, such as a unique insight, product, or solution?
Your Unique Angle: What sets your business apart? Are you the first, fastest, or only one doing something in your market?
Take the time to refine your story so it speaks directly to what the media is looking for. This increases the likelihood that your pitch will be noticed and picked up.
4. Create a Media Kit
A media kit is essentially a press-ready package that provides everything a journalist might need to write about your business. Having a media kit makes it easier for journalists to cover your story and increases the likelihood of coverage.
What to Include in a Media Kit
Backgrounder: A brief company history, including key milestones and achievements.
Press Release: An up-to-date press release summarizing your latest news or event.
High-Quality Images: Provide downloadable images of your team, logo, and any relevant visuals.
Founder Bio(s): Brief biographies of the founder or key members of your team.
Contact Information: A dedicated point of contact for journalists.
A professional-looking media kit not only shows your preparedness for media attention but also streamlines the coverage process, which can lead to more positive and thorough stories.
5. Make Consistent Media Pitches
A single pitch won’t necessarily lead to a media breakthrough. Consistency and persistence are key to PR success. Regularly reaching out to journalists, bloggers, and influencers with updated information and story ideas will help build momentum over time and show that you are active and involved.
Tips for Making Effective Pitches
Personalize: Avoid generic pitches. Take the time to mention why your story fits with the journalist’s past work or the media outlet’s audience.
Stay Concise: Journalists receive hundreds of emails daily, so keep your pitch clear, brief, and to the point.
Follow Up Respectfully: If you don’t get a response, it’s okay to follow up once or twice. Avoid being overly persistent, as it may deter journalists from working with you.
6. Use the Power of a PR Professional
While you can certainly manage your own PR, working with a PR professional can expedite the process and significantly improve your results. PR pros bring a wealth of experience, industry knowledge, and, most importantly, established relationships with media outlets.
Benefits of Hiring a PR Professional
Experience and Expertise: PR professionals understand what journalists are looking for and how to shape your story to capture interest.
Media Connections: PR professionals have built relationships with journalists and media contacts, who may be more likely to open an email from a trusted source.
Targeted Strategy: A PR pro can craft a targeted strategy that aligns with your business goals and efficiently manages your media outreach.
Better Pitches: With a strong understanding of media etiquette and news cycles, a PR professional can create pitches that resonate with journalists.
A PR professional’s expertise and connections can be instrumental in positioning your business as a go-to source in your field, which can translate to faster and more effective media coverage.
By defining your PR goals, developing a great story, and pitching to the right media outlets, you can create opportunities for positive media coverage. Remember that working with a PR professional can enhance your PR efforts, leveraging their expertise, relationships, and ability to craft messages that stand out in a crowded media landscape, but you can try some of these tips on your own.
If you’re ready to dive in and start your PR journey, download our free PR guide or reach out to us today to get started.