The key to successful PR is to ensure you’re aware of the latest trends. Without a firm knowledge of what’s going on in the wider industry, you’ll struggle to promote your company. In 2017, there are set to be three main changes you must consider. This guide is going to help you understand what these trends are and how you need to alter your strategy.
Public relations is all about portraying you or your brand in the best possible light. There are many ways to promote a brand online. It takes the right sort of person to be able to come up with a solution that works in the long-term. You’re playing the long game. You’re not trying to become a fad. You’re trying to make sure your brand is an authority.
When it comes to mastering the art of media relations, there is nothing as important as being able to reach the right people. No matter what your message is, if you aren’t able to get that message to the right individuals, it won’t matter. With this in mind, there are five easy things that you can do to make sure that all of your media messages are always reaching the right audience.
Earlier this month when a young boy fell into a gorilla enclosure at the Cincinnati Zoo, concerned citizens from all over the world started weighing in on the incident and the ultimate outcome of the tragic events. The gorilla in the enclosure was shot and killed, infuriating many animal activists and raising questions from many parental groups. With so many different sides to the story, and so many different opinions on whether or not the gorilla should have been shot, there was no end to the media attention that the Cincinnati Zoo was getting.
When it comes to building your brand and standing out in the market, so many CEOs only focus on the big picture and on the national coverage. While this is important, it isn’t everything. In fact, most business owners are ignoring one of the most important types of coverage that there is; local coverage. It is important to never miss the opportunity to speak with local journalists or to take advantage of local media coverage, and here are five of the main reasons why.
When it comes to finding success with media relations, one of the best things that you can do is to have a strong network of contacts to rely on whenever you have a pitch or a story you need to get out in the public. Your contact list is one of the most important tools that you can use to reach out to the public and to the media. How do you build a strong contact list? Networking.
No matter how much time you have spent creating a plan, honing the perfect launch strategy and fine-tuning your press releases, there are many business owners today who find that even with all of their efforts, sometimes the media just doesn’t care. You can do all of the prep-work you want and start pitching with confidence, but sometimes even the most talented pitches fall of deaf ears. So many of us have been there before, we try everything we can in order to get coverage, only to find the media never contacts you back.
Nothing can be as frustrating as putting in a great deal of time and energy into a pitch only to be faced with complete silence on the other end. You can have the most textbook pitch and something that looks utterly perfect on paper, only to find that you never get the attention you have been looking for. It can be frustrating, but there are some ways that you can handle this type of rejection so you can make the most of the situation you have been dealt.
Know When It’s Time To Stop Following Up
If you haven’t followed up yet with your pitch, feel free to send a follow-up email. Be polite and don’t be pushy or even try a fresh angle. Sometimes a follow up can help. However, there are very few situations where multiple follow ups can help you. If you have not heard back from the media and already followed up, you need to know when to stop.
There are lots of reasons why you may not be hearing back, some could be your fault, others could just be what has been going on in the industry lately or what is going on with a certain publication. If you keep following up to the point where you become a nuisance, you can end up hurting your chances for attention in the future. Don’t annoy the media and don’t take it personally.
If you’ve been met with silence more than once, let it go until you have something new to pitch.
Add Some New Info
So no one responded to your pitch. It can be frustrating. However, this is a great time to go back and look over what you sent. If you are looking to get some media attention and your pitch sounds like you’re selling something, then this could be a problem. There are so many editors who are understandably put off by the idea of a company trying to sell them a product or service instead of selling them a story.
Take a new approach to your pitch. Add some research information or insight on trends to show how your company is leading your market or how they are different from others in the space. You need to make sure that you provide enough information and the right angle to show the editor that they have a story in front of them. Sometimes, adding something like this can be just what you need to turn silence into acceptance.
Go Back Through Your Email List
There are so many companies who create a contact list and then constantly utilize that media list every time they need something to go to press. If you aren’t getting the attention you want, then it may not be what you are sending, but who you are sending it to. Make sure you research your media list and make sure that your contact information is still correct, if it is an old list, and that you are actually sending something that would appeal to the people on your list. If you are trying to sell a story about a small local business, don’t send it to the finance editor.
Don’t expect people to tell you that the story doesn’t fit within their realm of coverage either. Editors are very busy individuals and chances are they don’t have time to send an “I’m sorry but I don’t cover this type of story,” email to every message they get. If you want to find out if you are sending the wrong stories to the wrong people, you need to do the work yourself.
While it can be frustrating to deal with media rejection, if you keep these three tips in mind, you just may be able to get the answer you seek and prepare yourself to prevent rejection again in the future.
When it comes to finding success in today’s in-demand PR market and getting the media attention your brand needs, there is no end to the different strategies you can implement in order to get the recognition you crave. One of the first things that any brand will likely do is develop a PR strategy that works for them and their company-wide needs. However, it doesn’t mean that there aren’t things that they can do from time to time in order to boost their PR success.
Stay On Top of the Latest Trends
If you want to get ahead in this market, then you need to stay on top of the latest trends. Dedicate some of your time every day to reading up on the latest happenings in the PR world. See what is ‘hot’ and what is really getting the attention of the big names in public relations. You need to be up with the times if you want to get media attention.
Apply for Awards
If your company is doing alright when it comes to media relations, and you really want to start boosting the recognition you are getting, then one of the best things you can do is to apply for awards. You may have to pay a little in order to apply for awards, but try to put your name out there to as many awards as you can, including local awards. Don’t be afraid to apply for awards outside of your business’ niche either. You may not win the best software company in the country award, but you may be able to win awards for green energy use or sustainability. This is a surefire way to get your name in the news and it looks great on your company’s resume.
Get Client Testimonials
Yes, client testimonials are a great marketing tool, but they are also a great PR tool too. This is because a great article or media feature, always has quotes from multiple sources. If you are trying to get attention for your company, and to push stories to the media, you want stories that aren’t just from your perspective, you want to have some different views as well. The more testimonials you have in your back pocket, the better off you will be.
Don’t Forget About Press Releases
Press releases are perhaps the ‘oldest trick in the book’ in terms of media relations efforts, but for some reason, they have become increasingly less popular over the past few years. This doesn’t mean that reporters still don’t value a good press release. Try to switch things up and regularly send out press releases, every month if you can. Not all of them will get you the traction that you may want, but they are a great way to keep the public, including your clients, informed of what is going on with your company.
Whatever you do, make sure that you are submitting press releases to actually get your company press coverage, not for SEO reasons.
Make New Connections
When it comes to getting press and media attention, it should come as no surprise that it is all about who you know. If you want to really give your company’s PR efforts a boost, make sure that you are reaching out to new contacts. Social media is a great way to do this and a powerful way to get in touch with reporters.
While you’re at it, make sure that you contact some of your old connections as well, you never know what connection will get you the coverage you have been looking for.