Getting your company noticed is no easy feat. There are so many tools in the toolbox: Public relations. Advertising. Digital marketing. Webinars. Conferences and events. The list goes on.
The common denominator: It’s all about getting the message out about what you have to offer and why someone needs it.
One of the most effective ways to get attention for your business is PR.
PR practitioners use many different tools to build relationships with the media and other stakeholders. Some of the most common ones include press releases, media relations, content marketing and social media marketing.
While advertising, webinars and events also can be effective, PR is a long-term, strategic play that builds and enhances an image for your company that will be remembered for years to come. Here’s my take on a few PR tactics:
Press releases. A press release is used to communicate news about your organization with the primary audience being the news media.
It’s not meant to be promotional, like an ad.
It is written in a certain format – the most important information at the top – and contains information that a reporter would look for in deciding if he/she wants to pursue your story.
When a reporter picks up your press release, chances are you’ll experience a much bigger impact than with advertising. This is because most people still consider information communicated by the media more trustworthy and meaningful than paid ads.
Which is why the press release remains one of the oldest and most effective PR tools.
Media relations. Media relations is about working with the media. It requires an expertise in bridging the gap between client needs and what makes a good story.
Understanding trends, tying into national news and providing expertise on a newsworthy topic – also known as thought leadership – is all part of media relations. Sprinkle that in with other skills like research and good writing, and a good measure of persistence and follow-up, and you have a good media relations professional.
Today, with all the tools available via social media, it is easier than ever before to find what a reporter is covering. A good media relations professional builds relationships with reporters and gives them the information they need when they need it. Fostering good relationships with local and national media often can serve you well in the long-term.
Content Marketing. Content marketing has become one of the buzziest words in the last year.
Most companies today need a content marketing program like blogs, bylined articles, tip sheets, e-books or white papers to remain top of mind among their target market.
Content marketing writing is different than press release writing, though. It should be informative, yet entertaining to catch the reader’s eye and make them want to read what you have to say.
It should include lots of images and make use of visual elements like infographics to attract attention. Much of content marketing is marketing, so it should include a call to action.
Social media marketing. Social media marketing includes blogs and social media posts on Facebook, LinkedIn and Twitter. But it’s not just about posting.
Social media is all about connecting with your audience – engaging in conversation and sharing content about your company that is educational or entertaining.
It’s about responding to posts when someone says something about your brand, good or bad. And it’s about reposting content because someone may not see your post the first time.
If you’re doing it yourself, it can be time-consuming and overwhelming. But when you have a team that understands how the process works, it’s a lot easier.
Today, businesses need to leverage both mainstream and social media to keep their brand front and center.
So, how will you get the word out about your business? That remains to be seen. But one thing you can count on – if you work with a PR professional they will do all they can to see you are successful. Don’t keep trying to figure out a PR approach on your own.
Talk to the team at Alpine Communication today and start building your company’s tomorrows.
Tags: Alpine Communications, Alpine PR, branding, Digital Marketing, Marketing, PR plan, PR professional, public relations, publicity