Getting to understand what is PR strategy is one step to help your business grow and the process of developing and launching an effective public relations strategy has revolved. Come join me as I walk you through how to strategical implement public relations in marketing to help boost your brand awareness.
In fact, there are two methods to craft a PR strategy.
To begin with, would be hiring a PR agency to do it for you.
Definitely, it is far easier and very much more convenient, nevertheless it has some sizable hitches.
The first one, for sure, is that contracting an agency is relatively costly, particularly if your budget is tight.
The slightly not-noticeable minus of having a PR firm build a strategy for your business is the point that you won’t be gaining any knowledge from it.
The most valuable thing your business need is a first-hand knowledge and understanding, which you can simply gain by managing PR yourself.
I’ll be answering what PR strategy is, why your business should implement it, best public relations tools for your strategy and how best you can create it without going out of your budget.
Well we have a lot to cover, so let’s dive in, so…
What is a PR Strategy?
A PR strategy is the set of all activities necessary to get publicity and attention for your brand on related media channels, industry publications, podcasts, along with blog and social media posts, to help you reach both your immediate and long-standing PR goals.
A PR strategy is intended at improving your brand’s image.
In a marketing perspective, public relations is to a certain extent parallel to a marketing strategy as it is all in relation to sharing a message concerning your brand, but without the business goals that essentially involve deals.
Nearly all circumstances, what public relations strategy is, is used to promote the remark about your brand, services, or products to increase their awareness and sustain positive relationships with your audience and interested party.
On the other hand, it can be used for crisis management.
Putting right a situation in which your brand’s image has experienced a negative impact. So an example of such a crisis would be a data leak, or one of your employee doing something illegitimate or dubious.
Now that you know what is PR strategy, let’s talk about the types of media channel you can use to implement it.
Four Types of Media Channel for Getting on Public Relations
In getting on with public relations, there are three types of media channels you can use to manage it: owned, paid, earned and shared.
1. Owned Media
For sure, the first place you’ll want to talk with reference to yourself would be your own channel. Your blog, landing pages, YouTube channel, LinkedIn and other social media networks are where you should pay attention on first.
Owned media is the easiest outlet to manage as you have total control over it. Owned media is also the most essential for the reason that, well, in order to be seen as a reliable brand, you have to present yourself appropriately.
Moreover, 99% of your brand’s remarks will be bonded to one of your owned media pieces, so it may well be your single opportunity to make an impact on them. This is why every of your owned media posts ought to be top-notch.
2. Paid Media
This consist of all you paid for to catch brand awareness and exposure. PPC, paid advertisements, sponsored posts, influencers, etc.
And even all the same, people usually don’t like ads, but it is the most sure-way to get them to become aware of you.
3. Earned Media
Earned media exposure is the toughest to get, on the other hand it is also almost certainly the one that have a bearing the most. Nevertheless, experts’ and bloggers’ reviews, declarations, contests, shares, word of mouth recommendations, and even high Google rankings are all measured as earned media.
Dan Fries of BlueTree an PR expert affirms that, “High-quality PR mentions build customer trust and improve brand recognitions.
This consist of social media management which entails how your content or brand’s message is shared across all social media platforms – Facebook, Reddit, Twitter, Tiktok, Instagram to mention but a few – this is achieved when any of your message is shared by your followers.
This is the reason why your message must be educative, informative and impactful so that whoever comes across it would want to share it – giving your brand a recognition and publicity.
You can read more about how to use social media to share your message online.
A well-planned PR strategy employs of all four types of media channels. But if should pay more attention to owned media, you will work hard to gain any awareness on your brand whatsoever.
More so, if you invest all of your funds into paid media, you will only drive traffic to your site, but it’s most likely they won’t stay and browse your content or products since it’s underdeveloped.
Let me emphasis here that – without unique and quality content, your site may not rank high in Google or get backlinks from other authority sites – simply you don’t have what it takes to achieve that.
Writing great content that’s SEO optimized is a skill, and this is what you need to please Google so it helps drive quality traffic to your site to increase your online publicity.
But you can get started with this guide on Effective Content Writing: 11 Golden Rules of Copy Writing for Your Website.
Therefore, all four media channels work together to take you nearer to every goal you’ve set and give your brand great publicity.
What is PR strategy? These media channels are what defines your public relations strategy. Now head to why your business need a strategic PR.
Why You Need a PR Strategy for Your Business
Before you start developing a strategy for your PR, let me tell you that, there’s no such thing as “set conditions” for it.
In reality, it’s important that all brand develop a public and media relations strategy immediately. The truth is, devoid of any kind of advertising, you can’t suppose that people should start talking about you.
Well, you might have one of or the best product in here on earth, and still people won’t get to know you. So, you can’t put behind you the importance of a PR strategy.
Nevertheless, the dispute that you will not gain any sort of awareness without public relations is terribly formless. So, what is PR strategy and what goal can it help you achieve.
Starting with the most obvious one:
1. It Helps Improve Brand Awareness
Primarily, what public relations does is to help boost your brand’s awareness.
The more people are familiar with you and your service or product, the better it is for you and your brand.
That, unquestionably, relates to good PR.
But then again, as some personalities say, any PR is good PR, so even if some sort of allegations or issues triggers around your business, you can take the benefit of your increased publicity and turn the tables around completely.
2. It Helps Manage Crisis
If your brand or business encounters bad publicity, a good and solid PR campaign is what you can use to help recover your brand’s image.
Public relations are indispensable tools to handling a crisis because without you dealing with the issue, the last thing your audience will think of about you is the negative incident that caused it.
And that can lead to the end to your brand.
In a sense, it is the life-entrust that will keep your business above even if the present situation may feel devastating.
3. It Build Brand’s Trust
One of a public relations strategy’s goals is to help you create a solid brand identity and use messaging that reveals your business’s value.
As soon as people begin to associate with your product or service, for instance when people say “Let me Google it” as a replacement for “let me use a search engine to look for something”, that’s a good pointer of amazing branding.
A good public relations strategy will as well help institute stronger links with your present customers in addition attract new ones, which is perfect way to improve customer’s retention and loyalty and reduce churning.
4. PR Helps You Generate Leads
Even though marketing is aimed at generating leads, however, a sound public relations strategy can without doubt help create additional leads.
From the time when you’ll be putting your product in front of more people, as expected, more people will be attracted to buy from you, or at least trying it out.
5. Public Relations Helps Attract Investors
On every occasion an investor sees a business that has all the possibility to dominate the market, they see an opening to come in. And an opportunity is just what you want your brand to look like to them.
And in turn, they will help you improve your brand even further, increasing your trustworthiness and establishing your position on and in the market.
6. PR Helps Attract Workforces
If you do your homework well on your PR strategy, positioning yourself as an authoritative tool, reliable brand to both your customers and investors, it can drive in new skills and talent to your office.
And, as your business nurtures, so will it require at some point, to expand your team.
An effective PR strategy basically takes care of that need by design, saving you the stress of managing a separate hiring campaign. They’ll definitely come to you by themselves!
Therefore, a PR strategy assist your business grow in all promising ways, from making more leads to drawing investors and even recruits. But without a good publicity strategy you will almost be running your business in the abstruseness, and without promoting it in some way, all of your efforts will be practically lost.
Therefore, now that we’ve established what is public relations strategy and the importance for your business. Now, let’s take a look at a good example of great PR.
The 4 Best PR Tools for Your Public Relations Strategy
In this section, I’ll be sharing the four best public relations tools for your strategy used mainly by online marketers and PR specialists.
These tools envelop all of the key processes that PR includes, from prospecting and publicity to brand mentions and communication with medias.
Respona is a tool used for running a PR campaign, nevertheless it can be used for automating any other type of publicity, whether marketing, public relations, sales, or even for press release sharing.
It contains the required functionalities to do a whole lot from prospecting to sending out automatic follow-ups with no having to use any other outreach or email finding tool, it will be of great assistance to everyone dealing with outreach.
2. Ahrefs Alerts
Ahrefs is a good SEO online marketing tool that has the capacity to get you keywords that’ll help you rank in SERPs. But it’s Alerts functionality is a bit different.
I also already spoke about Ahrefs, but I didn’t mention its Alerts functionality.
Ahrefs Alerts is a terrific PR tool for tracking notifications about your keyword, and, more specifically, remarks about your own brand.
You can position the frequency at which it crawls the web for your mentions, and have daily, weekly, bi-weekly, or monthly alerts delivered directly to your inbox.
These reports are exceptionally important for prospecting, and by checking them from time to time, you will make known some remarkable PR opportunities.
HARO (Help A Reporter Out) is a remarkable online tool valuable equally for journalists considering expert insights and views to add in their future articles, and for sources looking to get media attention.
Once you’ve sign up and choosing the appropriate topics you’re well-informed about, you will begin receiving offers from reporters in your inbox thrice daily.
Ensure to reply to those proposes, and you have an opportunity to get included in other people’s articles as soon as they finish writing them.
On the other hand, Respona is in fact incorporated with HARO.
Therefore, you can set up an automation within Respona to automatically sieve out expired pitches or the ones from unidentified sources.
You can likewise set up your personal bio to automatically be put in into individual HARO pitch so you don’t have to do it yourself.
An additional advantage of this integration is the point that you will be able to run HARO from inside Respona’s dashboard without having to select through endless lists of pitches in your inbox.
Here’s how HARO works:
To set up a HARO automation, go to the “Opportunities” label, click on “HARO”, and click the plus sign to include a new automation.
Name your automation, and decide on the email address which your pitch replies will be sent out from.
You might as well decide on turning HARO notifications on or off, and even allot a different email address to send them to.
Also, it likely you modify the notification rate to three times a day, daily, or every other day.
There are also four innovative options, all of which are relatively understandable.
Click “Continue” after you’ve set them up.
Next, you may possibly append up to 5 keywords to watch track of, and pick the categories they fit in (health, education, business, etc.).
This way, you’ll simply be getting pitches that are essentially significant to your field of know-how.
This is precisely supportive as HARO’s approved system simply lets you to opt for the category, without the option to narrow down the kind of pitches you will be getting with keywords.
This will save you the stress of going over hundreds of pitches that are of no-relevance to your business.
The last phase would be to integrate your bio data. Click “Continue” after you’ve set up your keywords.
All of the info written on this page will be spontaneously be added to every HARO pitch you send so that the articles’ authors can credit you completely.
Review the automation, and click on “Create” to publish it.
Now base on the frequency you’ve set, your related pitches will appear either every other day, every day, or three times a day.
There is a section where you can response people’s comment, without the need to ever go to your inbox, or HARO’s website.
And whereas SparkToro can first and foremost be used for content marketing or influencer marketing, is PR strategy tool can definitely be valuable for public relations.
It is one of the best and most well-designed tools for market research and audience intelligence, and it similarly provides the best exact and relevant data.
With SparkToro, you can run searches to find audiences centred on their online activities, and effortlessly create lists of media contacts to connect and extend to.
This tool is built by Rand Fishkin, the creator of Moz, it needs no introduction as it is simply a tool with no substitutes.
What is PR in Marketing?
Public Relations in marketing is a business tool that over and over again gets mixed up with marketing or advertising. However, these two are related but have very distinct activities.
There are four important distinctions between PR and marketing. These are appeal, control, credibility and repetition.
Your publicity endeavor ought to have an approach. Your messaging should appeal to the media, your planned public and customers at large. Ads appeal to only one audience which are sales, prospects and do not extent a wider audience.
Once you start advertising, you have virtually full control over the content, format, timing, and the size of your message. You can state how big your ad is and when it should run. By public relations however, you have almost no control over your content, format, timing, and size of your message as it appears in the media. However, you can write anything you want in a press release, you can’t order the newspaper how it is printed or used.
People are always more doubtful of advertising. They are likely to take advertisements with a grain of salt when it comes to having confidence in its claims. On the other hand, people might be motivated to have faith in what they hear on radio, see on TV, or read in the paper.
They have the notion that if it runs in the news it must be true. This is for the reason that publicity is promotion masked as editorial, feature, or news.
Advertising is repeatable while PR is not. The same ad can run over and over again as many times as you want it. On the contrary, with PR, a media source will run a given press release or cover a publicity event only once.
Here’s is a comprehensive guide on what PR is in marketing.
Public Relations Strategies
In this section, we’ll be dealing with some effective public relations strategies that will help guide you to success.
1. Knowing Your Audiences
first PR strategy is understanding and segmenting your audiences. With this, your message can reach and impact those you want. You will need to Keep in mind that not all of your audience are the same.
You can reach some through PR events, others through social media and yet others through networking events. Whatsoever content you create must have your audiences in mind.
2. Plan Your Publicity
PR is attained through a planned, continuous set of actions. You need a calendar to effectively bring together your outreach activities. You must as well start creating a contact list of media magnet, key leaders, public figure, customers and related companies to engage and team up with.
3. Be a Reporter
Your press release must be attention-grabbing and clear with a touch of insightful quotes in it. A concise company history at the end can assist too and don’t overlook the inclusion of your contact details.
The target here is to catch the right editor on the right title with a remarkable media release that grips their attention. So the more you can think like a reporter, the better it gets.
4. Research and Planning
Let me emphasis that there are noalternativesfor research and meticulous planning in your PR work. Research is a vital component of public relations management as it lets you to be strategic.
Your research makes it easy for your communication to be explicitly audience-targeted to those who want, need, or care about the information. Study PR campaigns that you would like to take creativeness from.
Look out on what the competition is up to and think around how to beat them.
5. Set and Work with a Team
First, it’s important you set up a devoted team for your PR endeavors. If you have someone who is skillful in graphics, writes entertaining copy or simply takes good pictures, it’s time to get them to your team.
Your team will support and add more value to your messaging, offer feedback and help you spread out your messages. A team can help make sure that any messages you deliver are by design rather than chance.
6. Heighten Your Online Presence
In this globe where each person is digitally connected, you need to build online presence to stretch to your customers. Your social media presence with networks like Facebook, Instagram, twitter are great platforms to reach your public. You can use them to make publications, create networks and publish content.
7. Know and Understand your Competition
The key to any effective business is to fortify your comparative competitiveness. Your business, and every player within it, must have a track of competitive advantage. Understanding, ascertaining, creating, and sustaining a competitive advantage is the core of a good strategy.
8. Creating compelling content
Public relations are about sharing the right message to the right people, places and time. This will help build your brand and brand’s image. You need to learn your target audiences’ lingo, requests, things that inspire with them, and the things they won’t want.
When creating your content, ensure to choose the precise topic for your content that will match your audience need. Compelling content should include features of interest, importance, relevancy, meaning and excitement.
Learn how to copywrite for your targeted audience.
9. Create Your Campaign with Your Audience in View
Always ensure to plan your PR campaign with your audience in mind, not your own. Sensitivity is key here! As a business, you’ll need to use utterances that speaks a solidly positive image, compelling rivals to take up the negative stand.
Pro tip: Run your message with friends and family and get their honest feedback as your audience to see what they think of your messaging before sending it out.
10. Define Your Goals and Objectives
Understanding your goals and objectives, how to accomplish them and how to get there can help bring precision to your approach. This will help in ascertaining which of your audiences you’ll need to reach, and which messages and strategies are most likely to help you achieve your goals.
11. Institute a working Strategy
It’s important to choose the exact PR strategy to suit your business needs. You’ll need to make a distinction between public relations strategies and PR tactics. Strategies fall under the scope of general methods to achieving objectives. But tactics are the routine activities a business implements to carry out each strategy.
Winning Note on What is PR Strategy
Public Relations (PR) helps shape and preserve positive public image of your business to the public. At the focal point of this form of communication sits effective information flow. It consists of gaining coverage to audiences enjoying topics of public interest and news items that don’t have need of direct payments.
Amidst Americans thousands of small- and medium-sized businesses owners runs PR campaigns every day with petite investments. Whether you’re a small-business owner or an entrepreneur, PR can help close the playing ground between you and your bigger competition.
So for you to surpass in PR you’ll need to refine a set of applied skills and strategies intended to boost your company’s reputation.
If done right PR can help you realize your marketing goals and objectives at a fraction of the cost of paid advertising. The key to a successful PR is to be creative and strategic in your messaging. In a nutshell your PR tasks should be remarkable and communicate the marketing message.
This is achieved through a planned and sustained set of activities.
I hope you get some value from this guide; help share this value added guide on your social networks and leave us a comment about any other PR strategy that is worthy of note.
He is Digital Marketer who is passionate about blogging. MarketingBlogo was birth has a result of misconceptions about the reality of online marketing for business growth.