Public relations has been around for almost 100 years and will not be knocking on death‟s door anytime soon. Put simply, public relations is the practice of managing communication between a particular organization and its publics. Any given organization has a number of publics. Whether it‟s by communicating with prospects, customers, media, investors, the government, or even internally with employees, PR is something that businesses will always need. And you can never start your Pr too soon.
Why Social Media Participation is Critical for PR
People have always said good and bad things about brands, and now that social media has risen in popularity, it means people have another platform to talk about your company and products/services. The major difference, however, is in the viral nature of this platform. When someone mentions your brand in social media, there is much more potential for other people to notice, and it is monumentally easier for conversations to spread much more quickly and easily. In addition, these conversations have the potential to reach a much larger audience than ever before. If your company is not participating in social media today, it is missing an opportunity to spread its message and missing valuable and even damaging conversations that could be taking place about your brand.
How to generate free positive media coverage for your brand online.
Tactic One: Connect & Develop Relationships With Influencers in Social Media
One of the best ways to land a mention (or maybe even a feature!) of your business in the media is to start by connecting with the journalists, reporters, bloggers, and influencers who cover topics in your industry. By communicating with these influencers, you can ensure your business is top-of-mind when an opportunity for a story comes along.
Tactic Two: Pitching
The results of pitching to a journalist on line really depend on the time and effort you put into it and can be very hit or miss. Know the journalist/blogger and topic(s) he or she covers. One of journalists’ and bloggers’ biggest pet peeves is getting pitched about something that doesn’t coincide with what they write about. Don’t spam them. It is a surefire way to end up on a blog like the Bad Pitch Blog, and no one wants that kind of exposure.
Beware however that you don’t keep pitching the same journalists and bloggers over and over again. That said, also don’t assume that because a journalist or blogger has previously covered your, they’ll want to do it again. Segment your targets and only pitch people who are very appropriate for the story you want written. The next time you pitch for something different, target different people.
Tactic three: Using Creative Content as an Outreach Tool
Content has the ability to showcase your company as an industry thought leader, in addition to having some major SEO, social media, and lead generation benefits. In terms of public relations, content also has the ability to get you some media coverage. It’s simple, really. By creating something interesting, compelling, or even funny, people will naturally want to talk about it, share it with their friends, or even write about it.
Laughter as they say is the best medicine. And this can be said for memory too. Most of us remember the stories that made us laugh, videos and adverts that made us sit up and take notice and want to call our best friends to share. These are the stories that sell your brand.
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