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If you are looking to begin public relations for your business, you will need to have something worth sharing with the public. If you’re introducing a new product to the market, that’s probably a good story, but if you’re just entering into competition with existing businesses you’ll need to offer a bit more. Many businesses create news by running events, competitions and other promotions. These give you an opportunity to engage the public positively, which raises the public perception of your brand while giving you exposure. If your business can find significant value in strong PR, you should consider hiring a public relations firms or specialist, as these people are experts in creating a compelling story and getting it into the right hands.
What are the major techniques of public relations that I can use?
What do I do as my PR campaign rolls out?
The Public Relations Society of America, which has been developing PR strategies since 1947, identified 5 steps to measure online public relations effectiveness.
When utilising digital marketing, such as social media, you can collect this information and use it to get a sense of how the public is responding to your messaging. On platforms like Facebook ‘mentions’ are particularly important, because they allow you to see what the audience is saying about you in return. If your mentions are consistent with your messaging, that’s a strong sign that your PR is doing well. If there is significant dissonance between what you say about yourself and what others say, however, your credibility may be undermined and your PR strategy needs to reposition you back on brand.