Public relations strategy

Audience targeting
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Media channels
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Public relations campaigns

Press releases
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Guest blogging
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Social media
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Public relations events

Publicity events
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Speaking events
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Public relations tools

Press kits
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PR specialist

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?

  • Audience targeting: different audiences are interested in different stories and events, so an essential technique of good PR is finding the right audience to speak to. If there are many different types of people who enjoy your products or services, you may need to segment your PR to run multiple distinct (but complementary) messages. For example, children’s toys must appeal to both the children themselves and the parents who buy the toy. The messages used to communicate with each audience will not be the same, but they should still have a common thread.
  • Messaging: the technique used to create your story is called messaging. The ultimate goal of messaging is to create a consistent brand that omits contradictory or confusing information. As companies are not in control of what is said about them by the public, messaging is also used to combat negative press and reinforce a brand’s core values. Messaging is the way that businesses communicate with the public. Traditionally this was done through releases to media outlets, but now messaging includes social media marketing, email marketing and promotions.

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.

  • Engagement: measure the number of people who engaged with an item (social shares, likes and comments).
  • Impressions: measure the number of people who may have viewed an item.
  • Items: measure any content (blog posts, articles, etc.) that originally appeared as digital media.
  • Mentions: measure how many online items mention the brand, organization, or product.
  • Reach: measure how far the PR campaign managed to penetrate overall and in terms of a particular audience.

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.