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7 Public Relations Tactics You Need to Implement in 2018

7 Public Relations Tactics You Need to Implement in 2018If you’re feeling overwhelmed by the thought of all the new strategies you think you need to implement into your business plan in 2018, I urge you to step back, take a breath and find a clear focus on what’s going to really make a difference in your business.

You don’t have to do it all! In fact, you simply can’t. If you have a limited amount of time and resources to devote to your public relations strategy this year, you need to prioritize these seven tactics that will give you the biggest bang for your buck. Here’s what they are!

  1. Get serious about collecting customer contact information

All too often I meet with clients who are excited to finally implement an email marketing strategy to reach their customers. The glaring problem? They have failed to consistently collect this contact information over the years! Right now is absolutely the best time to develop your process for compiling customers’ names and emails. Even if you’re not quite ready to roll out regular emails to them, you will never regret having their contact information for future use!

  1. Position yourself as a thought-leader

Is one of your business goals for 2018 to rise above your competition as the go-to resource for information related to your industry? You know, do you want to be considered a “master of your craft?” If so, you need to have a strategy for positioning yourself as a thought-leader. You can achieve this through many different means, and in fact, it’s important that you approach it from all angles so that you’re reaching people in multiple ways.

Look to social media platforms like Linkedin where you can tailor your profile content and the articles you publish to achieving this goal. Speak like an expert! Regularly post content to your website and social media profiles that shares timely, insightful information on changes and trends taking place in your industry. Join group discussions where you can ask and answer questions. The more you put yourself out there and engage with other people, the more you will build a name for your personal and professional brand.

  1. Refresh your website content

Think of it like spring cleaning for your brand! If you haven’t reviewed and refreshed your website content in the last 12 months, it’s time to dust it off! Think of how you have grown since the time you wrote this content. You’ve likely gained new clients, added new services or hired new employees. Maybe you’ve restructured your business model entirely! All of these reasons, and many more, are why you need to refresh your website content in 2018. It doesn’t have to be a complete overhaul either. A few tweaks here and some updates there will quickly bring your content up to speed, increase your SEO and more accurately reflect the current state of your business.

  1. Have a strategy for self-promotion

To successfully use public relations strategies to benefit your business, you need to get comfortable with self-promotion. If you’re not promoting your accomplishments, successes and awards, I promise you that not one else will either. This year, commit to tastefully and tactfully enhancing your brand by calling attention to notable achievements. There are a variety of PR tactics to accomplish this, and it will mostly depend upon what you’re promoting and your target audience. You can send out press releases, host a press conference, make it part of your email newsletter, showcase it on your website, post it to social media and much more. What’s most important it that you keep an eye out for opportunities to promote yourself – and take them!

  1. Be prepared to handle a crisis

On any given day, you will see a new scandal or crisis come across the news cycle. Whether this has to do with the business as a whole, or one of the employees, not having a plan to respond to such a crisis can have devastating effects. This year, get serious about mapping out your crisis communication strategy, both internally and externally. It doesn’t have to be an extensive document, but it needs to answer key questions such as who will serve as the spokesperson, will you issue a press release, how will you communicate what’s going on internally, how will you communicate with the public that the problem is being appropriately handled. Anticipate the most common crises your particular business is at risk of experiencing and outline some key talking points in advance. You’ll be extremely grateful to have thought this through prior to a crisis occurring.

  1. Focus on the social media that matters

You can’t do it all and do it well. As the world of social media continues to expand at a rapid rate, you will need to get strategic about where you choose to devote your time. This year, narrow your focus to only the social media platforms that reach your target audience. Be realistic about the time you can devote to maintaining your social media presence. Do your research to understand the demographics each type of social media hits as well as the best practices for effectively engaging your audience. If it doesn’t align with your goals, don’t waste your time here!

  1. Get professional help

While the struggles and stresses of business ownership might make you feel like you need to see a therapist some days, this isn’t the kind of professional help I’m referring to here. Rather, this year I urge you to really assess the value of your time and how it is best spent. Hiring a professional PR consultant to help with strategy and implementation could be a very wise investment. Their years of experience and relationships in the PR field will yield far greater results than what you could achieve on your own. Moreover, your time is better spent focusing on business development and operations, so that when implemented, the PR tactics drive customers to a thriving business that is equipped to handle their requests.

Which of these seven public relations tactics do you plan to implement in your own business in 2018? Join in the conversation by leaving a comment below!

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Posted by on January 22, 2018 in Business & Success

 

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How to Promote Your Business Using Public Relations

How to Promote Your Business Using Public Relations

So your business has done something awesome. Maybe you’ve set a new record, received an award, given back to the community or opened a new location. You want to get credit for your good work, but you’re not sure how to get anyone to pay attention. What can you do?

The good news is there are a lot of ways in which you can promote your business using public relations. Here’s a look at the top 6 PR tactics I recommend using when you want to promote your business, or even you – personally!

  1. Press Release

Not everything is worthy of a press release. I mean, you can still put the time and effort into sending one out but the media is not really going to care unless your news is deemed interesting to their readers. Be strategic with the angle of your press release. Be sure to clearly answer the question “What’s in it for me?” that readers will likely have. If your business received an award, great! But why should anyone else care. That’s what you need to focus on if you want your press release to get picked up.

  1. Letter to the Editor

Unlike a press release, writing a letter to the editor is an opportunity to share your opinion. You must be factual, but you can also add your personal insights. You can use a letter to the editor to promote your business indirectly, yet still effectively. Keep a lookout for recent news or events that relate to your industry. Offer your advice or bring to attention a larger issue impacting your community. Most importantly, you will be given a byline, which you should be sure includes your business’s name and website.

  1. Guest Column

Contributing to a guest column is another great way to gain media attention for your business. Your writing will be published in the main news sections, which is an advantage over letters to the editor or op-ed pieces which can sometimes get buried. Some outlets openly welcome guest contributors and post their rules for submission on their website. Others are less clear. You should reach out to reporters who regularly cover your industry or area of expertise. Most importantly, be sure you provide high quality content and are timely with your responses. If you can build a relationship with a reporter, you will have the opportunity to contribute again and again.

  1. Media Pitch

If you have something really newsworthy to promote, consider reaching out to reporters and pitching them your story. If you can earn a live feature story at your place of business, this is a highly valuable marketing opportunity! Now, this isn’t as easy as it sounds. You need to make sure your pitch is clear and compelling. Again, be sure to answer the “What’s in it for me?” by making it obvious how your story impacts their audience.

  1. Public Speaking
    You don’t need to be a polished public speaker to make this PR tactic work for your business. If you have a compelling story to share, maybe it’s how you’ve grown your business or how you’re giving back to the community, you can promote your business and its work through public speaking. Think of local clubs and organizations that often have featured speakers. Reach out to them and pitch the idea of having you as their next guest speaker. Getting in front of your local community is a great way to grow your presence, and grow your business as a result.
  2. Case Studies

If absolutely nothing else, you can always promote your business through case studies. Do you have an exceptional customer story to share? Has your products or services drastically improved someone’s life? Writing case studies for such examples will help to illustrate what your business does. You can then take these case studies and promote them on your website, social media, e-mail newsletters and by sharing them with specific potential customers who can relate to them. The best thing about case studies is that you’re not relying on the media or someone else to make sure they get published – you’re in control of how and where they are promoted!

Which of these tactics do you see most valuable for promoting your business? Share your thoughts by leaving a comment below!

 

 
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Posted by on December 11, 2017 in Business & Success, Life

 

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