Public Relations (PR) is a vital part of business. So what is it? PRSA says, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Simply put, it’s the relationship and processes between organizations and the public. It also involves shaping the image of your business. PR is important for businesses because it increases your brands credibility, attracts your target audience, provides leads, and builds your brand image. Every company should invest time into PR. Curious how?
Here are 9 public relations strategies to incorporate into your business:
- Know your Audience
At its root, public relations is all about communication. The key to communicate effectively is to know your audience. How you communicate to a working mom differs widely than how you would communicate to a 3rd grader.
- Testimonials
90% of buyers check reviews before purchasing. Therefore, having testimonials as part of your public relations strategy will be a sure way to grow your business. It establishes trust in the brand with the buyer.
- Work with Influencers
The growth of social media has forever changed the way businesses market to their audiences. Working with influencers is a sure way to sell a product to your target audience. It’s an easy way to expand your audience to said influencers following. Even working with micro influencers who have between 10,000 and 50,000 followers can help. Be sure to do your research and choose an influencer that’s aligned with your brand. For example, a fashion blogger can help you sell accessories or clothing.
- Be Funny
When done correctly, adding humor to your campaigns can add trust with viewers. Be sure to weigh pros and cons on the type of humor used. Stay away from any controversial topics to avoid losing business. A great example of this is Wendy’s twitter account. They are widely known to use humor on this platform and have become popular for doing so.
- Tell a Story
The type of story used in your public relations strategy depends on the size of your company. Small companies must work to build trust with their audience, while larger companies aim to maintain that trust. Stories can be used to connect your product with your target audience by showcasing how your product can fit into their everyday life. You want to tell a story that your target audience can relate to and enjoy. A great way to hook them is to use ethos (credibility), pathos (emotion), and logos (logic).
- Do Research
Well done public relations campaigns include careful research and planning. It’s important to know as much as possible relevant to your campaign so your goals can strategically reach your target audience.
- Understand your Competition
There will always be competition in business. What sets you apart in your ability to get a leg up from your competitors is first, understanding them. This will be your key to advancing your own business. After you fully understand your competitors, you can find any missing pieces or weaknesses. Your brand should be giving your target audience what your competitors are lacking.
- Create Good Content
Your target audience doesn’t want to see just another ad, they want to connect and relate to what you present. Creating meaningful content builds trust with your target audience which then generates more leads. Solely focusing on selling instead of building this trust can lead to your target audience easily forgetting your brand.
- Get Behind Social Issues
There are many different ways your business can support social issues. You could donate a percentage of sales to charity or make separate donations. It’s important to take a stand because younger generations are very passionate about social issues. It will boost your brand’s image and leave a lasting impression on your audience as the type of company you are.
There are many different moving parts to an effective public relations campaign. With the time and effort it takes to do research, understand your target audience, and create meaningful content, your business will be on a sure way to success.