You like to appear smart. Heck, we all do. In fact, I'm willing to bet you've probably feigned intelligence on more than one occasion just to save face.
When it comes to PR tactics, you want to look like a genius because you actually are a PR genius. Let's take a look at a few areas to brush up on in order to make your PR smarts shine through.
PR Tactics Lesson #1: Know Your Analytics
In the past, PR success was often measured in terms of impressions. However, the problem with this is that while receiving millions of impressions may sound, well... impressive, it doesn't actually tell you a lot.
There's no telling if your message is heard by the right audience. Having 100 readers or viewers that make up your target audience is obviously better than having thousands who care nothing about what you're presenting.
Fortunately, the possibility for analytics are nearly unlimited now and allow you to bring solid numbers to the table. Do you know the average open rate and click rate of your emails? How about how many Twitter followers you have and their rate of engagement? How does that compare with your competitors? Do you know which social media followers engage with you on other platforms? Or which platforms perform the best? Or which buyer personas are most likely to buy from you?
Knowing these figures and more will help you to sound like (and be) a PR genius. Not to mention helping move the needle on your business.
PR Tactics Lesson #2: Use Influencer Marketing Appropriately
Influencers, such as bloggers, celebrities, and other industry professionals exert a powerful influence on the PR of a brand. Check out this infographic from Marketo:
Brought to you by Social Marketing Software by Marketo
To be clear, influencers typically receive some type of compensation for their endorsement of your product. On the other hand, advocates are usually customers, friends, and employees who organically promote your content for free.
If you hire a brand ambassador, be sure that you're not crossing any FTC lines. For example, if a hired influencer tweets about your product or service, the influencer must legally disclose her compensation, usually by including a hashtag, such as #client or #sponsored. Lord & Taylor was recently fined for not playing by these rules.
However, done right (and legally) using a brand ambassador will make you look like a PR genius. And you'll see evidence in your numbers.
(To learn about influencer marketing and how it can work for you, click here.)
PR Tactics Lesson #3: Use Press Releases Like a Genius
The press release is alive and well, and yes, people do read them -- when they're done right.
The press release, abetted by social media and inbound marketing, has evolved a lot over the last 5 years..
Here are some essential elements to a successful press release:
- Use visuals to increase views
- Include a Call to Action
- Optimize it for search engines
- Use at least one quote
- Share it on your corporate newsroom
- Promote it on social media
- Create a captivating headline optimized for search engines and social media
- Write it with flair -- not as a soporific
Using press releases the right way will make you a PR genius and get people talking about your product or service!
PR Tactics Lesson #4: Be a Story Teller
You might think of this lesson as PR 101. Doesn't every PR professional know how to tell a good story? Well, possibly.
However, PR encompasses more than press releases and media headlines. It also includes owned content, such as blog posts. Are you telling stories that elicit an emotional response in your content as well?
Did you know that 82% of B2B buyers think that everyone is pretty much selling the same item? Owned content presents a perfect opportunity to let the personality of a company shine through, differentiating itself from other brands, and that's good PR.
Content should be informative, but it should also be entertaining. Your audience should forget that you have anything to sell them, and be able to enjoy your content.
PR Tactics Lesson #5: Use Reporters and Bloggers Strategically -- and Wisely
If you want to be a PR genius, you'll know that spamming journalists is not the way to amass PR results.
Rather, you need to embrace some paradigm shifting.
Instead of thinking of what a reporter can do for you, ask yourself what you can do for the reporter. How can you make a busy, deadline-crazed reporter's life easier? You want to be known in the media world and blogosphere as someone who is helpful, not as a worthless shill.
This certainly does not start with sending random emails to journalists. Stop and think about which journalists have content that you enjoy reading. Now, which journalists cover your brand? Start with these people. Make sure you follow them on social media and leave comments on their articles. Let them get to know you digitally. Then, if you reach out to them by email, or offer to take them out for coffee, you won't come off as a creepy stalker, but as someone with whom you share common interests.
When the time comes to pitch your story, create collateral materials like product demos, fact sheets and infographics that can help bring your story to life -- and give a reporter more meat for his story.
More Ins and Outs of PR
Following these five steps will already put you ahead of the game. Need a few more PR tips and tricks?
Check out my presentation, The Bottom Line About PR. You'll learn more about how to utilize current techniques to boost your PR the right way. Get free access to the presentation by clicking below. I wish you much success!