Business Buzz
February 13, 2018
Five ways to make public relations work for your business

You may have the preconceived notion that only big corporations need public relations (PR). however, when it comes to branding, marketing and promoting your business, PR is one of the most important tools to help get you the right type of attention.

Much of your brand image is attributed to what your business says and how it says it. As you can appreciate, brand awareness is a major influencer in customers making their buying decision, and consistent brands are seen more favourably than those who aren’t consistent. How you create and deliver your company’s message matters to consumers looking for your brand.

Here’s what you can do to make public relations work for you:

1. Figure out your “why”

Before developing any strategy or work, it’s critical you figure out your ‘why’ – what are your goals for your PR campaign? The ‘why’ is your story, as opposed to your product or service; e.g. if you are launching a new restaurant, instead of saying check out this new place (your what?) you’ll need to answer why does it matter? Why should anyone eat there? Why did you decide to start this restaurant in the first place?

2. Build your own media list

Before you send out any press release to any outlet, check out what type of news or articles they write about. Keep a list of media contacts, so that when necessary, you contact, the appropriate person.

3. Create a strong, customized message

When you do reach out to your media contacts, don’t send a generic press release. Instead work on a personalized email pitch. If you don’t hear back immediately from the journalist, don’t take it personally; they are busy. If one pitch doesn’t work, be patient; wait and try a new angle when you have something truly newsworthy to share again.

4. Bulk up your social presence

Have an active social media presence. It goes without saying that there are opportunities for organic and free reach and impressions and it’s important to have a consistent brand and brand message. Ensure you’re creating the right content catered to your audience. Social media is an ideal way to reach people who may not be following the news.

5. Ask for help

A consultant or PR firm can help you navigate around potential issues that they know exist because of their own experience and expertise.  Find a PR partner that you trust and that believes in you and your business. A great partner will help your voice be heard and then use the right PR tools to help you communicate with your audience.

In a nutshell, PR is a slow and steady approach. Don’t expect to see results overnight.

Candice Sealey is the founder and principal marketing and PR consultant at Ignite! a full service marketing & PR consultancy that helps businesses owners/marketers to promote their businesses, to raise awareness, attract new customers and increase sales. We help you work out what marketing is needed; we bring a fresh approach, create a tailored plan and make it happen, leaving you free to concentrate on dealing the other areas of your business.

Contact us on 784-432-222, Follow us on FB & IG @igniteresults

Twitter: @ignite3D Email: [email protected]