Use Public Relations to spread the word about what you do
You might think Public relations (PR) applies to only big companies, but this simply isn’t the case. PR is important for every business, no matter the size. This is the very core strategy of the business communications system.
PR is similar to marketing because it deals with important news, launches and developments concerning your business.
The good news with PR is that it doesn’t incur the same costs as marketing does. This makes it a more cost-effective way to reach your audience and keep them abreast of anything exciting you have planned.
Still, it is easy to become confused between marketing and PR if you’re new to the concept.
A quick 101 on what makes marketing different from PR strategies
Public Relations
- Positive “media coverage” for the business
- Seeks to keep up good relationships with everyone through the business brand
- Focuses on a positive business status or image
- Strategies are used to create a long-term positive effect on the business
Marketing
- Marketing focuses on brand-building and direct advertising to create sales
- Targets existing customers and has strategies to find new customers
- Encourages customers to buy
- Marketing campaigns work over a short time to create current sales
Why are PR strategies so important to a business?
Public relations are important for business communication. It sets the start point for the business reputation.
The correct PR strategies help clients and customers remember the brand. Think of this as a long-term investment. This is complete communication for B2B companies as well as for current and potential customers.
PR is involved in responding to any bad press or customer complaints. In a time where one tweet can have devastating effects on a company’s reputation, PR is there to smooth things over.
The reverse is also true (and highly more favourable!)… good press is great for business.
Imagine being featured in publications such as Inc. or Entrepreneur? This type of exposure can do wonders for building your brand.
Here are 15 simple PR strategies for your business
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Set a strong foundation
When starting, it’s crucial to create a positive story “foundation” for your business. This is the hearty tale of how it all began.
People are moved when they hear about humble beginnings. When your audience can relate to your story, your reputation will benefit in the years to come.
Other heartfelt stories tell of how the company makes an effort to reduce its carbon footprint. It is also exceptional if the company reaches out through other noble courses such as charities.
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Use online media to network within the industry
Social media is a great way to expand and reach people within the industry. You can leverage this by reaching out to influencers within the market. Use influencers to help you “spread the word” of your business.
When it comes to online social media, you can be certain that it will help you build your online presence. It is affordable and will help you “say more” without the expense of traditional marketing.
Public Relations is a good way to say more for less and build personal relationships with your audience and potential customers.
It’s not just about making a sale now; it’s all about working towards the future and future business prospects.
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Use YouTube to your advantage
Many people watch YouTube on their mobile devices. You can use YouTube for your PR strategies and reach your audience. This is an inexpensive way to communicate with people in your market. YouTube is free for the most part.
Make sure, however, that your videos meet the quality requirements and editing specifications.
- Let Facebook speak on your behalf
Just like with YouTube, you can use Facebook to help promote your brand and reach a wider audience.
When posting media on Facebook, make sure that you promote the posts in other online channels. For example, you can promote your Facebook posts on your business blog and website to name a few.
And remember, the algorithm loves it when you do Facebook Lives! For more tips, read this blog here.
- Try Instagram
IG or Instagram, as it is best known, is a fun way to communicate with your audience. It is less “formal” than other social media networks. It allows you to become creative in your endeavours. Instead of word content, Instagram uses visuals and video stories. This helps businesses tell a larger story to their audience.
There are some useful tools available to help you enhance your content on the network even more. Because people can adapt easier to visuals, Instagram is a good way to talk to your audience.
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Use free content websites to your advantage
You don’t always have to spend hundreds of thousands of Rands to talk to your audience. Use free websites to your advantage. These days the internet provides many ways to get your message across without a heavy budget.
If you’re just starting and would like to create a website but don’t have enough cash flow, you can start with a free site. Free websites are great for the beginning; you can always evolve to a paid version later on.
The free online avenues may not allow you all the access and perks of the paid versions. But on the bright side, it is good enough to give you a much-needed “boost”.
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Connect with other professionals on LinkedIn
LinkedIn is an excellent space for all your professional connections. While there is a paid version of LinkedIn (Premium), there is also the free version. You can use LinkedIn and their free site to help your business reach the market.
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Scout your competition at market events
You may not feel like you’re in the mood to mix with your competition but market events can teach you many things. The good news is that being at these events can help you get an “inside” scoop on what your competitors are up to.
Networking can be highly beneficial to make solid connections with other business owners, resource providers and even potential clients.
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Make your voice heard at events
Even if you don’t want to speak at an event, you should still challenge yourself to do it. You represent your business and everything it stands for. It’s excellent if you can speak at events related to your industry and market. This allows the audience to get a firsthand experience of who you are and what your brand stands for.
Being a good public speaker is certainly a skill but it is one you can learn.
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Try press releases
Press releases should not be limited to news and journalism. Instead, you can create a press release to help promote your brand. You can do this using a fundraiser event, a charity program, or a pro bono service.
Press releases are ideal to create engagement both online and offline.
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Create a face for your company
You need someone to represent your business. If that isn’t you personally, then there has to be someone to be the face of your brand and company.
People prefer to relate to humans and have a sense of familiarity. People “lower their defences” when they see a person face to face.
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Let your customers give a review online
Trust goes a long way and when people can relate to other people it sets the tone for trust. Ask your customers to give a live review or feedback about their own experience.
Run these through social media and digital networks because, in this way, it will reach a larger audience.
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Make use of Google alerts
Google alerts are great for checking how well your business is “making headlines” online. Google alerts will send you notifications when people are using keywords related to your company.
You can also, use it as an “inside” to what your competitors are up to since they would be using similar keywords.
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Be “crafty” about the way you promote your brand
With clever PR strategies, you can promote your brand related to your market.
For example, if you sell jewellery, you can create blog posts or publishing material within specific times of the year.
For example, you can promote Valentine’s Day gift ideas or jewellery as an anniversary gift and so on.
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Get involved with your community
Working with your community is a good way to establish trust and brand awareness.
Again, charitable donations, and free niche-related services to underprivileged communities is a wonderful way to promote your brand.
The takeaway of PR strategies for business
Using effective PR strategies will help you succeed in your goal to establish a strong reputation with your audience. It will also help you get your message across various avenues without having to pay out so much money.
Public Relations professionals are versed in several ways of applying communications across a wide scale. Are you still only using marketing to help grow your business? It’s time to adapt some PR strategies into your business efforts.
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