10 Simple PR Tips Every Entrepreneur Should Know

There are a number of challenges that typically come with being an entrepreneur. For many business owners, these challenges include attempting to handle their own public relations matters. For entrepreneurs who are looking to get started on a budget and who can’t afford to pay a PR firm, there are ways they can successfully run their own public relations campaigns. If you are one of these entrepreneurs, in seek of a little extra assistance with your PR efforts, here are ten of the best, and most straightforward tips to consider when attempting to reach the public.

1. SPEAK AT SCHOOLS

Contact your alma matter and speak to someone in alumni relations. All types of institutions from graduate programs to high schools love putting news about graduates in their mailers.

2. CONNECT WITH BLOGGERS

Start reaching out to bloggers. Many PR pros find this is one of the most effected strategies when it comes to getting positive attention on any company. Try to contact at least five blogs a day to see if you can do a guest post or if they would be willing to do a piece on your company.

3. PITCH OFTEN

Start pitching stories on a regular basis, but make sure that you take the time to really carefully craft these stories. Don’t pitch a story that you yourself wouldn’t want to read.

4. HIT THE EVENT CIRCUIT

Never underestimate the power of networking events. Building relationships with others in your industry and in the business world is still one of the best ways to start generating positive PR. It is a classic approach and one that never fails to keep on delivering.

5. ONLY NEWSWORTHY INFORMATION

Don’t waste your time trying to put out pieces that aren’t news worthy. If you are going to take the time to write a press release and distribute that press release to the public, then you need to make sure you understand what news worthy really means.

6. TAKE OVER TWITTER

Utilize Twitter to your advantage. Virtually every journalist has a Twitter account. Use this as a way to form soft introductions. Don’t harass them on Twitter, be authentic and reach out. Start commenting on their work so they start recognizing your name.

7. USE DATA

Create pitches that have hard data. If you want to start pitching stories to the public the best thing you can do is to start collecting hard data. The more facts and figures that you have, the better off you will be. Numbers are always your friend.

8. INDUSTRY PUBLICATIONS

Reach out to industry publications. If you are a specialist in a certain area, make sure to reach out to publications within your field. Let these publications know that you are an expert and available to write feature articles or guest columns. This is a great way to solidify yourself as an expert in your industry and it can eventually help you get your company’s name out on a regional or national level.

9. USE BLOG COMMENTS

Use blog commenting as a way to introduce yourself to other professionals within your industry. A blog comment is a great way to show others that you are interested in what you have to say and that you admire what they are talking about. The right relationships with others in your field can help you both simultaneously promote your business.

10. CHARITABLE CONTESTS
A great way to get some extra coverage for your company is to create a charitable contest related to your business. For example, offering your customers a 20% discount if they bring in canned food. It is a great way to get people in the door, a great way to help your local community and a great way to get press coverage for your work as well.

Advice That Many Small Businesses Should Remember When It Comes To Media Relations

For many small businesses today, a great deal of their focus lies in getting their company noticed and to get their business the attention necessary to start getting some traction in the market. For many small businesses today, this obviously means making the rounds and trying their best to get the attention of journalists and other media contacts to give that company some exposure in the market. However, for more small businesses, they have very little insight into the world of public relations and how journalists view the many companies who are looking to get their attention and some publicity for their company.

For these small businesses, there are a few key pieces of advice that most journalists today will agree can help them get the attention of media outlets. While we have already touched on the importance of targeting the right journalists for the right pitches, and sending the right type of story in the press release, it is also important to remember the best ways to interact with journalists in order to get their attention and to find the best chance for success to getting the coverage you are looking for.

The first and most important thing to remember to treat these journalists with respect and to respect their position within the media world, by providing them with truthful information. Avoid overly exaggerating the story you are looking to sell, as this is disrespectful for the journalists who will be taking your story with your word that its truthful. You will also want to make sure that you are respecting their time and how valuable it is by not beating around the bush when contacting the, get to the point and let them know what it is that you are looking for. Finally respect them by giving the journalist some time to look over your story. Chances are, they have many press releases, pitches and stories to consider, so consistent pressuring may not be in your best benefit.

Remember that even if the journalist doesn’t publish your piece right away or if you think that they have just ignored your pitch for coverage, these journalists often have much more complex plans in place in terms of what they want to publish and when. Just because a journalist has received a story and hasn’t published it, it doesn’t mean that they haven’t tucked it away for publishing at a later date. With that in mind, don’t cast out a particular journalist because you think they don’t care about your pitch, realize that their job involves getting a lot of pitches and that ultimately, they need to do what’s best for them, their publication and their readers.

Elements Of A Successful Public Relations Campaign

Entrepreneurs and marketers will always debate how much of their budget to allocate for advertising versus public relations campaigns. In the past, an aggressive ad-campaign was all you needed to gain market share. That is no longer the case in today’s ultra-saturated consumer environment. Consumers are increasingly hungry for third-party information to make a better-informed purchase. This is especially true for millennial and generation-z consumers, who are known to view paid advertising as less genuine and therefore less reliable.

While younger consumers are the wariest of paid advertising, it’s by no means unique to those generations. Research shows that 70% of consumers want to become familiar with a company through articles as opposed to advertisements. With so much choice and information available these days, researching a company before making a decision is a must for the majority of consumers. If you want to thrive in this saturated environment, you need the credibility of third-party information standing behind your brand. This is where a well-crafted public relations campaign can be so effective at establishing credibility, reaching new audiences, and ultimately moving the needle on your highest priority business goals.

KNOW YOUR NARRATIVE

At the heart of every top-notch public relations campaign is a compelling story. Without an interesting narrative, any public relations effort is dead on arrival. This is often the most frustrating part of a campaign, but every single brand has an amazing story locked away somewhere: you just need to know where to look and how to present the best angle.

However, a story on its own is just words on a page. A public relations campaign needs both an amazing story and people who can spread it far and wide. This is where well-developed relationships with the media are worth their weight in gold. The media runs on a continuous flow of compelling stories, and it’s your job to feed the right story to the right people. This process should be a win for all sides: publications get novel, interesting content, and brands gain exposure and credibility.

BUILDING A PUBLIC RELATIONS CAMPAIGN

People may not want to hear it, but good public relations campaigns take time, often months. If you’re not going to dedicate the necessary time, you’re likely doing more harm than good. To ensure that you’re going about your public relations campaign in the right way, you need to dial in both your goals and your strategy.

When asked, most companies say their goal is to be featured in a certain publication, like the Wall Street Journal or Forbes. This is ultimately short-sighted, as media coverage is a public relations campaign strategy, not an end-goal. A goal should be concrete and measurable, such as an increase in sales by 10% by the end of the fiscal year. You may achieve this by getting placed in a premier publication, but that’s only one step in what should be a broad approach to driving results.

With your desired outcome set, it’s now time to build the strategy that will fuel your public relations campaign. Defining a viable strategy can seem daunting when there are so many paths to choose from, but they all rely on the same core elements: your message, desired audience, and how best to reach that audience.

Once you’ve defined your message, which again must be compelling and not just a sales pitch, it’s time to identify your target audience. For many companies your audience is current and potential customers, but it could also be a certain community, industry peers, investors, or even regulatory bodies. The right audience depends on the goal for your public relations campaign, so always craft your strategy with the end-result in mind.

With your ideal audience defined, identify which publications to target based on the media that your audience consumes. For example, if c-suite executives are your target you might look to outlets like the Wall Street Journal or Bloomberg. Major publications provide major exposure, but don’t shy away from more niche outlets based on size alone. At the end of the day the more (relevant) media you can target the better off your public relations campaign will be, and the closer you’ll be to achieving your goal.

MEDIA COVERAGE: THE ART OF PITCHING

To get your story out in the world requires media coverage, and there are three main ways to achieve this: a media pitch, a press release, and a media advisory. Using these correctly are where the value of an experienced public relations consultant really pays dividends. Press releases are what most people think of when they hear the phrase “public relations campaign”. It’s typically a one or two-page document that gives an in-depth overview of your news story. These are typically hosted on a company’s site or distributed via newswire but don’t expect reporters to be interested. They’re bombarded with hundreds of these each day, and they’re simply too long for today’s quick-paced media.

Where a press release is long and unwieldy, a media advisory is short and to the point. These are typically used to announce an event or to invite reporters to a press conference or briefing. These can be an important aspect of your public relations campaign, but again don’t expect reporters to take your advisory and run with it in their publications.

A media pitch is the main tool in your public relations campaign arsenal. A pitch is a very brief email, generally sent to reporters, editors or producers, that outlines your story and inquires if they want more information, such as an interview (here are our press interview tips). Pitching the media truly is an art, and something that takes a lot of practice to master. It all starts with the first thing the reporter sees: the subject line. These must as short as possible while still being compelling. Think of it almost as the title of your story, e.g. “3 Unexpected Benefits of Removing Sugar from your Diet”. Reporters get hundreds of emails per day, meaning your subject line is the only way to stave off outright rejection. Make sure that it’s interesting, succinct and clear in order to get your message opened.

After a friendly greeting, get right to the hook, or the meat, of your media pitch. In two to four sentences lay out the most important aspects of your message, followed by a few sentences that establish the credibility of the person or organization behind the story. Then wrap it up with a call-to-action, which is a one sentence or less reason for why the reporter should respond to your email. This usually takes the form of inquiring about setting up an interview to go in-depth on the story. The ultimate goal of media pitching in a public relations campaign is to get responses from the media, so make it easy for them to cover your story.

Entire books could be written on the art of pitching, but experience will always be the best teacher. To guide you, we have in fact written a very thorough how-to on best practices for pitching in our free public relations strategy guide here. A successful campaign might send out hundreds, if not thousands of pitches. Just keep in mind that journalists are people and professionals too, and a friendly relationship is worth infinitely more than a single article placement. At the end of the day you want to secure recurring placements in your target publications, so you can’t afford to burn any bridges. This is why a quality public relations campaign takes time, but if you have the patience and savvy to pull it off, the rewards are well worth the effort.

When Does A Startup Need A Public Relations Consultant?

Let’s say you’ve started a brand or business and have gotten to the point where you need exposure. So, you advertise on social media, have your friends spread the news, and use paid ads in order to get the word out about your business or product. While all of that does make a difference and may get you some amount of awareness, these tacts aren’t going to be able to create the same amount of opportunities for you that you’d receive if you were to hire a public relations consultant. That’s because advertising lends little to no credibility to your brand, whereas a public relations consultant will upgrade your brand’s storytelling and be able to get you verified by a trusted third party (i.e. an editorial piece). Doing this will give you and your brand the security and legitimacy it deserves and in turn, significantly increase your customer base.

If you’re unsure of whether or not you do in fact need a public relations consultant, it’s important to ask yourself how you’re going to build the brand recognition that you want and how you’re going to stay relevant in an increasingly competitive market. The value a public relations consultant provides is endless, but let’s get into some of the specifics as to what exactly a PR consultant does and the value they provide.

1. CREATING YOUR BRAND’S STORY & MESSAGING

It’s important to note that a public relations consultant doesn’t just advertise. In fact, they go so far as to even create your brand’s story and messaging. If you’ve worked with a marketing agency, they may have helped with this but because of their unique skill set, a public relations consultant is able to take your messaging to an even higher level. Public relations consultants know what sells. They know what people read and what the public resonates with because they’re used to working with journalists in order to put out news stories to the public. Therefore, even if you do already have your brand’s story and messaging in place, your PR consultant will be able to spin it in a way that will stand out amongst your competitors and really shine in the media.

2. STRATEGIC PLANNING FOR OPPORTUNITIES AND THREATS TO YOUR BRAND

A public relations consultant always has his or her pulse on what’s trending and when. They’re experts at strategically planning out when you should release certain information and products in order to secure the optimal performance. They’ll be able to assist you with planning opportunities for your business – whether that’s events you should put on, ads you should create, or specific audiences you should target in order to get noticed. Because they have their pulse on what’s going on in the media, they’ll also be able to direct you how to work around any threats to your brand – whether that’s competitors or someone spreading false information. The more information you have on what your competitors are doing, the better you’ll be able to market around them and explain why your business or product is superior.

3. CULTIVATING RELATIONSHIPS WITH THE MEDIA

While you can post on social media and use Facebook or Instagram ads to spread awareness, it’s next to impossible to get your business into a media outlet without a close connection. That’s where a PR consultant comes in. One of the main advantages to working with them is that they are closely tied to different news outlets. Whether you want an article written about what you’re doing in a major news source, or you want a spot on a local or national news station, a PR consultant is your foot in the door. A big part of their job is cultivating relationships with the media, which means that you’ll get exposure you’d likely never be able to get on your own or without a very close connection.

4. CONDUCTING PRESS OUTREACH GO SECURE COVERAGE

Because of the tight relationships that PR consultants typically have with the media, they will be able to get you in touch with press which will heighten the legitimacy and notoriety of your business. They’re able to study the news outlets and media companies that they know and figure out which would be best for you and your business. They’ll then be able to place you in a position of receiving optimal media coverage from the audience that you want and is very specific to your brand and/or business. While some marketing companies sometimes claim they have the ability to do this, it’s important to work with a PR consultant on this because you want to receive secure and legitimate news coverage from outlets or sources that are going to best shine light on what you’re doing.

5. PROVIDING MEDIA TRAINING

In addition to landing you large media opportunities, a PR consultant will also be able to work with you in order to help you feel calm, comfortable and confident in front of crowds or a camera. While some business owners may have experience doing this, the majority don’t and it can be a nerve wrecking experience addressing a large crowd or speaking on a news channel. A PR consultant will sit with you and help you formulate what you would like to say and help you practice until you feel ready to address your audience.

6. MONITORING AND RESPONDING RAPIDLY TO NEWS CONCERNING YOUR BRAND OR INDUSTRY

Not all press is good press, and oftentimes, new businesses face threats from their competitors. If someone were to write a negative review about your business or product or put out content that was false or that was negatively affecting your brand image, it’s usually very difficult to get this taken down. That’s where a PR consultant comes in. He or she will be able to go in and do damage control. They’ll be able to work on getting that information taken down, or stopping the spread of false information. In addition, they’ll be able to act quickly in order to get it taken down as soon as possible so it’s not lingering out in the public.

7. CRISIS MANAGEMENT

Similar to how they’re able to monitor and respond to news concerning your brand or industry, a PR consultant will also be able to get false information about you or your business offline. People can be vengeful and unfortunately, there may be some that aren’t excited about your success. If this were to happen, a PR consultant is able to get the situation under control, target the person who is spreading the information, and stop it before it escalates.

8. MANAGING YOUR INTERNAL MESSAGING TO EMPLOYEES WORLDWIDE

Not only do PR consultants work with you in order to target the ideal customer, they’ll also be able to help you work with your internal team. It’s important for your company to remain unified and remain committed to the same vision and message. Your PR consultant will be able to help you draft the language to use in order to communicate effectively and unify your team, no matter where in the world they may be. PR consultants are usually wordsmiths and brand experts who have the unique skillset needed to unify your company.

9. COMMUNICATING YOUR CSR PROGRAMS TO THE COMMUNITY

According to investopedia.com, “Corporate social responsibility is a broad concept that can take many forms depending on the company and industry. Through CSR programs, philanthropy, and volunteer efforts, businesses can benefit society while boosting their brands”. It’s important that a brand or business not only helps their target audience, but also society. Doing things such as donating to certain charities or volunteering your time to help others is a great way to genuinely positively affect society while also getting the positive recognition that your brand and business deserves.

PR & Marketing: How They Work Together To Achieve Success

Marketing and PR are typically lumped together as one in the same. This couldn’t be further from the truth. You can be a great marketer but a terrible PR person, and vice-versa. You need to look at them separately if you’re going to maximize the potential within your company and run the best possible public relations campaign.

So how do these two fields work together to help maximize your company’s potential?

What Is The Main Difference?

First, we need to examine the main differences between the two. The big divide is quite simple to understand. Marketers are more concerned with measuring metrics and tweaking online and offline campaigns to drive more sales. A PR person is more concerned with the company’s image in the media.

The work of a marketer directly influences the work of a PR person, and vice-versa. PR people tend to manage brands as a whole, whereas marketers focus on driving sales to specific products.

How They Work Together To Make A Brand Whole

Marketers and PR people both have the same goal. They’re there to drive sales. To work together and make a brand whole, these two departments must communicate and work together. Occasionally they may even share the same goals.

So just how do they work together to make a brand whole?

 

PR people tend to think about how people perceive the brand. Online reputation is a big issue for them, and so is putting out any potential fires before they start to cause serious damage to the brand. Marketers rely on the PR department to avoid damaging the brand, otherwise, the fluidity of their marketing campaigns could come under threat.

On the other hand, marketers are there to not cause problems in the first place. A PR person may be the company’s shield against the media, but it’s up to marketers to avoid causing problems to begin with. Instead, PR people should be going on the offensive and promoting the brand, rather than defending it.

What Are The Most Common Misconceptions About Pr And Marketing?

Marketing Pros are PR Pros – This couldn’t be further from the truth. Just because a marketer created a successful PPC campaign doesn’t mean they know the first thing about pitching a business or getting in touch with a local radio station.

PR is Offline – PR is increasingly about online interactions. Managing a firm’s online reputation has become just as important as managing its offline reputation.

Creativity is Related ONLY to Advertising – This couldn’t be further from the truth. Marketers and PR people express creativity in different ways. Both departments must strategize and must set themselves apart from their counterparts at other companies. A lack of creativity is killer for any marketing or PR department.

Conclusion – The Same But Different

Marketing and PR are two departments that have never been closer. But that doesn’t make them the same. The key to making the most of both within your company is communication. Coordinate your efforts and you’ll get more from both parties.

How do you use marketing and PR within your company?

 

Facing The Covid-19 Coronavirus

On December 31, 2019, Chinese authorities notified the WHO of a group of patients infected with an unknown virus. Less than a month later, on January 20, 2020, the first case of the newly named COVID-19 Novel Coronavirus was detected in the United States. What’s unfolded since has gripped the world on many fronts as governments react to protect public health and economic stability.

For businesses large and small, these turbulent times pose a significant amount of uncertainty. Leaders will be tested as to the best course of action for protecting their employees, customers and shareholders. While there will be tough decisions to be made and choppy waters to navigate, not all of it must be grim. All crises and challenges provide opportunities for growth and future success. We have laid out a few of our own ideas here that perhaps will help our own clients, partners and readers with taking control and leading through challenging environments.

  1. Communicate Frequently: For the very few companies who are not already doing this, communicating with your customers and employees on updates concerning the pandemic’s impact on your products and services is important for keeping lines of communication open and maintaining a steady presence through a storm.

  2. Re-Connect with People: Use this time as an opportunity to reach out to clients, past clients, partners and vendors to check in on how they are doing. This is an important time for us to be there for others even when there isn’t an immediate gain. Compassion wins and those you touch will remember it later. This is an opportunity for building deep, long-term relationships that successful businesses are built on.

  3. Keep Working: For those businesses who are able to run with a remote team, now is the opportunity to lean on (or create) rock solid systems and processes and leverage technology (think virtual conferencing, project management tools, etc) to keep productive even when the team is apart. One silver lining that may come out of this is realizing newfound productivity through remote work and less unproductive face-to-face meetings.

  4. Maintain Team Morale Virtually: Just because you are working remotely doesn’t mean that a leader can neglect their culture and team morale. Get your team together weekly or even daily for group bonding time using video conferencing tools such as Zoom. Isolation affects everybody in different ways and it’s important to continue to be there for each other and maintain the camaraderie of a team.

  5. Be a Voice in Your Industry: Chances are, your industry is experiencing a great deal of uncertainty during these times. Seize the opportunity to be a thought leader on the impact of COVID-19 on your industry and how to move forward. Reach out to reporters covering your vertical to offer your industry insight. Publish content on your own blog and social media channels about the impact of COVID-19 on your industry and what you’re doing about it. You may even consider hosting a webinar to bring your industry together during a time when many of your conferences and trade shows were likely cancelled.

  6. Help Others: If you’re in a position to do so, allocate some of your resources to give back to the community and those impacted by the virus. We will get through this a lot smoother if we all come together to support one another in whichever way we can.

  7. Stay Focused on the Big Picture: This, as in all other global crises, will pass and the world will emerge stronger. While you’re in crisis management mode, don’t lose sight of the bigger picture. Continue sowing the seeds for long-term success and do not neglect the daily activities that will continue compounding into results long after this is over. Keep the momentum going.

As we work with all of our clients to navigate the COVID-19 landscape and continue to grow their organizations and voices as leaders, our commitment to serving is steadfast. For organizations seeking guidance on communicating when the stakes are high, our lines are always open and we will continue to be prepared to help. Be safe, and protect your health and the health of others before all else.

Are You Making These Top 3 PR Mistakes?

Successful PR campaigns can define your brand both online and offline. But good PR and bad PR are separated only by a very fine line. Thousands of companies make the same mistakes and then wonder why they’re not getting any return on their investment.

These are the top three PR mistakes that are responsible for the majority of failed PR efforts.

Pr Mistake #1 – Not Responding To The Public

The first mistake you can make is not responding to the general public in the right way. Refusing to comment in the face of negative press might be acceptable legally, but to the public, you are essentially admitting your guilt. Statements from your company should be pointed and definitive.

Another example of poor public response is to attack negative reviewers. Never face complaints by claiming the customer is mistaken or plain wrong. You’ll always look worse, regardless of whether you’re right. The key is to not get emotional and to refrain from getting into public disputes with people. Always take the high road.

Apologize for your mistakes, give clear answers to the media, and try to maintain a positive attitude when you’re in the public eye.

Pr Mistake #2 – Failing To Understand What People Are Saying About You

PR departments are responsible for managing your company’s reputation. The only way they can do this is by finding out what people are saying about you. Monitoring things like reviews and comments can reveal useful feedback to improve your products and services.

The goal isn’t to somehow suppress negative feedback. You need to embrace that negative feedback and ensure that it doesn’t happen again.

Useful tip: Set up a Google Alerts notification for your company’s name and major products so that you are always in the know.

This is also vital to prevent any slander against you. Smear campaigns from competitors are not just damaging they’re illegal. Don’t underestimate the potential for this to happen to you.

Pr Mistake #3 – Winging It

It’s amazing how so many companies claim to be concerned about their PR but don’t have a strategy. You need a documented PR strategy, including what you want to achieve, how you’re going to achieve it, and in what timeframe you want to achieve it.

Firm PR strategies are necessary because it’s the only way you can track your progress and understand whether you’re succeeding or failing.

If you already have a PR strategy that’s just the first step to a successful PR campaign. You need to schedule reviews every few weeks where you go back over that strategy and examine what you’ve done and whether you’re still on track. The strategy should be the heart of your PR department.

Conclusion – Succeeding With PR

Successful PR doesn’t mean you need to have a budget of thousands of dollars. Even small businesses can succeed with PR simply by adopting a strategy and approaching customers in the right way.

Want To Succeed In The PR Field? These Are The Traits You Need

Public relations is all about portraying you or your brand in the best possible light. There are many ways to promote a brand online. It takes the right sort of person to be able to come up with a solution that works in the long-term. You’re playing the long game. You’re not trying to become a fad. You’re trying to make sure your brand is an authority.

So, what traits do you need to win out in the world of PR?

Tenacity

Tenacity is the will to win. It’s the determination to keep pushing even when things aren’t going your way. PR is rarely something that succeeds overnight. It takes time to make it work and you won’t see any real results from your campaigns in the extreme short-term.

You need the tenacity to keep pushing because you know that eventually, you’re going to get the results you expect.

Writing Skills

Online PR’s main tool is written content. Whether it’s a caption to go with a video or the copy you produce as part of your Google AdWords ads, you need writing skills to convince people to buy from you. Your results could hinge on a single word being in the right place.

It’s not just about being able to write proficiently it’s about being able to write persuasively to accomplish your PR goals.

Thinking Outside The Box

Every brand would love to go viral. Aiming to become viral is normally fruitless because it’s a matter of luck. However, that doesn’t mean to say you can’t become an early adopter. You need to be on the forefront of your industry if you’re going to elevate your brand.

This is not something you can take a training course in. The best PR experts can think creatively. Can you come up with innovative solutions to problems?

Strong Communicator

PR guys work on a team. Their job depends on what’s going on throughout the entire company. Strong communicators will always flourish in the world of PR. They have their finger on the pulse of a brand and the wider market. And they can communicate exactly what they want and they know what they can expect from everyone else.

Effective PR is a team pursuit so you need to be able to make yourself heard and listen to others intently. But what is it to be a strong communicator?

Contrary to popular belief, strong communicators aren’t necessarily the loudest in the room. Some of the strongest communicators are introverts and don’t shout louder than their peers. They simply take everyone else’s opinions on board and when they speak people listen because they always have something useful to say.

Conclusion – Do You Have The Skills?

These are the four main characteristics that will set you apart from the crowd. They’re skills that can be learned, but you need to open your mind and apply them to every aspect of your life.

Are you the right person for a job in public relations?

How To Keep Your Brand Consistent Across All Platforms

Your brand is your most valuable asset. Without your brand, you will never become a success story because you will have no way to market to customers and retain them. The key to a successful brand is to keep it consistent across all platforms. This is how to do it.

What Is The Relationship Between Your Brand And Your Customers?

Your brand is influenced almost entirely by what your customers say about it. How people talk about your company is what your brand turns out to be.

If a travel agent has a lot of customers on their Facebook page talking about how much people loved their tours, their brand becomes a brand that provides a fantastic product with a high-quality result. That brand instantly becomes more trustworthy, and therefore more marketable.

In other words, keeping your brand consistent across all platforms involves providing a consistent level of service and a consistent connection.

Consistency Is In The Voice You Use

Your social media platforms, marketing campaigns, and public relations effort involve talking to customers. Even if you are not speaking to them directly, you are still speaking to them passively. Every marketing campaign is an opportunity to interact with your target market.

It’s imperative that every brand maintains the same tone and the same positive outlook. You must decide on the tone that’s best for you, but the point is that it should always remain the same.

A consistent voice guarantees consistent communication from customers. And as we have already mentioned, that’s what makes your brand.

Bringing Your Channels Together

It’s easy to look at Facebook as one entity and Twitter as another. It’s easy to assume your marketing campaign from one product is entirely separate from your PR department reporting on the activities of your company. That’s a misunderstanding of consistency across your brand.

Those channels are linked and you shouldn’t attempt to separate them. That’s why you should pay serious attention to how news on one channel will be received on another channel. Then you should think about how you can link them together to enhance your exposure.

Doubling Your Gains Through Consistency Across Channels

For a positive brand boost, you should aim to transfer your customers from one channel to another. Give them a reason to check out everything to do with your brand.

The best way to do this is by providing exclusive content on each one. That content can be related to the same campaign or the same topic, but making them slightly different gives people a reason to follow you on multiple channels.

Companies in any niche can easily take advantage of this.

Conclusion – Brand Consistency Is The Definition Of Success

All successful brands have one thing in common: consistency. Public relations, marketing, and social media should all be linked together and they should all have different types of content. It doesn’t take long to obtain consistency, but it does require a conscious effort to do so.

Have you developed a strategy for maintaining brand consistency?

Traditional PR: Is It Relevant?

Traditional PR is steadily becoming increasingly irrelevant. Press kits and press releases used to be staples of every company big and small. But they discovered an awful truth. They are just not relevant any longer because they are not effective.

However, what you need to keep in mind is that the skills associated with traditional PR still exist. So, we answer whether traditional PR is still relevant?

Less Return On The Investment

Press kits and press releases are just not as effective because they have either become too widespread, and technology has taken the reigns. For many companies, it’s a combination of both. How many journalists are going to waste their time reading a press release from a random small business they find online?

Like with TV advertising and radio advertising, for most organizations there’s no real targeting and the returns simply aren’t worth it.

Connecting Traditional Audiences Still Matter

Let’s take a closer look at the press release. This used to be the best way to reach journalists and traditional media outlets. But today journalists aren’t looking at press releases. They are going to Twitter and video ads. In other words, the industry has gone 100% digital.

It’s still important to connect with traditional media, though. You still need the techniques of traditional PR to succeed, even if you are applying those traits to more modern advertising methods.

Which Transferrable Skills Are Most Valuable?

  • Hitting Your Audience – You must hit your audience. This was always the case. But traditional PR options aren’t particularly effective at hitting their target audiences anymore. But with digital methods, you can target like never before.
  • Writing a Story – Traditional PR was still about the story. You always needed great writing skills to succeed. That’s still relevant, even if the words might not be on the screen but converted into a video presentation instead.
  • Planning at the Higher Level – Traditional PR campaigns were always woven into a grand plan. In this digital age, one of the biggest reasons why companies fail at marketing is because they are unable to plan at the top level.

Where Is The Industry Going?

Take the three skills listed above and think about how they can fit into a digital world. That same digital world comes with much shorter attention spans, no gatekeepers, and a nearly unlimited number of channels to utilize. That’s not going to change, but traditional PR experts only need an understanding of these new channels and they can still be successful.

The message is that you shouldn’t confine the entire traditional PR to the trash can of history. Use those same skills but apply them to the new marketing methods of today.

Conclusion – Get Started

It’s time to start learning those traditional PR skills. A mix of traditional PR and new-age PR will give you the best results. Combine new channels and old knowledge together and you will gain a great advantage over your competitors.

What do you think is the most important traditional PR skill?