Understanding the difference between Public Relations and Marketing can be very helpful when it comes to strategizing effective ways to build brand awareness, increase revenue, drive web traffic or simply create a buzz. As PR professionals, we also appreciate how both marketing initiatives and traditional public relations efforts can work in tandem with one another to drive results. The “marketing umbrella” contains powerful promotional tools, one of which is PR. At times, PR is difficult to define because it can be a challenge to associate a specific “return on investment”, whereas with a paid advertising campaign, dollars spent can be tracked back to direct sales or return. That said there is absolutely no denying that effective and strategic public relations initiatives can launch a brand to great success or continue building momentum. Here are three free things that fall within the world of PR that you can start executing today to enhance your brand, and aid you achieving your goals and objectives.
Media Relations – Building relationships with local, regional, and national media personnel or ‘on-air talent’ can sometimes be a daunting task. That said, looking up the ‘contact us’ page on the local news outlet’s website to introduce yourself and your business to the folks most likely to cover your industry is the perfect place to start. Simply saying hello, providing feedback on a relatable article they have published, or weaving your way into a recent story they covered are all effective ways to begin building long-term, and hopefully beneficial relationships with those in your market ultimately responsible for spreading news and sharing your story.
Social Media Engagement and Influencer Relations –PR today is less about writing and sending press releases, and more about valuable engagement, especially on social media! Commenting, sharing, liking, and loving social media content on a personal level is a surefire way to contribute to the conversation in a very valuable way. By being persistent and consistent with your engagement on social media platforms, you are more likely to grow your organic reach and build brand awareness in an impactful way. Engaging with local social influencers via direct messages, comments or shares may seem like a time consuming task that will fall on deaf ears…or blind eyes; however, rest assured that patience is a virtue and valuable interaction digitally can – and will pay off!
Content Creation – Building content that you own is critical! Imagine a world where Instagram or Facebook no longer exists and the digital audience you have built is no longer present to engage with, or see your brand daily. Generating content that is your own to share among your audience will help you continue to build your brand – even if the outlets for distributing that content change or evolve over time. Specifically speaking, you should focus on your website, building a strong email database and most importantly – cultivating your relationships! We encourage clients to spend their valuable time writing informational white pages, building a mobile and user friendly website, and to always go the extra mile when publishing content that is theirs – ultimately positioning them as the expert within a given landscape.
There is no denying that PR can incorporate a lot of different things these days; however, focusing on effective media relations, spending time on personal engagement, and building valuable content will never go out of style!