I love social media and the digital world like any other millennial marketer. But before Facebook and iOS Press Releases (only millennials will get this joke, sorry) there was good ol’ fashion public relations – aka PR.
Yes, PR matters and it should still remain a vital piece of your overall business strategy. If you don’t currently have a PR strategy, here are a few things you should think about to get started.
What’s the difference between PR and marketing?
Public relations is EARNED media, marketing is PAID media.
Why should I care about PR when I can pay for media placement?
Sure, you could pay for media placement. But wouldn’t you rather earn your full page article in that top magazine than pay for it? Would you trust a media publication that let you pay for good publicity?
If you want to be authentic, you have to earn your stripes. PR allows you to do that.
What exactly can PR do for my business?
Having a great PR strategy can help you earn media placement on a local, or even national level. This can help you extend your reach and potentially gain new customers.
What are some key items that should be apart of my PR strategy?
There are three keys items that should be apart of your public relations strategy:
- Media Kit: This should be updated per product release, new service, or new business venture.
- Media Contacts: Don’t abuse your contacts, and don’t be too general. Your pitch should align to the interests of the person you’re reaching out to.
- Crisis Communication Plan: If something goes wrong in your business, (i.e. someone gets sick from your product, your product malfunctions, someone slanders you or your company) you should have a plan in place to mitigate potential issues. Your plan should include scenarios that are relevant to your industry. For example, if you own a makeup line, you should have a plan in place for the possibility of someone getting an infection or rash from your products.
Technology will continue to advance and we will gain more and more access to one another. However, the basics are what they are – the foundation. You should find a creative way to incorporate “old school” ideas into your new age strategy.