If you want to get more coverage to build your brand, create awareness, and get your voice heard in the right publications, a strategic PR plan will get you more than an occasional media hit.
“Selecting the right media partners and channels to continuously engage your audience with great content is the best communications strategy you can invest in today.”
In a competitive market and uncertain times, businesses today continuously look for new, creative ways to reach customers, grow profits and take their company to that next level. And in a noisy, fast paced world, getting the right message out is becoming more and more challenging.
If you’re not getting the right media coverage or struggling to gain momentum, you may need to re-think your Public Relations (PR) plan and approach. When done correctly, a well thought out strategic PR plan can help you reach the right audience, with the right message at the right time. When done correctly, it can become an essential part of your sales and marketing efforts to help grow business.
The #1 question asked: Where do I start?
If your number one business goal is to build your brand, create awareness, and get your voice heard in target channels and publications, it starts with a strategic PR plan that goes beyond just media coverage.
- Develop a strategy: A strategic plan developed in quarterly increments with achievable KPIs (Key Performance Indicators) is essential. Leaders today want to see results from every single dollar invested in your program. Therefore, the key is to ensure you have clear goals established, strong programs defined, and that every single action you take is 100% measurable.
- Build a content calendar: Guide your communications efforts and get strategic when you release “stuff” to the public. By developing an annual calendar, you can proactively drive when to release all your great company news and content. Consider items such as product launches, new partnerships, new markets entered, industry articles, and big company events.
- Keep formal announcements focused on important stuff: Not all company announcements are worthy of a press release. In fact, you should only issue a press release when you have something important to communicate to the public. Now if you think you have something fabulous to announce, then by all means tell the world. Just make sure it’s substantial and worth sharing. Save the rest for your company newsletter and website.
- Create your own news: So, you don’t have a ton of company news coming up, what do you do? Take the time to create your own ‘news’ and craft a unique story. Just make sure it’s a piece that is informational and educational. And it interests the people you want to do business with; and journalists want to cover. Think different content formats, such as eGuides, white papers, editorials, and success stories.
- Get in the ‘right’ publications: So, now that you have all this great content, where do you place it? The best place to start is to uncover where your target audience gets their information and go after those publications and channels. Just make sure you target the right reporter covering your specific industry and field of interest.
- Make it newsworthy: Reporters are always on the hunt for great story ideas. But first, you must determine what is considered ‘news’ in the publications that you’re targeting. The key to gain media coverage is to provide something timely, topical, educational, and most importantly, ‘newsworthy’.
- Develop relationships with media partners: Media relations takes time and it’s just as important as scoring media hits. The best way to make friends and provide value with reporters is consistent follow up (and follow through). Then pitch an awesome story idea that helps him or her produce a hit article. Once you’ve done that, your new friend will be more excited to talk with you the next time an opportunity comes up.
- Share success: Make sure you have all your company news and stories highlighted on your website and that it’s easy to find and share. A dedicated media page should include your spokespeople, industry insights, blogs, and other resources. And don’t forget to spotlight all that great company news!
- BE the expert in your industry: Don’t underestimate the power of what you have to offer – and say about your industry. By sharing your personal stories, knowledge, and expertise you can grow a loyal following. Once you establish yourself as an expert, people come to you for comment.
- Create the right image: You have one chance to make a great first impression (or so the saying goes). Take the time to develop your image and send the right message to your audience.
Lead the Conversation
Securing great media coverage isn’t about getting a quote in some random publication.
It’s about investing the time and energy in developing a thoughtful PR strategy and program. It should be continuously feeding a pipeline with great content, strategic messages and human stories that reach your target audiences. On a regular basis.
Whether it’s media, social media, podcasts, or events developing… A strong communications plan that continuously engages your audience is the best public relations strategy you can invest in today.
Andrea Carey is the Senior Communications and Creative Director at Magnolia. A passionate Marketing Communications professional, she helps organizations make plans, reach goals, and move forward with thoughtful, strategic programs with a pro-active approach.
Contact Andrea direct to learn more about how your organization can embrace new ways of getting a message out in a highly connected world.