A lot of businesses are still under the impression that PR is as simple as sending press releases. But in today’s analytics-driven, multi-channel world it is far more complex than companies may think. In an extremely competitive market with so many ways to communicate, developing a unique PR strategy is no easy task. So, how do you help your company stand out in a hyper-competitive environment? We have outlined seven ways to create a unique PR strategy that will help you stand out from the crowd!
1. Set goals
Before you launch your PR campaign, make sure to create a thorough plan with your business objectives. Think about your brand voice and what type of audience you want to target. Once your goals are crystal-clear and you launch your campaign, you can also set tangible metrics to measure its results. By measuring your results, you can see what worked, what did not, and how to move forward in your PR strategy. Use SMART goals as a guide, making sure your objectives are specific, measurable, achievable, relevant and time-bound.
2. Develop your own pitch style
There are hard-fast rules to press releases: do not download them from a template and do not send a mass email blast. Journalists receive up to 50 pitches per day, so having a unique press release that shows you researched the journalist, publication and previous topics they have covered is essential to giving you a shot at getting your news published. And remember, a journalist liking your pitch is just the first step. They need to like the angle too, so try and come at it from a unique perspective. Including the who, what, when, where, why and how is also essential to get published. Do not leave the journalist guessing!
3. Choose the right distribution channels
Distributing pitches are less complicated than choosing the right distribution channels. PR pros at EssaysOnTime offer their pearl of wisdom:
“Sometimes only a few specialized channels of distribution can help you achieve PR objectives, but you can also go for a less segmented approach in case you are targeting the general public.”
4. The power of networking
Sometimes even the best press releases get rejected because the company does not have a relationship with the journalist. To connect with journalists, you can offer to guest blog for their publications as a subject matter expert, so when the time comes around for them to publish your news, you would have already built a connection. Attending networking events in your industry is also a great way to connect with powerhouse publications. If you do not have a lot of time for these events (most of us don’t) adding decision makers on LinkedIn is also an excellent way for them to put a name to a face.
5. Sharing on social media
Consistently publishing fresh content on your social media channels and interacting with journalists on these channels by sharing and commenting on their content is oftentimes far more effective than sending them a pitch. For example, wuoting their articles with a link to the piece does not guarantee that they’ll re-Tweet it, but it will definitely get you noticed. Social media also bodes well for publishing your own news. On the major social media channels, you specify who you want to target and run ads. Twitter and LinkedIn are an extremely effective way to share company news.
6. Create quality website content
Given that Google is responsible for 94 percent of organic traffic according to Web Presence Solutions, companies are constantly aiming to boost their SEO rankings. By continually posting content with targeted keywords, Google’s algorithm will move your page up. Platforms like SEM rush are great for tracking your keywords. Analyzing what keywords are most successful and which ones need work will improve your PR strategy by tenfold.
7. Engage with micro-influencers
It is well known that social influencers have become an integral part of many organizations’ PR strategies, but new research shows that micro-influencers are even better for your reach than using celebrities. Now, don’t get us wrong, celebrities are great, but they don’t create the same level of credibility as micro-influencers. This is because if you find the right micro-influencer with a large following in your industry to promote your brand, your audience will find it more trustworthy than having an A-lister promoting your company. Micro-influencers are also far less expensive, so unless you have the connections, being the big fish in a small pond is now the way to boost audience engagement.