Public relations skills are acquired over time, and seasoned PR pros have their efforts down to a calculated process. PR plays a huge role in every business and can make the difference between a successful venture and an unfortunate failure. Even if you are new to the PR game, you can still take advantage of these powerful marketing and communications tools to spread your message and help your cause. Learn from these tips and tricks from seasoned PR pros to make the most of your public relations efforts:
- Learn to write. Even the most worthwhile cause won’t gain traction if it isn’t communicated well. PR pros know how to write in a clear and concise manner that gets the message across in an engaging way. Don’t be afraid of rewrites and passing your press release or article off to a colleague for feedback.
- Take advantage of social media. In today’s connected world, one of the most powerful and effective ways to reach clients is right at your fingertips—and it’s free. Social media gives you a chance to organically share your message and start a conversation with potential customers, donors, influencers, etc. Pick two to three social media channels (such as Facebook, Twitter, Instagram, YouTube, or Pinterest) that will most help you reach your target audience and post things that are engaging, fun, and get your message across in a natural way.
- Develop SEO. Once you’ve started social media, the next step is to harness its power to add credibility to your business. SEO, or search engine optimization, helps your website get to the top of search results. Add commonly searched keywords to the text of your website or blog and link to other established blogs or websites. Sharing your posts and connecting social media to your website also increases SEO. The more connected and keyword-based your website is, the higher it will land in search results.
- Build relationships. Public relations is all about relationships. After all, people are more likely to do what you want them to do if they feel invested and realize it can be beneficial for them. Establishing relationships with journalists can be incredibly valuable when you need a story covered—even a quick thank you email or a complement on a previous story can work wonders. Similarly, build relationships with influencers and potential customers at times other than when you want them to do something—make it organic and natural so they don’t feel like you are only using them to push a product.
- Focus on quality, not quantity. It may be tempting to blindly send out 100 press releases and follow 1,000 Twitter accounts, but if you aren’t pitching or following the right people, it can all be for naught. It just takes one good news story or one great event for something to catch on, so focus on reaching out to the right people, even if you aren’t reaching as many.