A good PR campaign can have huge impacts on a small businesses image and reputation and can be a cheaper alternative to advertising. Here we provide some useful PR tips to create an effective PR campaign.
LinkedIn is a key industry tool for professionals. Optimise your headlines and profile summaries with industry-specific terminology, this will get you the attention from the right people. As the saying goes a picture paints a thousand words, and so does your LinkedIn picture, you should upload a head-and-shoulders professional photograph – make sure you are wearing professional work attire. Within your profile, include client recommendations and testimonials, they’ll provide you with more value on your profile.
Easy-to-read Press Releases
Content shouldn’t just be readable but scannable, being able to scan information is paramount. Use short sentences with easy to read language that anyone would be able to understand, be creative in your choice of language. If you are writing for a bulletin newspaper or a letter, the first and last sentences of each individual paragraph must clearly communicate the topic and call of action. Online press releases need the most significant information within the first and second paragraph. Don’t forget to limit paragraphs to 3-5 sentences.
Cultivate Media Partnerships
Media partnerships are vital and key to any company, so making those connections is wise, the more people you know the better. No matter where your business is based you’ll have a media outlet close by, make an effort to engage with them, it doesn’t have to be in person, social media accounts are a step in the right direction. Feed them information so they’ll want to know more.
Social Media Marketing
Social media has taken the public relations industry by storm. Facebook allows for marketers to pinpoint certain posts to people, however, remember Facebook is mainly where users go to gossip, entertain, criticise and get attention – content now requires less text in favour of more powerful memories or feelings, alongside strong graphic images and short snappy videos. Use Facebook mainly for networking and publishing, and use Twitter for advertising and communicating between yourself and client. 140 characters is useful for creating short snappy sentences that quickly grab the attention of the reader.
Communication is vital, it shows you care. Have an understanding of your audience and connect and interact with them constantly. Show them their opinion is valued. When communicating use precise explanations that are comprehensive and sound professional. A common rule for emails is they should contain 10% of less promotional material and 0% jargon and unnecessary lingo.