The right public relations strategy allows brands to build visibility while creating or deepening connections with key audiences. But tools like press releases and feature story placements are just the beginning. Here are five ways to amplify PR efforts.
Social media adds value
Social media posts can be more than company news and updates. Brands get creative on social channels. For example, if your brand just put out a report with interesting stats, the information can be turned into engaging graphics or charts to engage not only customers, but journalists. Brands can also use social media channels to share thought leadership insights. It’s common for journalists to pick up something on Twitter to incorporate into an article or research for further commentary, for example. Capturing interest from followers can also strengthen a brand’s relationships with key press.
Always be building…media relationships
Media relationships, of course, are at the heart of PR plan execution. And social channels are a strong avenue for connecting with journalists and other news influencers who might be a resource for a future story. Engage with them on social media, email them offering kudos on a recent story, or schedule a coffee meeting or a virtual check-in. It’s useful to gain insight on planned stories and to let them know about your clients informally, but most importantly, you want to get to know them.
If you create that trusted relationship with journalists, they will start coming to you for help on stories – which is why it’s not only helpful for PR pros to have good relationships with journalists, but to also use the tried and true PR tool of reactive response, otherwise known as newsjacking, to amplify PR efforts.
Newsjacking seizes opportunities
In responding to a breaking story with your own commentary or news, you can create additional, opportunistic coverage to augment proactive media efforts. But you need to be quick and efficient and you must offer useful information. Breaking news happens fast, and reporters writing stories are looking for a quick reaction. Something we practice here at Crenshaw is having a document for our clients with approved commentary on several topics where they have expertise. That way we already have the shell of an approved response, and we can tweak the quote to fit the story. That’s how we can get as many as three clients quoted in a single piece on Apple’s announcement of new features for its SKAdNetwork. The key here is not only to be reactive but to offer insightful commentary to grab the attention from reporters.
Data pulls go along way
There may be a month or two where a company has no immediate announcements or is in the middle of closing on a partnership deal or similar news item, which can take months. In short, there’s no hard news. Data pulls are a great way to get a quick hit, especially if the data reveals something new and relevant to targeted press.
Last month, our client Innovid put out an annual benchmarks report examining key trends in streaming CTV advertising and more. The report is full of nuggets of information that we plan to use for multiple PR efforts. We have press releases, media alerts, bylines and prepared commentary lined up from all of the data, for the next three months.
Email marketing connects the dots
Who says email is dead? In fact, it’s more effective than ever as a way to help brands amp their PR efforts. One best practice for email marketing is to push out a newsletter at the same time as a press release is published and news is posted on social channels. Even when there’s no announcement, PR pros should work to create newsletters with valuable content to share with subscribers. Quality and relevance will always get a positive response.