If we do say so ourselves, public relations is one of the most important aspects of brand management that your company can engage with. When things are going well, PR helps you shout about your success, generate public support and build a great reputation. When crisis hits, PR helps you manage the fall out, calling on that great reputation to minimise your losses and retain your customer base.
So how do you start thinking like a PRO? Which by the way, stands for Public Relations Officer.
Well firstly, you need to put yourself in the public’s shoes. How is your audience currently perceiving you, how do you want to be perceived and do these two factors align? Just because you know how amazing your company is, it doesn’t mean that anyone else does and even if you tell them, they might not believe you anyway! As such, when you’re developing a PR campaign always try to remove yourself from the situation, see things from the public’s point of view and be crystal clear in your messages.
Similarly, you should be comprehensive with the information you release into the wild. This means that as well as sending out a press release to your distribution list, you also want to upload it to your website and share it across social media. Being consistent with the manner in which you send out news will help reduce the possibility of misinterpretation.
You also need to think about the way in which people consume news. Nowadays, when people want to know what’s happening in the world they no longer walk down to the local newsstand or wait for the 10 o’clock news, they jump straight onto the internet. As such, it’s vital that you make your content searchable and optimise its potential online. It’s a new era of PR and is essential for getting your point across!
A common mistake that people often make when writing press releases is filling them with jazzy, clever-sounding phrases which not only confuse their reader, but also convey very little. So don’t try to ‘spin’ anything, just state your information in a simple and logical manner.
Finally, tailor make your content to its audience. We often remind you how important this is on social media, but it’s equally applicable to the traditional forms of PR too. For example, when launching a new product, the press release you send to industry experts and officials is likely to be very different from the one you send out to the general public. Crafting multiple press releases is sometimes essential and will help you communicate more effectively with a wider audience.
So there’s a little recap of what we do on a day-to-day basis, but also things you should be thinking about if you’re planning to take PR into your own hands!