There is an often-overlooked aspect of
marketing that can be considered a distant relative. Public relations, also
referred to as PR, is this sometimes forgotten but very important component of
promotions. At its core, PR can be defined as managing a brand’s image and
reputation, but it touches all aspects of a business including employees,
shareholders, customers, investors, financial markets, politics, media, and
business partners.
When executed well, PR can garner free publicity
in The New York Times, The Wall Street Journal, and on CNN. When executed
poorly or a crisis happens, publicity may not be welcomed.
Talented PR professionals develop
long-term relationships with reporters, and over time, reporters depend on marketing
and PR pros to provide them with the information they need to write their
articles.
Here are my Top 10 Branding Tips Using
PR:
[1] Develop competitive positioning
statement and include with all printed collateral and online web pages, for
example, fact sheets, brochures, annual reports, etc.
[2] Write articles about your company and
how your product or service solved problems for your customers – and submit to
local, regional, and national publications and websites.
[3] Videotape experts from your company
as they answer questions about your product or service and submit to television
stations and radio stations to pitch the experts for future interviews.
[4] Develop traditional press kits and
online versions and include fact sheets, press releases, media alerts, printed
or PDF versions of media coverage, etc.
[5] Develop a media list of appropriate
reporters who cover your industry and update on a regular basis.
[6] Create a schedule for regular press
releases and distribute to your media list.
[7] Develop testimonials and case studies
by interviewing satisfied customers and use them as brand advocates – include these
items in your press kits.
[8] Showcase your brand at industry trade
shows and obtain keynote speaking engagements for your company experts – events are also great places to
announce new products or services.
[9] Blogs have become an easy way for
companies to share news and control how the information is presented,
therefore, create a blog or several blogs – invite comments and monitor them
quickly to further conversations.
[10] Since social media has changed the
landscape for the dissemination of news, develop a social media marketing plan
and integrate it with your overall marketing and PR outreach initiatives (e.g.,
Facebook, Twitter, LinkedIn, YouTube, Google+, and Pinterest).
What would you add to the list?