What is a Public Relations Strategy and Why Do You Need It?
What is a public relations strategy to a company CEO? Shouldn't they be reaching out to you for your invaluable expertise or innovative product?
We all know that NFL players and actors have their own PR team. Their job is — to put it simply — is to make the stars look good (or to promote their upcoming game or project).
Is anyone doing that for you?
You may not need an entire PR team (yet), but public relations and marketing go hand-in-hand for anyone who wants to become "well-known" in some aspect.
Let's talk about how you can get your company featured in some of the most extensive publications in the nation.
What is a Public Relations Strategy?
The PRSA defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
Remember that "mutually beneficial" bit for later.
Like anything in marketing, you need a strategy. But if you don't have connections with the "right" people (i.e., journalists, TV hosts, influential people, etc.), it can seem like an endless prospect trying to get your name seen and recognized.
Here's the trick to getting your name in the press: establish your expertise or product on your digital platforms first.
It's only once you've racked up a library of content that you can start to hone in on a PR strategy.
3 PR Strategies and Tactics You Can Use To Get Eyes On Your Company
We forgot to address the obvious: do you even need press?
In those beginning stages of building your brand, PR helps businesses spread awareness to people outside of their sphere of influence (such as your social media or your local town).
If you want to expand your sales, get invited for speaking gigs, or find investors, a PR strategy is a way to get there faster.
Now let's talk about how to put these PR tactics into practice.
Journalists are constantly on the hunt for a good story. Remember, they're looking to make a name for themselves, too. Using HARO is an easy way to get your name into elite publications like Forbes or Entrepreneur (or some other website related to your niche).
Help A Reporter Out allows journalists an easy way to request a quote from the everyday person. This is your “in" so to speak. You can sign up to receive emails from HARO multiple times a day from reporters looking for quotes specifically in your area of expertise.
This tactic is about quantity over quality. You'll need to constantly submit quotes for a chance to be selected. You'll see requests from bloggers and small publications all the way up to The Balance and Insider.
2. The Cold Pitch
Sending a cold pitch might sound like an outdated tactic, but it works if you do it the authentic way.
Plus, there are over 2 million podcasts and plenty of websites looking for guests to contribute.
In your pitch email, state what you love about the podcast/publication (possibly citing a specific episode or article you love). Then in a few words, pitch a headline idea that you would like to contribute.
Validate that you're the expert for this piece by showing your library of content as social proof.
What is a public relations strategy if not one big chance to collaborate with big networks or people?
We mentioned that PR is a "mutually beneficial" communication tactic. This brings us to our last PR strategy that you can use: collaborate with others in your industry.
Be on each others' podcasts, sign up to be an expert on someone's Instagram live, or contribute a blog to a colleague's website.
Not only can these opportunities put you in front of a brand new audience, but they can bring you more business.
Get a FREE social media evaluation from High Tide Creative to determine if you're ready to take on a PR Strategy!
Tom Lewis, Partner | Creative Director
With over 20 plus years of award-winning advertising and design experience, Tom has spent much of his career working with a variety of companies throughout the southeast. His client list has included: UNC Lenoir Health Care, Hutchens Law Firm, Equifax, Georgia Pacific, Primerica Financial Services, Weyerhaeuser, The Atlanta Hawks, Randstad Staffing, Craven County Tourism, America Knits, Guardian Repellent, and The Shizzle Jerk Marinade.