There are more ways to communicate with people now than ever before — a trend that you would think would produce more effective PR tactics as well. While there may be more ways to connect with your audience, the public relations tactics that actually work have remained pretty constant. To help you cut through the noise and focus on what really works for your business, below are five simple public relations tactics to exercise that really work.
1) Embrace the Press
Most credible journalists on social media don’t respond well to random companies messaging them with new press releases or products. With no rapport developed beforehand, you can expect your product announcements, press releases, and any other messages to go ignored, regardless of how relevant you, your company, or your products may be to a journalist’s beat.
To improve your chances of journalists actually reading your messages — and covering your company in their writing — you should first build a rapport. On social media, this means commenting on journalists’ posts, following their profiles, and sharing their stories (especially if they relate to or include your business). This shows you follow their reporting, value their work, and are familiar with the industry trends they tend to cover.
2) Stay Up-to-Date on Current Trends
To help improve the reception of your messages, you can relate them in such a way to take advantage of current trends. You can tie your PR campaigns to wider-spanning cultural news and events (like the ice bucket challenge, for example), but you should also understand what trends are present within your specific field and incorporate them into your campaigns as well.
Determining where your news aligns with topics that are trending in the current news cycle requires a little digging online and on social media. As a start, you can search general terms related to your industry to see what kinds of news stories, posts and hashtags are trending. You can also follow bigger competitors or industry leaders, taking note of which of their posts receive the most Likes, comments, shares, and general engagement.
3) Invest in Thought Leadership
You likely have a news outlet that you rely on for most of your news — a platform that you know provides up-to-date and accurate information about the topics you’re interested in. Through publishing content and leaving helpful comments on posts, you can fulfill this same role for readers in your industry.
By establishing yourself as a thought leader in your industry, you accomplish a number of things. First, you become the first place people in your industry go to for breaking news, trends, and advice. Second, if you publish contributed content on platforms outside of your website, you can establish an entirely new audience.
For example, LinkedIn is the perfect platform on which to publish your thought leadership content; people are looking for professional, industry-specific help on that site more than they are on other platforms like Instagram or Facebook.
4) Have a Plan for Surprises
While you may not be able to predict surprises, you can make sure you know how to handle them when they happen.
This is why having a crisis management plan is essential. While crisis plans will vary from industry to industry and business to business, they generally consist of boilerplate press statements and social media responses that you can quickly customize to address various crises as they happen.
Beyond just having the content ready, be sure that it’s clear who’s responsible for posting and responding to feedback. This person should ideally be experienced in handling crises and performing under pressure.
5) Connect With the Right People through Hashtags
On social media, hashtags are your main means of distribution, especially as a newer business without a substantial following. Beyond distribution, branded hashtags can also work to build brand awareness.
With these two tactics in mind, you want to make sure that you’re connecting your PR campaigns with hashtags that are actually going to get your content in front of the right audience. Fortunately, there are plenty of hashtag tools you can use to find out which hashtags are popular and/or trending in your industry.
You can also look at which hashtags your competitors are using to help you develop those to target in your own campaigns.
It may be tempting to pursue every new platform and form of communication that pops up, but for results you can count on, always keep the five PR tactics above in your rotation. For even more PR techniques you can count on, get in touch with the public relations experts at GYC Vegas today.