Why Public Relations is Good For Your Business
Public relations (PR) is good for your business because it helps get your brand out in front of potential clients and helps build the know, like, and trust elements needed for clients to buy from you. When potential clients hear about your brand through trusted media sources, they look at you differently.
Trusted media sources include guesting on podcasts, being featured in large publications, and TV appearances on local news, national, and international shows.
The public knows that you can’t pay for media spots, and they trust those media outlets more than they trust advertising. Getting your name in the media helps your potential clients to view your brand as credible and someone they would want to buy from.
PR can get expensive for small businesses, as PR monthly retainers can go anywhere from $2,500/month to $20,000 and more. So, what are you paying for when you hire a PR firm to represent you? You are paying for their time to pitch you, their expertise on pitching, and their contacts.
The thing is, you can pitch yourself to media outlets, with success, when you know the strategy behind it. And best of all, you don’t need to pay thousands of dollars to someone else to do it for you.
Personally, I have cold pitched myself to media outlets with success through knowing the right strategy to get media attention. Having that media attention has elevated my authority in my field and increased my credibility. Being a contributor at large publications and guesting on podcasts, appearing in large publications, and through TV appearances have vetted my position as an expert in the financial space.
Myself and two other top-tier journalists, Dr Cheryl Robinson and Stephanie Burns have collaborated to offer you tips and tricks on getting your own PR buzz. We invite you to join us in the free Facebook group community, Insights to the Media Room.
What is public relations?
Public relations strategically communicate your brand and the image of your brand to the public. PR supports your business marketing plan, however, is different from advertising.
Advertising is paid and PR cannot be purchased. Paid advertising includes commercial spots, billboards, Facebook ads, etc. These are spots anyone can buy, and the purpose of advertising is to inform your clients and potential clients about your products and services.
Earned media is what your PR agent (or yourself) seek when you are pitching for media spots such as podcasts, blogs, publications, and TV appearances. Earned media is where the conversation about your brand happens. You cannot pay for media spots
Public relations elements
When you create a PR campaign, that is the strategy of getting your name and brand out into the world to reach more buyers. You need to put together a strategic PR campaign that will reach more of your targeted buyers.
There are five key public relations elements that you need to take into consideration when creating your own PR campaign.
1. Set realistic goals
Be strategic with your goals to ensure you are hitting the objectives of your PR campaign. Campaigns need goals and direction to reach their objectives, and there needs to be a well thought, organized plan.
2. Know your target audience
When you target media outlets where your ideal clients hang out you will have a more successful PR campaign.
3. Consistent messaging
Stick with the same three stories. People need to hear your message seven times before they notice you, so stay consistent with your message and story to not overload your audience with too much information.
4. Know your competition
When you check out what is working and what hasn’t with your competition it allows you stay ahead of the game. There is no need to repeat the same mistakes that they made.
5. Stay relevant
Stay on social media platforms that people are using, try new things, and stay on top of people’s minds so they think of you and your business when they are ready to purchase.
Why is PR important?
PR helps you build credibility and authority as an expert and thought leader in your industry. PR can help shape your public image and how the public perceives you. With PR you are storytelling and allowing your community to see your brand differently.
When pitching, remember you are pitching to real people so develop those relationships with them. Take a networking approach, and see how you can add value for them as well. Relationships can lead to unexpected places, so network away!
How you can build your own PR campaign
Using PR agents can get expensive for small businesses, especially when you are starting out. When you know how to build relationships, pitch for media opportunities, and understand the lay of the media landscape, it increases your odds of landing media opportunities.
Join us in the free Facebook community, Insights to the Media Room, where you can learn how to pitch successfully!
