Ronn Torossian, CEO, 5WPR
Digital technologies have greatly influenced and changed the way public relations operate, these days, a digital PR strategy is essential for any campaign. However, aside from spanning various platforms, there are certain things that PR strategies should incorporate, and different rules for each of them, that some companies overlook.
Emailing the same press release to all contacts working in the media, and then hoping that the right people are going to respond is never the right approach. Instead, companies will fare a lot better if they choose the right outlets to target, and then tailor each press release so that each one fits the target audience of the media outlet.
Similarly, plenty of businesses rush to send out their press release and share what they’re going to be doing with the world, without adequate preparation beforehand. Companies should take the time to identify the target audience, create key messages, develop a brand voice, and create a tailored press release to send out to journalists, to have bigger chances of getting media coverage.
Not Enough Efforts
Plenty of businesses don’t recognize that they would greatly benefit from an omnichannel PR strategy, which has a variety of elements, and instead, focus on working on smaller, single-outlet PR efforts. There are plenty of examples of companies sending out a single press release to a few media outlets, or posting one story to the company blog, which is not enough to get people’s attention or reach the right audiences.
There’s a popular marketing “rule of 7” which applies to PR efforts too, and the rule says that potential customers hear a message at least seven times, before they purchase a brand. Although it’s not easy to cut through all the noise, with people seeing promotional content wherever they look these days, there’s a lot more benefit to having consistent PR efforts, instead of occasional bits of information that barely reach people.
As MTM’s Alexei Orlov notes, “Plenty of businesses tend to give up on their PR efforts when they don’t see immediate results, especially because PR is considered a very fast-paced industry. However, public relations are also very dynamic, journalists can receive several hundred pitches from businesses every day. Instead of giving up, it’s a much better option to be consistent and well-acquainted with both the company’s industry as well as PR, to provide journalists with unique pitches that will interest them and their audiences.”
Companies that are consistent in demonstrating what they have to offer to the press, such as new points of view, or even different perspectives can easily establish a stronger relationship with the right journalists. They can gain a lot more trust, compared to businesses that only send out a single press release, and call it a day when the story doesn’t get picked up.
These are just some of the common mistakes that some companies do when creating PR campaigns or strategies. It’s always best to learn more and improve for any future public relations efforts to get the best results.
About the Author: Ronn Torossian is CEO of 5WPR, one of America’s leading PR firms.