PR is More Than Media Coverage: 3 PR Strategies You May Be Overlooking
Whilst earned media is still part of public relations, and a seriously good win for any business that gets it, it's no longer the definition and pinnacle of good PR.
As modern practices have flourished in the last few decades beyond traditional media coverage, diversifying the landscape of PR, businesses have an abundance of new opportunities at their disposal, from which to disseminate their message and build their brand.
PR agencies today should be well-versed in devising a multi-thronged strategy that reflects actions driven by brand and business goals, like increasing brand visibility, building trust among new audiences, and increasing engagement.
We share three of our best tips here for what a PR plan with variety might look like for your business.
Thought Leadership
A thought leader is someone who uses expertise and industry experience to offer their unique, inspiring, and influential perspective.
To be a thought leader is to have clarity on what your niche is, and a commitment to continually engage with your peers as well as your audience. Although it may seem counter-intuitive, it also means stepping back from your business agenda and being open to giving and receiving new information on a loop.
Whoever it is you want to establish as the thought leader, whether it is the brand founder or experts on the team, ensure there is true synergy between that person and the brand so that the two become synonymous.
Closely linked with content marketing, thought leadership pieces can appear in the form of blog posts, speaking engagements, Instagram live(s), and your expert voice featuring in articles and news pieces.
Remember, it’s not enough to peddle product after product without creative context; to be a true thought leader, be prepared to step out of your own business’s bubble and give your input generously to industry conversations.
Industry Awards
Chase those accolades that recognise and celebrate your talent and contribution!
Being nominated, short-listed, and hopefully winning an industry award can do wonders for the reputation of your brand. If you succeed, any one of these is fantastic to have in your PR toolkit, and can provide ample marketing material by way of stickers on your products and logos on your online platforms, even your email signature.
Being part of industry awards reinforces your brand’s place in the market as a key player, and enhances your credibility by an impartial and independent third-party. Whilst there is no guarantee of that golden prize, there comes a lot of publicity and recognition by just having entered.
Even if, by your gauge, your business is some way off from entering awards just yet, striving for them can be hugely motivating, and a unique chance to benchmark your business against your competitors.
A good PR agency will steer you towards the right awards for your products and services, and will advise you of entry requirements, deadlines, and best practice.
Mutually Beneficial Partnerships
Seek to connect with like-minded brands that you share an affinity with and work towards forging a partnership that is mutually beneficial.
It is commonplace for brands in the wellness industry that complement each other to collaborate on cross-promotional opportunities to leverage each other’s platforms to reach new audiences. This leads to brand awareness and often business growth that is enjoyed by all parties.
There is also scope for community engagement through sponsorships and gifting; your business can help grow and support the people within it.
A PR with a roster of similar clientele can act as a link between these businesses, partnering them up for events, new launches, goodie bags, discount codes, and the like. They will also support you in identifying synergies and the best ways these can be managed.