‘So, what actually is PR again?’ – the all too common phrase
As Bill Gates once said, “If I was down to my last dollar I would spend it on PR”. Yes, shamelessly self-promotional, but unpicking WHY Gates believes this is a much more important matter.
As an award winning Hampshire PR agency, we are experts in what we do – but if we had a penny for every time we’ve heard ‘what actually is PR?’ we’d have a blast down at Southsea arcade for sure! You would be forgiven for not knowing exactly what PR is – but what you must know is the impact, the tangible measurable benefit to you and your business.
PR – done right – makes a business more reputable, well known, respected and valued in multiple spheres of influence. PR is telling a story – YOUR story. It’s a way of getting your name out there under the noses you want, in an interesting way, without being a relentless salesman. No one likes being sold to.
In a competitive world, you need to stand out above competitors and get noticed. Getting people to recognise your name takes time, strategy, and plugging in the right places. Getting this right is personal, but there are some good ways to start:
Get your business in the news
Putting yourself in the shoes of a journalist and asking yourself ‘is this newsworthy?’ is important. Your news doesn’t have to be ‘major’, it just needs to be newsworthy to the right people.
The publication that a story appears in is key. Luckily, we have the contacts in all the right places. Ask yourself, would enough people in this field be interested in what I’ve got going on? If you’re not sure, we can help.
It’s also worth noting that sometimes you can be positively mentioned in the paper or a media source without directly seeking the coverage.
If you’re lucky enough for this to happen, engage with it! Buy the paper, share links online and create content for your website on it. Shout loud and proud. If you find you’ve got some negative coverage, we can help there too. PR is all about reputation and awareness. Our crisis management experts have it covered.
Host an event
This is a great way to create a story if you’re not sure what you’ve already got really packs a punch.
If you host an appealing event that other people want to attend, there’s something to shout about right there!
Events don’t need to break the bank, but putting one on requires judging who will go and most importantly WHY you want them there. Will they influence others? Will they write about it themselves? Will they add to an atmosphere that you desire? Think about the purpose before you book the band.
Often great for start-ups or smaller businesses, joining up with others (for example sponsorship) brings mutual benefits. But don’t forget why you might do this – to increase recognition and reputation. A poor collaborative choice could be more destructive than desirable to your business. Don’t rush into this one.
Jumping on the trends bandwagon is a great way to stay on top of what’s hot. The best way to do this is to talk about how these trends affect you, your business, or your industry.
You can do this by:
- Writing a blog on the topic for your website
- Discussing trends inside and outside of your business and encouraging different perspectives
- Engaging with other people who are talking about it – physically and online using social media.
Use Social Media
Social media provide the online ‘springboard’ for you to get your PR messages to your target audience – your existing customers/clients and the ones you want to win/entice.
Utilizing huge platforms with global reach is never to be missed when it comes to your brand’s awareness and reputation. Your Facebook or Twitter feed may well be the first place a potential client finds you. These platforms need to represent what you’re about as much as your website should.
So, now you know
Every business has a story to tell – whether you’re a global firm or a local independent. PR helps to raise positive awareness and engagement which enhances knowledge, reputation and trust.
We all have brands we immediately go to, and if you’re thinking ‘no, not me’, you just need to think a little harder. You don’t have favourites by accident, those brands will have worked hard to be the ones you choose.
If you want to be the favourite for your target market, let’s talk.
Check out some of our most recent work: https://www.briscoepr.co.uk/pr-social-media-case-studies/