How Entrepreneurs Can Use a PR strategy to Grow Their Business
Whenever a potential client wants to engage with my services one of the first things I highlight is the importance of having a Public Relations strategy. A PR strategy provides a framework by which a client can achieve their goals, it gives a client direction. Whether a client’s primary goal is to change brand direction, overcome a crisis or open up to new audiences; having a clearly defined set of tactical steps which can be measured and reviewed overtime can empower entrepreneurs and even help their businesses to grow.
Entrepreneurs can effectively utilise a PR strategy to promote and expand their business and improve their brand reputations through identifiable PR activities and tactics. These activities can help build brand awareness, enhance credibility, and attract customers.
An important first step is defining what your business goals are. Start by clearly outlining your PR objectives which could include increasing brand visibility, generating positive media coverage through media relations, establishing one's personal brand through thought leadership, or improving your businesses online presence via digital PR. Setting specific, measurable goals will help you design a focused PR strategy.
Once you know what your goals are it’s important to identify your “public”, the P in PR - who are your target audiences? Determine the key stakeholders you want to reach, such as potential clients/customers, industry influencers, investors, or communities. Understanding your target audience will guide your PR messaging and the platforms & channels that you will use to share your messages. This seems obvious but all too often entrepreneurs neglect to undertake the necessary groundwork to understand who their audiences are (remember that even if you have a key primary audience there will be multiple secondary audiences who are important to the growth of your business.)
Media relations is a key part of PR as it is one of the most effective ways of reaching your audiences as well as solidifying your brand reputation. Understanding how to build media relationships is crucial, establish relationships with relevant journalists, bloggers, and influencers in your industry. Engage with them on social media, attend industry events, and personalise your interactions. Offer them exclusive content, expert insights, or access to your products/services to increase your chances of media coverage. Develop a comprehensive press kit that includes a well-written press release (my eGuide can help with this), high-resolution images, relevant company information, and key contact details. Make it easily accessible on your website or a dedicated press page. Share your stories and news through various media channels guest articles, or op-eds and be willing to engage with the press (you might require media training to prepare for this). Utilise both traditional media (newspapers, magazines, TV, radio) and digital platforms (blogs, podcasts, social media, online publications) and tailor your content to suit each platform and reach a wider audience.
In order to really get the attention of the media you need to develop engaging narratives that highlight your unique selling points, accomplishments, or industry expertise. Stories could revolve around your business journey, innovative products/services, award wins, disruptive new releases and customer success stories. Aim to create stories that resonate with your target audience and differentiate your brand from competitors.
Another important part of a PR strategy is ensuring that social media is incorporated in a dynamic way. Establish a strong presence on social media platforms that are popular among your target audience. Share engaging content, industry insights, updates, and news about your business as well as commentary on trending, relevant topics. Engage with followers, respond to comments, and address any concerns promptly. Ensure that you regularly monitor online mentions of your brand and promptly respond to any feedback, reviews, or inquiries. Addressing customer concerns and maintaining a positive online reputation are crucial for business growth particularly as it pertains to your PR strategy.
Keep track of the outcomes of your PR efforts by monitoring metrics like media mentions, website traffic, social media engagement, lead generation, and customer feedback. Analyse the data to assess the effectiveness of your PR strategy and make adjustments as needed - if you’re doing your own PR it might be worth engaging a PR coach or getting an external review to help with this.
Remember, consistency and long-term commitment to PR efforts are crucial. Building a strong brand and growing your business through PR takes time, patience, and continuous effort. If you need help with developing your PR strategy don’t hesitate to get in touch.