Ironically, public relations has a reputation problem. Too many agencies and professionals use a rinse-and-repeat approach that blankets the same strategy across hundreds of clients. However, your business has unique stories to tell, and you deserve a customized PR strategy. No matter the size of your budget or team, there are three tactics you can implement now to produce measurable results.
1. Unique messaging
Whether you are working with a PR partner or have an internal team, do not underestimate the impact of message resonance. Take time to define exactly who you are as a business, what you do, and who you serve. Create key messages to incorporate into your marketing and PR communications. From social media posts to media interviews, these messages should be prominent and repeated often.
Avoid jargon and use short, easy-to-understand language. It should be clear to your audience what you are trying to communicate. Too often, companies try to appeal to the masses. Let’s be honest, few companies actually have a service or product with universal appeal. Even the largest brands implement audience segmentation messaging strategies. We often say, “If you are talking to everyone, you are talking to no one.”
2. Authentic social media
In the age of AI, more people are choosing quantity over quality when it comes to content. It’s too easy to input information into ChatGPT, copy, and paste what’s spit out and post it on social media. However, I cannot stress enough the importance of authentic social media content.
People want to do business with people. People want to work with and for people. This requires a level of trust that can only be built through the exchange of honest, authentic information. In fact, 92 percent of people say they are more likely to trust a company with a CEO who actively uses social media.
While many companies focus a lot of resources on a brand’s social media channels, consumers want to see authenticity, which requires empowering and training executives, leaders, and employees on social media strategy. Most people rely on social media to determine if they will or won’t purchase a product, apply for a role, and even invest in a company. Any of these decisions hinge on relationships and people’s decision making. Sharing authentic stories increases trust and builds valuable connections.
When I train teams, I often hear that the reason they don’t engage on social media is because it takes too much time. The reality is if you spend 15 minutes, three times a week posting, liking, commenting, or making connections on social media, you can curate a valuable network
3. Strategic media relations
When it comes to media interviews, most business leaders believe a big national interview will move the needle more than a niche, local publication. The problem with this is that the audience may not be ideal. For example, a company with a growth strategy that exclusively hires local workers would benefit from a local media strategy where a local news outlet or publication holds credibility and a hiring message catches the attention of local audiences. A business that has struggled with negative online reviews would benefit from a positive social media presence and a targeted, on-going, proactive media approach. A privately-held business that expects to sell would benefit from building the social media presence of the leaders and the brand, especially if they would be part of the sale. Investors are paying attention to industry publications and niche media, so that should also be part of a customized media strategy.
Then there are new media opportunities. Take a look at the recent presidential election. The two candidates, for the first time in history, spent a lot of time on podcasts, which are known for having loyal, targeted audiences. The podcast host also provides a level of endorsement which naturally happens during a long-form, authentic conversation.
What is the best media strategy? It depends. For maximum results, your PR strategy must be customized to meet your goals, align with your business strategy, and leverage the power of real people.
Kristi’s article was originally published in Inc. on December 17, 2024.