The importance of a public relations plan for your business
Public relations (PR) is an important part of any business marketing plan. Typically, a marketing plan has three parts: marketing, advertising, and public relations. All three parties must have a strategy that complements the other.
The point of having a public relations plan is that it helps you define the key objectives of your organization and how you want your brand to be positioned in the market. Public relations helps you manage public perception of your organization. When you have a plan, the brand clearly defines their business goals and develops the main stories that will be told about the brand.
Examples of public relations and media exposure are featured in Forbes, Entrepreneur, or other large, prominent publications. Guests on podcasts and TV appearances are also excellent media exposure. These are just a few examples, as there is a wide range of media coverage opportunities. Whether it’s local, national, international or full coverage, a PR spot will always be a good thing.
Until it doesn’t, if it does, especially in today’s climate of cancellation culture, you’ll need your PR agent to control the damage and preserve your reputation.
It is essential for a brand to be in good standing with public opinion.
A public relations plan has several goals in mind. Here are a few of them.
Define your target audience. You have to understand who you want to talk to. Know your product and the problem it solves for people, then know those people and where to find them. For example, if you sell hair accessories designed for women, it would make no sense to target men. Knowing who your audience is will help you easily grab their attention.
Determine your key stories. When you create the key brand stories that your audience will relate to, you can better capture their attention. You can create stories that elicit an emotional response from people who will feel more drawn to your brand. Having a few key stories will result in a clear message.
Choose the outlets you want to reach. You need to know where your audience is, and you need to align your media goals with what they are. There will be very little value in landing a TV appearance on a morning show if your people aren’t watching. That’s why knowing your customer and knowing where they stand is essential. If you are a consulting firm and your clients are on LinkedIn, creating a platform on Instagram will yield little results.
Measure the success of your campaign. If you put a lot of effort into a PR campaign, you also need to measure results. Depending on your PR goals, you’ll use the following to measure your results: social media reach, social media engagement, media impressions, website traffic, and keyword rankings.
Now that you understand what goes into a PR strategy, let’s review some of the benefits of public relations.
Public relations can help your business in several ways:
- It’s profitable
Public relations are cheaper than buying ad space and pay per click (PPC) campaigns. If you engage with a PR agent, you will need to pay for their services to set you up with media exposure, but reputable media will not charge for the actual guaranteed exposure.
- Better than advertising
PR is a word of mouth advertising basis where you can pay to get the word out. Consumers are smart and aware, and they know when they are sold.
- Increase brand visibility
When your brand is in the media spotlight, it elevates its visibility and authority and lives on the internet forever. The segments and parts will always be accessible and can be used and reused to remind consumers that you are the brand’s expert.
- Create a relationship with your customers
The stories told about the brand and how those stories elicit an emotional response from your audience build a relationship with your customer because the content is relevant.
- Increase sales conversions
The recipe for a successful sale is the factor of knowledge, appreciation and trust, and when a customer has felt these three ingredients, they are more likely to buy from you. Public relations help position your brand as an expert, make it visible, and your client will like you through relationship building.
Ultimately, PR is a strategy that will drive a higher ROI through media reach and should be used to help businesses build brand, visibility, and authority. It’s a profitable strategy that helps you put yourself at the forefront of the minds of your customers and clients.
Written by Melissa Houston.
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