Guidelines on Modern PR and Influencers
Once upon a time, the only tools you needed to get your newsworthy announcements and stories publicized were a press release and an email or phone call. Editors and reporters were one call away from hearing your pitch and developing it into a story. Now, modern communication devices allow us to reach media contacts in tons of news ways. This, combined with the rise of blogging, YouTube and other influencer channels, makes being creative and compelling in your outreach much more important. How, where, when and to whom you decide to pitch your story and product/service can literally make or break a successful public relations effort.
So, how do you differentiate yourself and your brand to cut through the media clutter and get your stories out there? Follow the guidelines below, and you’ll be on your way to public relations success!
Know Your Newsworthiness (And Promote It!)
Before you start any public relations effort, ask yourself this: What about this (project, initiative, event, etc.) is important and newsworthy? If it’s something of public concern, such as an event that’s open to the community or an initiative the public should be aware of, start there.
Next, share this information at the very BEGINNING of your dialogue with media contacts. Reporters today are constantly inundated with an endless stream of potential news stories and information, so starting with the highest level (most newsworthy) of information for your media pitch will help your message grab attention.
Know Your Influencers
So, what is an “influencer” and why are they important to modern public relations? The internet has created a new marketplace full of personalities, bloggers and other “journalists” who have massive followings online. Influencers attract followers who align with your company’s offerings, so they directly engage your target audience about your products or services.
Search Facebook, Twitter and trade publications/blogs for influencers that will work for you and your brand’s message. When researching potential influencers, consider the following: their presence in your sector or industry, their social and/or subscription-based following and, most importantly, their compatibility with your brand.
Develop and Implement an Influencer Strategy
Now that you know your influencers, it’s time to put a strategy in place. First, you must build a list of ideal influencers using the research you compiled. Invest the same time and consideration you would in developing a solid media contact list. Another important point to keep in mind when developing your influencer strategy is that, while many influencers will gladly accept your products as payment, some may ask for a fee. Staying on your budget is crucial, so be sure to leave room in case an important influencer requires compensation to review your product or service. Consider how many products you can afford to send out and what you expect your ROI to be for each.
Lastly, maintain relationships with influencers by including them on email blasts regarding company announcements and other pertinent updates. This will provide other opportunities for promotion, and it will show them that you value their influence and relationship.
Here at Innovative Advertising, we use these tips every day to help our clients stay in step with today’s world of modern public relations. Contact us today to discuss getting your brand up to speed!