Public Relations (PR) is a complex term to define. At its core, its about empathy – the art of knowing what your potential customers see of you and acting accordingly by maintaining your self-image through mass media, target audience, public information etc. This is why understanding what others see and what you are “showing off” is crucial in thinking about online PR strategy.
Here are a few points that can help you to build online PR strategy for your business.
Get Noticed – Build Reputation
You can have the best product in the world but without occupying real estate in your target demographic’s minds, you won’t get too far. PR is all about building this real estate. By using social media to benefit your business you are showing your target audience how engaged you are with the community. Top ranking calls it a missed opportunity if you have enough digital PR links and fail to showcase it. Work on creating a bubble of information around your business that will make your audience trust you.
What Does SEO Have To Do with It?
SEO and PR skills are tightly interconnected, and the knowledge of one helps with the other. Think about it this way: your PR goal is to increase credibility of your business in the eyes of your audience by developing connections and beneficial activities. SEO is exactly that, but for search engines, i.e. machines. Improving SEO techniques lead to better PR strategies. Forbes provide some of these “joint activities” useful for both SEO and public relations experts: blogging, events, content calendars and PR stunts.
Make Connections through Association Pools
Be approachable to those whom you can learn from. There are plenty of experts in your field with whom you can establish networks and learn the skills necessary for your business. This network is also helping you associate with the “right” people. Top ranking blogs refer to this phenomenon of creating a network of “sneezers”, or people that follow the main rules of online media by actively using smart strategies.
“Every interaction you have with your public either builds or damages your brand”.
Fulfill Your Promises
It’s important to support all the PR work planned strategically with the actual result that your business brings. Be consistent with what you can afford as a short-term tactics and what you can guarantee in the long run. This, as all other previous points, contributes to the trust your audience puts in you as a brand. Accountability and credibility is what situates you above less reliable alternatives, and this is also what gets your name known.
PR strategy is an extremely inclusive way of thinking about your business – it’s all about brand growth, with its history, rituals, promises and motivations. It is better to start little by little and to plan ahead to be an effective PR expert. As PRNewsOnline stated by citing a Twitter follower: “[PR] is not a 9 to 5 job. You do PR everywhere you go”.