In this generation of intensive social media craze, it is very difficult to slip in any new information or create a buzz which can claim everyone’s attention. In order to spread your word and get recognised, Public Relations actively comes to one’s rescue.
But the PR involves certain tools and activities which are very crucial for generating positive attitudes among the mass. This, in turn, brings productive results where the consumers get converted to faithful customers.
Moreover, PR tools stand out among the pool of other options, especially advertising campaigns as it is cost-effective and exercises a better degree of control in comparison to others; acting as a factor responsible for building the business reputation.
Media relations is one of the many PR tools which focuses on the circulation of messages with the help of media channels to portray your business in a positive light. This includes the release of media statements, fact sheets and on-site media tours. By doing so you acquaint the journalists with your business.
Apart from these, social media works as a two-fold task where on one hand it helps drive journalist’s attention while on the other hand, it aids in tracking the journalists involved in the field concerning your business sector.
In media relation, media releases and story ideas need to be pitched with the help of local, regional or state media. This is done with the help of a good media list and by building a relationship with the key journalists. The overall process accelerates the promotion of business as well as manages risks, issues and crisis that arises in business.
Social media acts as a bypass to media and leads you directly to the target customers. Platforms like Facebook, Twitter and other social networking sites have multipurpose tasks to achieve. Some of them are listed below:
- Helps in following the journalists and likewise in being followed by them.
- Getting web traffic
- Issue management by immediately responding in the crisis situations like criticisms or negative perceptions
- Providing ideal conditions while increasing the probability of your brand/business exposure.
The best way to keep the customers well informed about your brand’s new product or services is through a newsletter, be it in print or email. Newsletters serve the task of promoting the business and at the same time acts as a point of communication between the customers and the brand.
A good newsletter with all the information can be very impactful as it strengthens the customer-brand relationship while highlighting the brand and its personality, adding on to the customer value.
Brochures and Catalogues
Brochures and catalogues are a win-win situation as the customers can carry them and take it back to their home, giving them time to contemplate about the business and its products/services.
A well-designed brochure/catalogue helps build customer confidence in your brand, motivating them to visit the website or hit the physical store. Moreover, if reformed strategically then the content of the brochure and catalogues can be framed into the information in the website, aiding in online business.
Events offer a great opportunity for:
- Business exposure where even business people get the chance to be highlighted
- New products/services promotion
- Ensures that accurate information reaches the target group From a sales perspective business event
- Provides a chance to clear customer doubts which in turn helps establish customer confidence
- Helps in creating a mailing list by researching the market and competitors
To make it a success, marketing material should be disseminated in the event and a method should be formulated to collect customer information.
Even trade shows come under the business event and are a great opportunity to share customer information and competing with businesses of the same industry.
Speaking at events gives a face to the brand and helps the customers better connect with the brand. This establishes the person not just as the innovator but also as the leader of the brand.
The leader/owner as a pioneer is very crucial in sharing the reputation of the brand and also has a probability of attracting new customers.
Even if you don’t have a great speaker still the event is helpful as it creates a presence in the market just by releasing the business name or logo in the event, or by announcing about the new product/innovation as these pave the way for networking opportunities.
Sponsorships or Partnerships
By sponsoring and contributing to community partnerships for a non-profit cause works towards creating goodwill amongst the consumers and also builds a strong loyal customer backup.
The activities are good as they generate positive reactions for the business, adding on to their promotion. Identity among the consumers is acknowledged where the brand echoes good ethics and good business practices.
Community relations play a key role in building good relationships with the community members where the business is at disposal. It is the first step towards instilling loyalty among the customers.
Another advantage community relations provides is promotion through word-of-mouth channel. For this, you need to involve local stakeholders and decision-makers to increase your visibility and influence reach with the help of a strong profile.
From the above list of PR tools and activities it can be said that with proper skills and strategy, one can have influence over the large mass of people. With proper structuring, brand visibility can be enhanced which fetches band loyal customers who put great faith in the brand. Thus, in order to pursue Public Relations, it’s important to minutely understand the intricacies of all the tools as each factor comes with great potential to be a game-changer in the market.