The public relations industry is constantly evolving. Keeping up with the pace of change is vital for PR professionals to stay on top of current trends and best practices. Here are tips for putting your PR team at the top of its game in 2022.
1. Partner with the sales and marketing departments
The objective of a business’s public relations department (and any department) is to increase sales. To boost your PR department’s effectiveness, one step you can take is to partner with your marketing and sales departments.
The marketing and sales departments introduce consumers to the company’s product or service. However, a customer’s relationship doesn’t begin until the company succeeds in showing the customer what the product or service can accomplish for him or her.
Public relations professionals know how to build connections with consumers by sharing stories and information that highlight the company’s best features. They also help create personal associations between the people who work at the company and those considering the product.
Working together allows all departments to highlight their strengths. It also provides for cross-training. Someone in sales, for example, may be able to teach you how to unpivot data in Excel while you show them the ins and outs of a media release.
2. Take part in local charitable activities
Participating in a charitable event is a win-win situation. It allows PR professionals to help improve the community and grow personally and professionally. At the same time, it puts a positive spotlight on your company.
Consider making a charitable event a team project. Matching shirts can demonstrate that you are a group. You can participate in the activity at hand, such as a walk to raise money for a cause, or you can volunteer to help coordinate an event. Some people may choose to do both. Whatever aspect you help with, being part of community work is an excellent way to strengthen your neighborhood while bringing public relations to the field.
3. Cross-advertise with other businesses
Sometimes, non-competing companies can work together to increase advertising and public awareness. This technique can work exceptionally well for small businesses with a limited marketing budget.
A candy shop, for example, can partner with a coffee shop. The two businesses have different but complementary products. Each shop can offer discounts or coupons for the other one. They can take out advertising space in a local magazine, helping to stretch their marketing dollars. The two businesses can also post links on their websites to the other place, helping to build the online presence of each store.
Cross-advertising partnerships can strengthen each company’s reputation as well as increase sales. Customers can rely on a recommendation from a business they like and trust.
4. Reach beyond media relations
If you’re looking to expand your reach in 2022, go beyond traditional media relations. Put digital strategies at the front of your action plans this year. Customers can benefit from the digital experiences you offer on the platforms they’re using. Some ideas to consider include:
- Podcasts
- Remote learning sessions
- Social media campaigns
- Live broadcasts
- Sponsored content
- Influencer marketing
5. Pay attention to branding
Your company’s brand is the assemblage of your values, mission statement, social initiatives and product quality. It tells people what your company is and what the consumer can expect from it.
Public relations professionals need to be mindful of the company brand to develop their PR strategies. Their messaging needs to be consistent with the company’s values. They can help strengthen the brand by offering transparent information to consumers about the workforce and one-of-a-kind qualities and values that make up the business.
Try these five tips if you feel 2022 is the year to make some headway in public relations and step up your PR strategy. Keeping your finger on the pulse of the ever-changing business landscape can help you use best practices and keep your team growing for the year ahead.
