Optimizing your PR strategy will strengthen your brand reputation. This will help you to use media to emphasize your brand values, what makes your brand unique, and convey what’s going on within your organization. When you use third parties to convey information about your brand, the message appears more objective and trustworthy.
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Visibility through media coverage helps to ensure that your brand always stays top of mind. When your PR strategy is consistent it convinces others of the reliability and authenticity of your brand.
When implementing a PR strategy, having a fast device is critical. You may have to work on large projects that require plenty of workspace. If you want to familiarize yourself with information on how to optimize your device, you can read more here.
PR is critical to:
- Position your brand as a thought leader or problem-solver.
- Build relationships with journalists so they write about your brand in a positive, accurate way.
- Create a deeper relationship with your customers so they remain loyal. They will often become your biggest brand advocates.
- Mitigate any potential damage to your brand’s reputation.
How to optimize PR strategy to increase media visibility
You need to invest in PR over the long term as it can take time to build momentum. Your PR objectives should be SMART: specific, measurable, achievable, relevant, and time-bound.
Newsjacking
Newsjacking is the practice of inserting your brand into a story that’s drawing attention. Social media platforms provide a perfect opportunity to do this. Jokes and memes on original source material are common on social media. Attaching your brand to a viral story must be done right or it can draw negative attention. It can go horribly wrong such as Pepsi’s Kendall Jenner ad which completely missed the point in a growing atmosphere of political unrest and social issues.
If you hit the right note you can massively increase the reach of your brand. Google Trends can help you to find relevant topics that are trending. You can also look for trending hashtags on platforms like Twitter or Instagram. Newsjacking is a strategy you need to use sparingly, and the timing is critical. You should only use it when it feels really right for your brand.
Paid social
Your brand presence on social media helps to build relationships and community. You can create a strong brand presence without spending money. However, using paid social will boost your reach. Advertising and sponsored content make your website show up more often on feeds or third-party pages. Paid social will help to:
- Build brand awareness
- Target customers
- Capture leads
- Increase cross-channel effectiveness
Don’t forget about online media placements
Online media placements such as press releases, blogs, articles, etc. are viewed by a wide audience. When they include links to your website, they drive traffic to it. The more high-quality sites that link to your website, the more site traffic you receive. Your domain authority will increase which positively affects your ranking in search engines. Increased traffic results in higher click-through rates, and more sales.
Build media relationships
One PR strategy you can’t afford to ignore is to build authentic media relationships. Find the journalists, podcasters, influencers, and media outlets that cover your industry. You need to know the best times and channels to reach out to them. How do they prefer to receive press releases or pitches? Find out what a media outlet writes about and what interests its readers most. When you pitch make sure it meets their needs and includes relevant facts and examples.
ALWAYS measure PR results
If you don’t measure the outcomes of your PR efforts you won’t know what’s working and what isn’t. You need to examine metrics such as website traffic and social media engagement. You can use Google Analytics to access metrics like time on site, new versus returning visitors, and pages per visit. Insights from metrics like these can help you to adjust your PR strategy and make consistent improvements.
Conclusion
Optimizing your PR strategy will help you to create a strong brand reputation. This will ensure that you receive support from customers and stakeholders. Your presence online will go from strength to strength and help you to stand out from your competitors.
