As you use public relations (PR) in your right target audience for you as a power channel, and what mistakes it should be avoided, you read in this article.
According to a survey by News Aktuell, most journalists (almost 90%) consider email as a very important channel for transmitting press releases.
Likewise, the colleagues from News Aktuell have found out that roughly 80% of journalists want to work with press releases which suit their topics or which they find particularly catchy.
Sometimes a mistake can slip, where you have a press release packed with a thousand words of text and lots of facts and figures but it does not tell any story. As in other channels, here its all about storytelling. In our external communication we should try to give journalists a quality material to work and not just facts with no specific message.
Especially startuppers are prone to exaggerate facts pushing some small updates as if those were some mind-blowing innovations. Not a single serious journalist would consider an long-winded email worthy of their time, which means such an email will most likely end up in spam.
If you are going you don’t know where, you’ll end up going in circles and won’t reach any destination. One of the biggest problems of many companies lies in the fact that they fail to convey their message to a particular group to whom their product or service is most relevant and interesting.
The consumer stays unidentified, so the risk is growing not to know for sure whether the media channel that you use is at all relevant to your consumers. To put it simple: if you know your target group you know what media channel to use to communicate to your customer group — here we go, you have found the approach.
No one likes spam, especially journalists who typically get tons of emails every day. Sending one follow-up email is okay, but don’t get hysterical or too pushy. Being too obtrusive is likely to result in your email being added to black list and next time it won’t even appear in the inbox. If your message is really relevant — journalist will get back to you.
Moreover, you should take into account that not all social networks are suitable for connecting — while Linkedin or Twitter are always more business related, sites like Facebook or Instagram are more personal.
All of us have some famous journalists whom we want to tell our story. However, if we try to understand how the journalist work functions we understand that our person is the one with smaller advertisement halo, and these people are most probably work for smaller niche newspapers or magazines.
A little trick here: often large media companies are looking exactly for such unknown journalists because they can smell unusual nonmainstream stories. Yours can be among them.
If we look at the entire marketing funnel, we can see that PR actions that you undertake are found between the top of the funnel and its middle.
Here the focus is placed on the measures that first of all attract the attention of the potential customers to your products and solutions, encouraging them to learn more about your company.
Public Relations is time-consuming and does not give immediate impact; unlike sales, does not generate strong impetus to purchase.
The impact of a single PR action is rather intermittent and little promising. What really can help you enhance your impact is step by step relationships and confidence building.
When creating your brand portfolio by the channels and campaigns, then all the steps of publicity typically perform the function of nets, so to say, they affect customers like nets.
In conjunction with the nets thrown and spears aimed with precision this channel works at its best.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.
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