In one of our earlier posts, we have explained that the key difference between PR and marketing lies in the target group that they are aiming for, and thus in their respective goals and activities. But, PR is also an advertising mechanism. Through public relations, one is maintaining a good relationship with the consumers and other relevant parties, and thus influencing brand perception. PR advertising is very important, so taking the time to go through a beginner’s guide on the topic will provide considerable benefits. Without further ado, let us begin.
Reaching the Influencers
In today’s marketing climate, the so-called ‘influencers’ have great power over people’s buying decisions. You have probably already heard of this term, but if you haven’t, you should know that influencers are people with a (very) strong presence on the Internet, usually on social media.
They have a large following, made up of consumers who trust their advice. Therefore, earlier forms of advertising are nowadays not so effective, so if you are working in PR advertising, reaching popular influencers should be one of your main goals.
Roughly speaking, there are several different types of influencers, and it is up to you to identify and reach those who will provide the most substantial benefits to your business.
Some of the influencers are experts in a certain industry, who command the respect of their followers based on their rich experience and expertise in the given field. Others are simply good content writers, who have created high-quality blogs.
Also, there are a lot of celebrities among influencers, who will endorse a certain product or service, and thus influence their followers, who have placed their trust in celebrity idols.
It is up to you to determine who the most popular influencers in your niche are, which is easily done with a bit of Googling. And, to help you with dealing with celebrities, we already have a guide on how to book celebrity talent.
Of course, influencers are not the only relevant PR advertising media you should reach. Newspapers, magazines and their website platforms, online-only journalist platforms and websites, TV, even radio – all of these media outlets can provide a valuable boost to your brand’s visibility.
The trick is to know which media your respective consumers use the most so that you can focus on those platforms and spend less energy on dealing with others. You can often completely disregard certain types of media if you determine that they are not worth the cost and effort.
After finding the ideal outlets for your brand, you will need to reach the relevant people working for those outlets. You will need to research to see who these people are.
If, for example, you are marketing a new technology product, you should find out who is writing about technology on the relevant websites you have discovered and then look for their contact information on the website.
A great way to reach the relevant people is by working with professionals from AZ Citation Services, for example, that have plenty of experience in all niches and locations. While you will most likely get certain results even when working alone, with experts by your side, you can rest assured that your brand will be promoted in all the right places and with all the right PR materials.
Developing the Human Image of Your Business
In today’s corporate world, with many similar businesses competing on the market, your PR marketing strategy needs to work on the human image of your company. Instead of appearing as a faceless entity that is only after consumers’ money, you will need to create the image of a company that cares for its customers.
One of the ways to do that is by being transparent and sharing the values of your company through carefully developed PR materials.
These values include the need to provide the best product and/or service in a respectable time-frame, at a reasonable price. More importantly, they include the belief that your customers deserve to be treated with respect and that, at all times, they need to feel important and taken care of.
Honestly believing in these values will provide the best results. And, in case you have some unsatisfied customers (which is practically unavoidable, no matter the quality of your service), the good reputation of your business will remain intact more easily. So, when creating PR materials, put in the effort to not only represent your product/service in the best light, but also to demonstrate these human values.
More Tips on PR Advertising
- A very important aspect of PR marketing is to reach all the relevant people, not just influencers and journalists. These people include various investors, shareholders, suppliers, etc. Also, it is important to remember that PR doesn’t exist purely online, but also in the physical world. Therefore, you should find the relevant trade events, where important people in your niche gather. These people are also part of the relevant public, and having good business relations with them can be a great advantage to your business. Remember that different PR strategies will provide different results, based on the demands of your respective business. Choosing the correct PR strategy is thus extremely important when it comes to PR advertising.
- Knowing your audience will enable you to tailor your PR materials accordingly, choose the right platform, target the right audience, and so on. Knowing your goals is also of vital importance. Do you need to reach more people in a certain demographic, or perhaps you are looking to expand your presence on a certain platform? Knowing the answers to these and similar questions are paramount when constructing a sound PR advertising strategy.
- Testimonials from satisfied customers are a great way to improve your brand reputation. Video testimonials work best, but written ones will be useful, too. Testimonials not only guarantee that you will provide an excellent service, but they also help with showing the human side of your company.