PR
So You Think You Need PR?
So You Think You Need PR? What Does That Really Mean and What Are You Signing Up For?
You’re an entrepreneur, a start-up, a small business, or a non-profit and you’ve been told you need PR to take your brand to the next level. But what exactly is PR? And if you enlist these kinds of services, what can you expect? Most importantly, how exactly can PR help your brand?
Here's R take on all these questions.
PR Defined
Most people assume that public relations (PR) is the same thing as marketing, but the two are actually very different. The goal of PR is to influence, engage and build a positive relationship and/or image with your target audience through:
- Corporate communications
- Crisis communications
- Investor relations
- Media relations
- Influencer relations
- Reputation management
- Event promotions
You’ll use tools such as press collateral, editorial placements, social media placements, media and influencer outreach, and list development as well as sponsorship and partnership coordination to do so.
The goal of marketing, on the other hand, is is to build awareness of and to promote/sell your product(s) and/or service(s) through:
- Brand marketing
- Advertising
- Content
- Search engine marketing
- Social media marketing
- Targeted marketing campaigns
- Conference and trade shows
Marketing uses tools such as sales collateral, blogs, websites, email, and direct mail to achieve that goal.
Clear as mud? The main difference is twofold. One, PR is typically not paid and thus requires cultivating and maintaining relationships with media and influencers. And two, as such you lack some control over the narrative with Public Relations, however it is often seen as more credible.
What You Can Expect from a Public Relations Firm
When you enlist a PR firm, they will help you to engage with your audience and maintain a positive public image using their expertise and relationships with media as well as influencer contacts to ensure your message(s) is covered in the right places at the right time. We R a boutique PR firm that has a number of benefits over large agencies including:
- Area of expertise – Boutique PR firms are focused in a particular area of expertise. For example, R firm lifestyle brands including those in the restaurant, retail, hospitality, health and wellness and startup industries.
- Personal touch – Large agencies often woo clients with senior staff and then pass you off to a junior team. With a boutique PR firm, you work with exactly the team you signed on with from beginning to end. What’s more, small businesses usually equal small fish for the large agencies and the amount of time spent on your Public Relations may reflect that. Yet you’re always number one with us!
- Less bureaucracy – The larger an agency is the more bureaucracy you’ll likely find. Boutique PR firms have more freedom to be collaborative, responsive, and adaptable to your needs, more like an extension of your own team. And here’s a secret, many boutique Public Relation firms, like Rs, are run by PR professionals who’ve left large agencies so they could get back to the work they love on their own terms!
- More budget-friendly - Large agencies may charge upwards of $500 an hour, however, boutique Public Relations firms may charge as little as $150 an hour. In addition to hourly billing, you may also have the option of a Public Relations retainer which is a lump sum that you pay for services each month. The amount paid depends on how much work you need to meet your PR goals and your budget – again also tack on overhead costs for larger agencies. R firm is mindful of budget for our clients and, in fact, offers a 6-month program known as Launch which includes developing a brand identify, PR plan and campaign for smaller brands who qualify.
Benefits of PR
There are so many benefits of PR, but at the same time, they depend on your goal(s). That’s why we always start with a Discovery Call because once we get to know you and learn your goals, we can create a proposal with a customized service outline that details the specific benefits of PR for your brand. But, in general, the benefits of Public Relations include:
- Increasing brand credibility
- Enhancing online presence
- Increasing brand awareness and positive brand image
- Increasing profits, sales, and leads
For R help with your PR, learn more about our public relations services. Or, schedule your FREE Discovery Call Today!
Gift Guide for Your Foodie Friends
Can you believe the holiday season is just around the corner? I know it’s still considered fall, but before you know it we’ll be in December and as some say, if you’re not early, you’re already late! If you have a food-obsessed family member or friend you’re shopping for, we’ve rounded up some awesome options like barbecue delivered to you, cookbooks to up your recipe game and plant-based probiotics to easily boost your diet.
We would love to be considered for any upcoming editorial coverage that may fit your needs for the holiday season! Would you please reach out should you need anything or have any questions? Thanks!
Davila's BBQ
Davila's BBQ,Seguin, Texas's barbecue from award-winning, third-generation pitmaster Adrian Davila, is offering to ship their 'cue to you! Through Goldbelly, you can order their amazing mesquite-smoked beef brisket, pork ribs, lamb ribs, and more right to your door from anywhere in the country. Davila balances sweet and smoky heat with a distinct Latino influence, characterized by Native American cooking techniques from the South Texas region. Perfectly pre-seasoned and smoked, all you have to do is throw them in the oven!
Davila not only keeps the tradition of the past alive in his restaurant but also in the pages of his cookbook, Cowboy Barbecue: Fire & Smoke from the Original Texas Vaqueros. In the book, he passes down the traditions of the vaqueros, the Latin American cattle herders who once roamed the plains of Texas and Mexico, and shares the stories of the Tejano community through food.
Visit them today!
418 W Kingsbury St; Seguin, Texas
830.379.5566
Tuesday through Sunday: 11:00 a.m. to 8:00 p.m.
Closed Monday
Peg Leg Porker
Peg Leg Porker, Nashville’s must-stop barbecue spot for locals and tourists alike, will ship their 'cue to you! Through Goldbelly, you can order their amazing barbecue and more right to your door from anywhere in the country. Owner Carey Bringle’s BBQ is known for its addictive sauces and juicy, smoked-to-perfection pork ribs that are drenched with a spicy dry rub after they are cooked. Perfectly seasoned and smoked, all you have to do is throw them in the oven!
Not only that, Bringle is the only award-winning pitmaster and Bourbon ager in the world. To get his bourbon’s signature flavor, he starts with a Tennessee bourbon. Then, he filters it through hickory charcoal that he burns down in his pits at Peg Leg Porker. Working with smoke every day, Bringle understands it just like any other ingredient and uses its smoothness to add depth in barbecue and bourbon. His signature series features a 4-6 Year White Label, 8-Year Grey Label, 12-Year Black Label, and a 15-Year Pitmasters Reserve Tennessee Straight Bourbon. Learn more here.
And last, whether you’re a senior stoker of the flames or find your skills to be lacking, Bringle’s guide, BBQ for Dummies, teaches you the ins and outs of everything you need to be a professional pitmaster. It features over 50 recipes for marinades, rubs, injections, sauces, and more, plus the book provides tried-and-true advice on barbecuing and smoking. If you’re looking for a guide that shows you how the pitmasters really do it, look no further to unlock the secrets of great barbecue.
Visit them today!
903 Gleaves St; Nashville, TN 37203
615.829.6023
Monday & Tuesday: 11:00 a.m. to 9:00 p.m.
Wednesday through Saturday: 11:00 a.m. to 10:00 p.m.
Small Town Cultures
When it comes to versatile, yet delicious plant-based ferments, Small Town Cultures is the way to go. Lake Placid, New York native and Founder, Cori Deans, began the business creating turmeric kimchi, fermented jalapeños, pickled red onions, preserved Meyer lemons, and more, initially for her inner circle and then in local farmers’ markets. Now the woman-owned, family-run business has expanded to shops all across the country. Top your tacos with their fermented sliced jalapeños, pop some chopped, fermented Meyer lemon on your fruit parfait, or give some bite to your next burger with their raw, fermented red onions. You can treat your tastebuds while catering to a sensitive stomach at the same time, improving both your health and mood through clean, healthy foods. For a location near you, try their “Find Us” locator.
Learn more about them!
https://www.smalltowncultures.com/
Instagram: @smalltowncultures
7 Ways Public Relations Can Improve Customer Experience
While there are many aspects of the customer experience, there’s one thread that links them all: communication. It’s the key to your customer relationships. And there’s no better way to build and nurture those relationships than through the strategic communications power of public relations (PR). It just so happens that PR is our specialty and we can show you just some of the ways it can help improve customer experience.
- Creating Your Narrative – Your customers need to be aware of your brand’s positioning as well as the benefit and value of your product/service in a way that resonates with them. PR can help you relay those messages effectively and consistently across multiple channels.
- Understanding Your Customers and Your Market – A big part of PR is knowing who your customers are, where they are and what drives them. Armed with that information, you can develop PR strategies that make sure your brand is in the right place at the right time with the right message.
- Using Customer Feedback to Your Advantage – A customer satisfaction survey is no longer the only way in which you’ll gain feedback from customers. It’s still important, for sure, but now you’ll receive customer questions, praises and complaints (hopefully not) through a number of channels including social media. PR is crucial here, in not only controlling the narrative – promoting the positive, anticipating needs and addressing concerns – but also in presenting an open, transparent and timely image of your brand.
- Showing Your Customers The Way – Through the customer experience that is. Your buyer’s journey likely has multiple steps and PR can help you direct your customers through those steps with communications tailored to provide the information they need when they need it.
- Keeping Customers Engaged – Once your customer buys, that shouldn’t be the end of the story. PR can also help you keep them engaged by making sure they are in the loop on new offerings, updates to your products/services and your brand as well as by providing content that’s relevant to them.
- Navigating a Crisis – Whether it’s a problem with your product/service, an issue in the industry, or an unforeseen event like COVID-19, crises can and will happen. In these circumstances, PR can literally be your lifeline with customers. The right PR communications strategy can help you effectively share information, address the impact to your customers, and let them know how you’re remedying the issue(s).
- Building Relationships Beyond the Customer – Direct communications with your customers is important, no doubt. But there’s a credibility that comes with your brand being presented in a positive light through outside sources as well. That’s why relationships with the media as well as influencers are so important. Cultivating as well as maintaining those relationships is a key component of PR.
R team has expertise in the restaurant, hospitality, retail, health and wellness, business, non-profit industries and works with lifestyle brands in Nashville, Austin, San Antonio, New York, or anywhere in between. We’d love to help improve your customer experience with PR. Learn more about our public relations services. Or, click HERE to schedule your FREE discovery call today!
R Frequently Asked Questions on PR Buzzwords
PR is all about generating ‘buzz,’ and perhaps that’s why there are so many buzzwords in the public relations space. But with that comes just as many questions and we always want R clients (and potential clients) to be in the know. So, we’re clearing up any confusion on what PR is, how it works and how it can benefit your brand with these FAQs.
What is public relations (PR)?
In general, public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups and people it serves. As such, PR is often referred to as ‘free advertising’ because it primarily includes earned media such as:
- Mentions in the news as well as reviews
- Positive comments from customers on social media
- High organic rankings on search engines
How is PR different from marketing?
The short answer. The primary difference between the two is that marketing is focused on promoting a specific product, service or idea; and increasing sales, while public relations is focused on maintaining a positive reputation for the company overall. Check out our recent blog to learn more.
What do PR people do?
People who work in PR have many different titles, but the goal is one and the same; to create and maintain a positive public image for their employer or client. They use techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. For example, R PR services include:
- Campaign development and management
- Media relationships
- Influencer relationships and marketing
- Media training for staff
- Content creation
- Pitching
- Traditional and digital media placements
- Editorial advance placements
- Community partnerships
What are the benefits of PR?
There are a multitude of benefits for brands that implement effective PR strategies. We could go on for days, and that’s why we always start with a discovery call. Because once we get to know you and learn your goals, we’ll create a proposal with a customized service outline that details the specific benefits of PR for your brand. But, in general, the benefits of PR include:
- Increasing brand credibility
- Increasing brand awareness and positive brand image
- Increasing profits, sales and leads
- Enhancing online presence
What is lifestyle PR?
Practitioners who work in lifestyle PR, like R firm, specialize in brands within industries that include restaurant, hospitality and retail as well as health and wellness. All of the same PR goals, strategies and techniques still apply, but this segment of PR tends to focus on the things people aspire to have, to achieve or to maintain a certain lifestyle and the brands that can help them achieve that. Success in lifestyle PR requires a more inherently relatable and personal approach, which is why we love it so much!
What is the price of PR?
Large PR agencies may charge upwards of $500 an hour for their time, however, smaller agencies or consultants may charge as little as $75 an hour. The average hourly rate at a larger PR agency is currently between $150-$250 per hour. R founder, Emily Reynolds Bergh, explains the value boutique PR firms can offer, “As a small business, we are mindful that not everyone can spend big when it comes to PR. So, we also have lower budget options in which clients can apply. One is based on promoting a specific project. The other is designed to support a solo entrepreneur for 6 months by developing their reach and brand identity, as well as a PR plan and campaign to launch them into the market in which they seek to connect. The end game is long-term relationships, not just a mass press release. And that provides ongoing value for your brand (and us).” Learn more about PR pricing in our recent blog.
What is a PR retainer?
In addition to hourly billing, you may also have the option of a PR retainer for the services you need. A PR retainer is a lump sum that you pay to the public relations agency or professional each month for their work. The amount paid depends on how much work you need to meet your PR goals and your budget, so it’s important to be specific about both in your preliminary communications. Your monthly statement should itemize any work performed as well as any expenses that were not included in the retainer. You should also be able to request the right to approve any expenses over a certain amount before they are incurred.
What is Newsjacking?
When hiring a publicist, one technique in which you want to make sure they are skilled and experienced is newsjacking. Newsjacking is the practice of aligning a brand with a current event in an attempt to generate media attention and boost the brand's exposure. Brands create related blog content and social posts to instantly reach a wider audience. Essentially, if you see an article written about a competitor or someone with a similar brand, you can have your publicist reach out to that media contact and ideally get your brand included in a similar story or an update to the one you may have seen! How cool is that?
For R help with your PR, learn more about our public relations services. Or, click HERE to schedule your FREE discovery call today!
What's the Difference Between PR and Marketing?
You’d be surprised how often we are asked about the difference between PR and Marketing. So often, in fact, that we’re dedicating this entire blog to it! Many people believe that public relations (PR) and marketing are one and the same. But while they are both essential components of your brand’s communications strategy, that’s where most of the similarities end. Here’s how PR and marketing truly differ and how impactful each can be for your brand.
The Particulars of PR
The Public Relations Society of America (PRSA) defines PR as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The goal of PR is to influence, engage and build a positive relationship and/or image with your audience. Some of the tactics commonly used include:
- Corporate communications
- Crisis communications
- Investor relations
- Media relations
- Influencer relations
- Reputation management
- Event promotions
PR tools typically include:
- Press collateral
- Editorial placements
- Social media placements
- Media and influencer outreach and list development
- Sponsorship and partnership coordination
More on Marketing
The American Marketing Association (AMA) defines marketing as, “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” The goal of marketing is to build awareness of and to promote/sell your product(s) and/or service(s). Some of the tactics commonly used in marketing include:
- Brand marketing
- Advertising
- Content
- Search engine marketing
- Social media marketing
- Targeted marketing campaigns
- Conference and trade shows
Marketing tools typically include:
- Sales collateral
- Blogs
- Website
- Direct mail
How PR and Marketing Differ
PR and marketing are most effective when used together as part of an overall communications strategy because they serve different but equally important goals. That said, two of the primary differences in PR and marketing are:
- The relationship required with media and influencers
- Control over the narrative
Traditional PR is typically not paid (see our previous blog on Earned Media versus Paid Media) which makes relationships with the media as well as influencers so important. Most brands neither have the time nor the expertise to cultivate and maintain these relationships, which is where R firm comes in. We have incredible direct media contacts and use that bridge to ensure your message(s) is covered in the right places at the right time.
In marketing, you pay to play so to speak so those relationships aren’t necessary AND you have full control over the narrative. Take advertising for example; the publication will place your message (ad) in the size you select, on the date(s) you select and repeat it in the frequency you select based on your budget.
You don’t have as much control over the narrative in PR. Even if you get the coverage, you’re not guaranteed the message will be exactly as you would like it to appear. Again, that’s where R expert team comes in, we know the ins and outs not only in getting covered but in getting your message conveyed in the most positive and appealing light.
For R help with your PR, learn more about our public relations services. Or, click HERE to schedule a FREE discovery call today!
Where PR and SEO Intersect
While they may seem like two completely different aspects of the marketing spectrum, you can think of PR as the yin to SEO’s yang. It’s true! PR can help with your SEO and vice versa, but even better is the fact that while few brands fully understand the impact, even fewer know how to maximize it. Luckily with R tips, you’ll be one of them – giving your brand the advantage!
Why PR and SEO Work So Well Together
First and foremost, it’s because PR and SEO have similar goals, including brand awareness and controlling the narrative around a brand, product, or service. But while the tactics may be different - think keywords in SEO versus press releases in PR– they benefit each other.
For example, high-quality backlinks from credible media sources (or influencers) that write about your brand can give your website higher domain authority in the eyes of the ever-powerful Google. That means your website moves up higher in search results, driving more organic traffic and, ideally, more conversions.
Brand mentions as a result of your PR efforts can also help you rank higher for certain keywords in Google as well, particularly local brand mentions.
Yet another way PR and SEO can work together is to break down silos in your marketing. Often, the PR side and digital/SEO side of your team work separately, which often means their efforts aren’t entirely consistent with each other. The trouble is, maintaining a consistent brand message in this connected world of ours is absolutely crucial. By working together, you’ll have even greater and more impactful reach.
How PR and SEO Can Work Better Together
Now that you understand why PR and SEO work so well together, it’s time to learn how to maximize that impact. R tips include:
- Be smart about backlinks - Most of the time, press releases or other types of PR will include a link to the homepage of your website. While those types of backlinks are good; often backlinks to internal pages are even better because they are more focused and it’s within those pages that you dive into more of your expertise.
- Consider your content – This is for both PR and SEO. Content needs to be relevant and targeted. In doing so, you’re not only more likely to score those brand mentions, backlinks, and media impressions in general, you’ll also be seen as a more credible and trusted source by Google as well as your target audience.
- Build relationships – This has always been a crucial aspect of PR, but it should be for SEO too. With PR, you’re building relationships in the media and with influencers. For SEO, it could benefit your brand, product, or service to connect with bloggers or websites that are important in your industry by asking for links and/or mentions.
- Track and Improve - Historically, it’s been hard to track mentions – remember the days of press clippings? – ugh! But, with PR and SEO working together, you’re better able to track whether those backlinks and mentions are leading to more traffic and conversions. Then, using that data, you can continue to refine your approach.
For R experienced help with your PR and SEO, click HERE to schedule a FREE Discovery Call today!
Earned Media vs Paid Media (and Why You Need Both!)
When it comes to cultivating a positive reputation for your brand, promoting your products, services or events and keeping your name top-of-mind in the media, success hinges on the right mix of public relations. That’s right, public relations or PR, isn’t as cut and dry as you may think. There are actually different types of PR – specifically, earned media and paid media – and each uses different strategies to help you achieve your goal. When should you use earned media vs paid media? R approach is to use both. Here’s how the mix benefits your brand.
Earned Media vs Paid Media
First, let’s define each. Earned media is likely what you typically think of when it comes to PR and it includes:
- Mentions in the news as well as reviews
- Positive comments from customers on social media
- High organic rankings on search engines
This word-of-mouth PR is the best type, but it’s also the hardest to achieve. As the name says, you have to earn it through hard work on your end by creating exceptional customer experiences and on R end through expertise in social media strategy as well as content development plus the relationships we nurture and develop with media contacts.
Paid media is exactly as it sounds; paying to make your brand more visible through:
- Social media advertising
- Influencer marketing
- Pay-per-click (PPC) advertising
This is becoming increasingly popular as a way to supplement earned media because you have more control and can target the specific audience(s) you want to get your brand in front of. But again, having the right expertise in these areas is crucial to keep you on point and on budget.
Achieving the Right Mix
Unfortunately, there’s no set formula that can tell you how much earned media vs paid media is necessary to achieve your goals. Both have their own pros and cons.
Earned Media Pros
- Increased credibility
- Heightened brand awareness
- Expanded reach
Earned Media Cons
- Considerable time and effort
- Can be difficult to measure
- Running the risk of negative publicity too
Paid Media Pros
- Control over your message and targeting
- Easy to measure
- Quick results
Paid Media Cons
- Can be costly
- Lacks the credibility of earned media
- Managing multiple platforms can be challenging
To achieve the right mix for your brand, you have to balance the pros and cons of each type of PR with your own resources, budget and goals.
R Team Can Help
R team has the PR expertise in both earned media and paid media, and experience in industries such as restaurant, hospitality, retail, health and wellness, business, non-profit to help you determine just the right mix for your brand. It all starts with a discovery call where we take the time to get to know you, your brand and your goals firsthand. From there we’ll create a proposal with a customized service outline with the earned media and paid media balance that gives you the greatest PR benefit.
Click HERE to schedule a FREE Discovery Call today!
Is PR Too Pricey? R Common Cost Questions Answered
With public relations (PR) services, there can be a bit of a learning curve when it comes to pricing AND value. The saying “you get what you pay for” certainly holds true here as PR can offer tremendous benefits to your brand. But before we get to that, we’ll answer some of our most commonly asked questions about the cost of PR.
What is a PR retainer?
A PR retainer is a lump sum that you pay to the public relations agency or professional each month for their work. The amount paid depends on how much work you need to meet your PR goals and your budget, so it’s important to specific about both in your preliminary communications. Traditionally the cost of PR retainers can be from $1,500 to $10,000 a month, depending on the scope of work and project/client needs.
How much do PR agencies charge hourly?
Large PR agencies may charge upwards of $500 an hour for their time. However, smaller agencies or consultants may charge as little as $125 an hour. The average hourly rate at a larger PR agency is currently between $150-$250 per hour.
What does that cost cover?
- Pitching to major media outlets
- Media lists and sharing sources that have been cultivated by the team of experts
- Copywriting (pitching ideas and editing them)
- Supporting a team (from initial pitch to researching and editing there is likely a team, of people that budget will cover)
How do I choose the right PR agency?
That’s a tough question to answer because “right” can be different for each brand. However, these tips can put you on that path:
- Decide on your goals first. What is your vision? You need to know this before someone can sell your story.
- Consider all your options, such as hiring a PR agency versus hiring someone who may solely focus on SEO as an example.
- Determine your budget for PR.
- Decide what size PR agency is right for you. Remember that smaller budgets may mean less attention in large agencies while you may be the “bigger fish” for a boutique PR agency.
- Be specific during the proposal process. The better you vet, the better the result will be. For example, ask that those who will be on your account be involved from the beginning so you can gauge capabilities and chemistry as well.
What would I get through a PR agency that I couldn’t with a marketing firm?
Often, marketing firms provide a variety of services, including social media, digital media, advertising, and, of course, PR. However, PR differs from those mediums as it is earned, not paid. Hence, it requires different expertise, not to mention the time and ability to cultivate relationships with media and influencers. Large marketing firms may have that bandwidth (and you’ll pay for it), but the small ones won’t necessarily. That’s the advantage of going directly to a PR agency. For example, R agency has incredible direct media contacts and expertise in leveraging those to garner coverage that creates a positive image and credibility for your brand. It’s our (R) specialty!
The Value Behind the Price of PR
R founder, Emily Reynolds Bergh puts it beautifully, “When it comes to the cost of PR and pricing, we are a small business; not a large PR agency. Yet oddly enough we provide our clients with more direct contact to experienced staff AND charge less than a large firm. We have found that our value to a business is second-to-none when it comes to delivering a solid PR plan and direct relationships. However, we charge rates that are also fair to the market. Our retainers are based on the work we do weekly to provide those R-esults.”
She goes on to say, “As a small business, we are mindful that not everyone can spend big when it comes to PR. So, we also have lower budget options in which clients can apply. One is based on promoting a specific project. The other is R Prosper Program, which is designed to support solo entrepreneurs for six months by developing their reach and brand identity and a PR plan and campaign to launch them into the market in which they seek to connect. The end game is long-term relationships, not just a mass press release. And that provides lasting value for your brand (and us).”
For R help with your PR, learn more about our public relations services. Or, click HERE to schedule a FREE Discovery Call today!
Influencer Marketing: How Social Media’s Influence on PR Benefits Your Brand
Gone are the days of painstaking research to build accurate media lists, of phone pitches, of basing announcements on publication dates, and of waiting, sometimes for months, to see if you were published via press clips received – gasp – by mail! As social media has evolved, it has elevated PR right along with it to the cheers of us professionals and the benefit of the brands we represent. So what is influencer marketing, and how does social media’s influence on PR benefit your brand? Here’s how.
The Purpose of PR
The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” You do this by influencing, engaging, and building a positive relationship and/or image with your audience.
Many confuse PR with marketing, but it’s actually quite different. One big difference is in the amount of control you have over the narrative. In marketing, you pay to place an ad with your message; in PR, the amount of coverage, and in essence, your brand’s perception depends solely on your access to and/or relationship with the media. Or, at least it did…before social media.
Using Social Media in PR
Essentially, social media helps us to break down the invisible wall that once stood between brands and their audience(s). It’s no longer just about going through the media with your story and praying for the best. Social media can help you to meet your brand’s PR goals by:
- Working with Influencers – These people give your brand a voice in a way neither you nor a media story could do on its own. Influencers have huge followings that you can tap into to promote your products or services and help with reputation management.
- Social Listening – PR was more reactionary in the past, but with social media, you can keep your finger on the pulse of public perception of your brand. This enables you to proactively respond to any issues that might come up and better understand your customers in general.
- Using Your Platform(s) – Again, it’s about controlling the narrative as best you can. Social media can help you do that much more swiftly, if not immediately when necessary. Today’s news cycle is 24/7, so getting your story on social platforms can also influence the angle of media coverage as journalists do their share of social listening as well.
- Creating Real Relationships – Social media allows you to engage your audience directly with content that’s not only newsworthy but also important to their needs and where they are in the sales cycle. Think blogs, how-to guides, FAQs, and even related content that ties with your brand that could help them.
- Improving Media Relations– Social media is an integral part of PR now, but it doesn’t replace the importance of good media relationships. It can make that easier, however. Most journalists are active on social media and publicly list their handles. You can use this to learn more about their beats, when they need resources, how they prefer to work, as well as their personal and professional interests. Depending on your industry, you could include bloggers in this as well!
All this being said, be careful with a do-it-yourself PR strategy. It’s certainly easy enough to post, but appropriate messaging, knowing how to work with influencers and media, social listening savvy, and the ability to effectively measure results is key.
R team has extensive PR experience, and we’d love to help your brand. See how by clicking HERE to schedule a FREE Discovery Call Today!
4 Reasons a Crisis Communications Plan is Essential to Any Business
Although we’re well into the new year, it’s safe to say we’re probably all still a little shell-shocked from the craziness of 2020. Not just personally but in business as well. Sure, we’re optimistically planning ahead, but if there’s ever been a time to take the familiar idiom, “hope for the best and prepare for the worst” to heart, it’s now. R view is that having a crisis communication plan is a key to doing just that. Here’s why.
What Is A Crisis Communication Plan?
Essentially, a crisis communication plan is your strategic approach to responding to an unanticipated event that could disrupt your business operations and/or damage your brand reputation. It could be a product recall, customer injury, employee misconduct or a security breach. But natural disasters and, as we’ve recently learned, pandemics can certainly qualify as a crisis for businesses too!
Why Crisis Communications is Essential to Your Business
Quite simply, s@%t happens! You can think of a crisis communications plan like insurance in a way - a safety net that’s there for you just in case. When navigating your business through the unexpected, here’s why a crisis communications plan is essential:
- You won’t be caught off guard – When a crisis hits, time is essential. The longer you take to respond the quicker trust in your brand erodes, or at the very least, confusion will keep customers away. With a crisis communication plan in place, you’ll be able to provide transparency and the most appropriate messaging right away.
- You’ll be able to focus on resolving the crisis – In a crisis, it’s all hands on deck, right? Making it nearly impossible to prepare your communications plan and manage the crisis effectively at the same time. By preparing ahead of time, everyone knows their role in communicating, what steps to take and who to communicate with, freeing up the rest of your team to deal with the crisis itself.
- You’ll be able to control the narrative – One thing we in the PR industry know, is that the first message that’s out there is the stickiest, so to speak. It’s so much harder to change perception than to drive the message initially. Trial by social media is all too common these days and an effective crisis communication plan can help you get the right message to the right people instead of the wrong one going viral.
- Done right, you could improve your reputation – Warren Buffet once said, "It takes 20 years to build a reputation and five minutes to ruin it.” Yikes, but true. On the flip side, as we’ve seen over the last year, businesses who are authentic, honest and open the lines of communication have been the ones who have thrived in spite of the circumstances.
Check out R Take on Crisis Communications During COVID-19 and Beyond for tips that can be applied to any unanticipated situation. Or, click HERE to schedule a FREE 15 min Discovery Call and let’s get started on your crisis communications plan together!
