Play the Long Game with Your PR Strategy
So, today we’re talking about a common mistake we’ve seen companies make with their public relations strategy: treating it like a New Year’s resolution for getting back to the gym. When January rolls around, you’re ready to make a change! You’re focused on your goals! You’re ready to amp up the workouts to shed holiday pounds! But then you realize it’s cold outside, it gets dark early, and the enthusiasm fades.
If you’re thinking about your PR strategy only when you announce something new or some other catalyzing moment, you’re going to miss out on a lot of opportunities in the long run.
Now, don’t hear us knocking a launch. We actually love a good launch project, and we see a launch as a great way to score some big wins. But there’s so much more to a strong PR strategy than sharing news about a new product or service. The truth is, continued success requires continued effort. Companies that succeed over time are the ones who understand that the daily effort to expand your reach is just as crucial as ramping up for a major announcement.
PR Is More Than a Press Release
When people think PR, they often think “press release.” And while a press release is a component of a PR program, it’s really the tip of the iceberg when it comes to an ongoing strategy.
So many of the wins we earn with clients come from ongoing research (i.e. consuming tons of news from a wide range of outlets). This means that even if there isn’t a specific event taking place (a launch, the unveiling of a new service, etc.), we’re combing through all sorts of content looking for ways we can insert your voice into that narrative. This may take the form of:
- Contributing a quote
- Joining a podcast
- Authoring contributed content
- Speaking on a panel
Earning this type of coverage for your business helps build a reputational foundation and a “digital doorstep” that shows prospective customers, employees, investors, and others that you’re worth noticing.
Good PR is also good “Google juice.” In addition to boosting your credibility and gaining exposure to people who may not be familiar with your brand, favorable coverage will improve your website’s SEO. This makes it more likely that prospective customers will find your product or service when they search for it online.
Stay the Course
When you commit to a PR strategy, it means staying the course, even when it gets a little routine. We’ve actually had clients who have gotten so much coverage for doing such cool things over a short period of time, we’ve had media members tell us they just can’t write about them again in the very near term. During lulls like these, we’re still hunting for new opportunities in alternative outlets.
You may find yourself feeling a little antsy, ready for the high of the next marquee media hit, and that’s okay. Where you’ll get in trouble is if you give up before you’re able to bring that next opportunity across the finish line.
All in all, we believe there’s always something you can be doing to contribute to your public-facing persona. From our perspective, a good strategy should feel like cruise control with the windows down at a steady pace on a sunny day. If it feels like you’re punching the accelerator and coming to a screeching halt routinely, it may be time to evaluate your approach.
Interested in finding out how you can cruise into a comfortable strategy that delivers consistent wins? Give us a shout.