In all textbooks and advanced training, we, PR people, are convinced that an effective PR-maker should always be slightly ahead of the target audience, anticipate its interest or shape it, communicate to the public the values of its company and make them an integral part of people’s everyday life. It is true, but the reality is often much more boring. A PR man walks around the director’s office or marketing and sales departments in anticipation of information guides, tasks, and inspiration. Let’s talk about how to get out of this situation and move on to real PR activities.
1. Search for yourself
It’s good, when the company invests somewhere, opens, starts to build or receives a grant. If this happens, then a publicist has a holiday – this information guide is easy to promote and pleasant, everyone is happy and everyone responds to it. But such events do not happen every month or even every year.
Therefore, constantly analyze the current – open information, the situation on the market, call the journalist and ask at last, but what would he be interested to get now from your company. In fact, there are a lot of information guides, but in order to “play it”, you need a creative.
2. Join the team
Statistics and analytics are good, and communication with journalists is even better, but the most interesting always happens inside the company. Few of the colleagues will come running themselves and bring supernova. Be aware of what is happening in the neighboring departments and departments. Be friends with developers and salesmen: suddenly the first was able to somehow especially systematize the information, and the second “sleeping” segment of customers suddenly became more active. The real treasures of information guides are lawyers and “personnel officers”. The first know the subtle places of legislation, and the second will tell the stories from which you make the trends.
3. Constantly move
Sometimes a couple of good information guides and some good publications soothe. But we can not stop: the medalists need to be updated, the pool of loyal journalists to support, the information market to study. Watch the ratings and the media: who opened or closed where, who bought whom, who went where, who changed the field of activity.
4. Expand the professional consciousness
A corporate PR man must first of all be able to think, and then intelligibly write, draw super-presentations or communicate on the telephone. It’s not enough to generate an information guide, it’s nice to process it and “sell” it in the media – you still need to understand why you do it, what will come of it and, most importantly, what will be the next move. In books and textbooks a lot of talk about 10, 50, 100 information guides – there is no technical difficulty in this, but is it necessary to blindly follow all theories? You can generate these 100 information guides a month and release 5 messages a day – but if these materials do not appear anywhere, it means that the costs of creating them do not pay off. Better is less, yes it is better – two “strong” releases a week are optimal in B2B PR, a maximum of 8 per month.
5. Perfectionism is not present
Perfection is unattainable, and the information market is fast and mobile. If you bring each release or post to the ideal, you can miss the time, while your news is interesting and relevant. Set yourself some quality criteria to produce a still competitive product, but do not overdo it. It is better to attract a third-party professional who will quickly write or post something, and “get” into the news field and now than to do it yourself, but tomorrow. After all, even an ideal release is not an article, but only a basis for journalistic material.
6. We count up to “10”
Extremes are bad everywhere. If you are in a hurry to send a release containing actual, and grammatical errors, you will get a fat minus to your rating from journalists. But except for specific errors, release is important to send on time, to the right address and in the right context. So before posting, look at what is being published today, who is covering your topic, and think about whether you need your presence in this media.
7. Required pitch
Proper packaging of your message will significantly increase the chances that someone reads it at all. The easiest and most effective way – pitch letters. In a short pitch, try to maximally concisely prove to the journalist that your news is interesting for him, because …. Pitch is the basis of the fundamentals, which is proved by the results of research of the marketing and PR agency Fractal. According to them, 80% of top-media journalists see a benefit in pitching from PR specialists, while those who write on the media in the second plan have this figure even higher – 85%.
8. The plan is our credo …
Quickly respond and give wonderful impromptu? You are well done. But PR-activity is, first of all, a clear tactic and a tough plan. Planning information outlets at least once a month will allow you to keep your hand on the pulse of the infopole, map out your actions, outline a local area of interest and not miss important events. At the same time, we remember that a plan is necessary, but it is necessary to be able to retreat from it in time.
The mobile information field will make adjustments to your wonderful plan at least every week. You need to be ready to refuse something, and something, on the contrary, to take into the development.
9. Measure the result
The confidence that PR is a subtle science and mysterious matter, and therefore immeasurable, has no basis. The effectiveness of PR can be defined as clearly as it is to understand whether the plan is being implemented by the sales department. First, make a list of KPIs, and the more indicators and criteria go there, the better for you. So you at every moment of time will understand if your actions bring a result and where you are going at all.
10. Start from the beginning
Well, the most important thing. Before you stand on the bridge of the bridge and lead your company on the ship PR in a bright future, think about what kind of future is it all about. What should you promote? Build a reputation, popularize a product, attract investment, or increase capitalization? The purpose of your business should be correlated with the long-term strategic goals of the company. After all, PR is ultimately not the goal, but only a means to achieve it.