Author : Molokini
You might be doing PR already. You might even be getting some results. But is your PR strategy lacking focus, or worse still, non-existent?
PR isn’t just a numbers game with the end goal of getting any coverage, anywhere. Although it may be true that if you throw enough mud at the wall some will stick, to be effective and have real impact, properly executed PR needs to start with a strategy.
So, what should you be asking to give your PR strategy a boost?
1. Who is my target audience for PR?
Understanding who you are targeting is fundamental to any strategy. This is where your ideas, campaigns and key messages should stem from, and this should tie-in closely to the objectives of your business. So, who is likely to want your product or services? If you’re selling bananas, your target audience might be people interested in health food, those who take a packed lunch every day, or monkeys.
It’s fine to have more than one target audience, but you can’t be all things to all people, so target just a few with your PR. Remember to target an audience that can and will buy from you, so maybe give the monkeys a miss and target the zookeepers instead.
2. Where do they hang out?
We don’t mean down the pub or at the gym, we mean what does your audience read? Where do they surf and chat online? Do they prefer online or print? How much time do they spend engaging with media? If you’re already involved in the same industry as your audience, you’ll probably consume some of the same media as they do, but still take the time to do your research. Don’t just subscribe to a few magazines and take a quick look at the most popular blogs and websites - devour them! Find the sections, features and posts that will appeal to your audience as well as fit with your PR message.
3. What can we offer them?
Instead of focussing on what your product or service is, consider what solution your product brings people and how it can help them. For example, if you’re selling kettles, your target audience probably already knows that a kettle is handy for making hot drinks. So what are the added benefits you’re offering? Could your kettle save them time? Your audience wants to know how you can benefit them and what makes you different. They can get a cup of tea anywhere.
4. How can we make it easy?
Consider how you can make it simpler for customers to engage with your business. Talk to your audience in their language and don’t overcomplicate things – your customers won’t reach for the dictionary; they will just turn the page or click ‘Next’. If you know your audience is time poor, make your press releases short and snappy – they won’t read a long article anyway. Apply this thinking to all your marketing, not just PR. For example, could your website be simpler? Or offer more useful resources? Can you maximise your SEO to help potential customers find what they want more easily? No matter where you apply it, keeping it simple means you’re less likely to lose your audience before they buy.
5. Is it interesting?
Just because you want to promote something and are passionate about it, it doesn’t mean it’s interesting to your audience. Sometimes you’ll have a great story, that is genuinely original and exciting. Good news – literally. Other times, you might have to dig deeper to drive your PR. Take a look at what’s important to your wider industry, tap into national holidays and seasonal stories or get your hands on some juicy statistics and research. Also, pay attention to your target media. Do they currently have lots of stories similar to your pitch? Or do they never cover what you want to tell them about? Either way, you should consider changing your angle to give it PR impact.
Whether your business is new to PR or simply needs a fresh approach, Molokini’s PR experts can develop and implement powerful UK and International PR strategies to help get you heard. Get in touch today to discuss how we can support you.