![]() ![]() However, if you’re spending your time bashing the competition, you’re not spending your time promoting what you do better than them.įinally, PR doesn’t (or shouldn’t) mislead - either the client or the public - to get attention. Many companies mistakenly think that highlighting their own unique selling points means bad-mouthing other companies within their industry. Guest posts meant for reputation building ideally should not promote a company’s technology, and a company’s name should not be mentioned anywhere except in the byline and the author’s biography. It’s not like advertising, where you pay Y and get X number of clicks. While public relations tends to fall within companies’ marketing verticals, it is distinctly different from marketing in that the point is not to drum up leads. Having a great product or service will only get you so far if no one has ever heard of you. Over the long term, it can lead to that through brand building. These speaking opportunities can include interviews with key journalists and presentations at industry events, as well as guest appearances on podcasts.įirst and foremost, PR is not about traffic or sales in the short term. When there is news to share, PR handles outreach to the media through press releases or by arranging speaking engagements for the company’s spokesperson. ![]() Good PR creates a virtuous cycle in which having credibility as an industry authority helps a company gain more visibility in the press, and increased visibility in the press leads to greater credibility as an industry authority. These establish a company’s team members as authorities in their industry and create brand recognition ahead of any outreach about company news or announcements. One of the best ways PR works proactively to establish a good reputation and credibility is through guest posts and articles in relevant publications that demonstrate the knowledge of the team behind the brand. It means providing important industry context to a journalist about an event or situation - such as how new legislation might affect an industry - or offering insights to enrich a reporter’s educational article. Providing commentary does not mean talking about a company’s products or services. This requires establishing strong connections with reporters and becoming a resource they can rely on to help them craft more informative and accurate articles. Executives quoted in industry-related articles are often seen as thought leaders. What sets excellent PR people apart from good PR people? The former are proactive and always try to see how they can make their brands part of the broader conversation about timely news topics by actually monitoring what people are talking about on the web and riding the news agenda.Ĭommentary is a great way for company leaders to gain visibility. While those are important aspects, PR is also very proactive. Many people mistakenly think of PR as being reactive - springing into action only when a company has news to announce or in response to a crisis. ![]()
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