Five Excellent PR Tips for New Brands!
New brands that are wanting to gain notoriety from prospective customers and experts in their field should invest in a public relations strategy. However, due to the financial constraints that many small businesses face, PR hardly makes it onto the priority list of departments. Fortunately, one only needs the basic strategies of PR management, which include five of the following tips:
1. Develop lasting stories, rather than press releases
There’s a ton of pressure for companies to develop stories that read like press releases, but the trouble is that these stories may not necessarily be newsworthy, making them look pretentious if you attempt to do so. Your readers may also deem your press release as boring and irrelevant if they’re not created in the tone which your audience is attracted to . Rather, it’s advised to use a customer-oriented approach for your content. First, figure out what stories your customers are interested in. Who can resist a wonderful story? Being able to develop a story that will grab the reader’s interest is great PR talent, but that doesn’t mean you have to be wildly imaginative. You still need to stick to the facts of the storyline. Shed light on the issue you solved; how you saved the day or how you enhanced the experience of your loyal customers. Take note that the focal point is not on the achievements of the brand, but on how the customer’s experience is positively enhanced by consuming this content. The customer-oriented approach that goes into content creation is the same approach that goes into PR.
2. Always respond and create a network
Your PR strategy will not be effective if you do not create a network. In this new age of the world-wide-web, networks are as good as currency and are goal-oriented. Failure to respond to press via your strategy; being dismissive, or even being slightly annoying to a single member of the press can cause an avalanche of negativity towards you. The key here is to be the trusted go-to person for accurate and up-to-date storyline pitches. Remember to pace yourself and be responsive to those who take the time to respond to your efforts.
3. Develop a media page on your site
Having an optimized media page will boost your brand’s authority and trustworthiness. The PR media page on your website could be an information hub, including company bios, brand history, statistics and facts about your brand, as well as a place where press releases can be viewed. Visitors with a keen interest in your brand will get all the information they need from this page. It’s important to keep in mind that even though a media page on your website is integral for your brand, all the facts added need to have some sort of relevance to them. Remember this and you will be a step closer to achieving a professional brand image through your media page.
4. Be a featured guest on podcasts
A staggering 88 million Americans listened to podcasts last year! Your content strategy may not allow for you to host a podcast, but you can request to feature on a reputable podcast that holds strong influence in your field. Try and tap into the same podcasts that your target market usually listens to – ones that are in line with your expertise and core brand values and messages. You can deliver a diversified message to suit your target audience if you remember to stick to your brand’s tone. So, be bold and reach out to those who host podcasts. You will gain their interest if you have valuable nuggets of information to offer as this can create a dynamic, worthwhile conversation for all parties involves.
5. Discover where you fit in with influencers
You don’t necessarily need big shot influencers, in fact, these could expose you to a wider market of people that may not be your target audience. This is simply because they have a large following. Instead, narrow down your focus to smaller influencers with a niche following. By doing this, you will have tapped into the energy they used to hone in on their target audience, which also happens to be your potential customers. Besides, is it not better to expose your brand to a smaller audience, from where you may generate good leads, rather than thousands of people for the possibility of just a few leads? It’s worth noting that smaller influences are not always money-oriented. They are usually happy to go into an agreement with you where you can feature in their podcasts in exchange for discounted services or products that you offer. They are at a vantage point to be able to see if a new brand will last.
New brands need to pace themselves when it comes to PR. You have to learn how to walk before you run, so be patient and allow for time to mould your brand image into what you envision it to be. Develop a goal-oriented PR strategy and watch how the above tips will work in your favour!
Looking for some PR help for your new brand, get in touch with the Cherry Digital team here.