Public Relations is the professional maintenance of a favourable public image by an organisation or individual. It is a powerful tool, that separates your business from the rest of the pack, showcasing your products and services and demonstrates your expertise.
Your Public Relations includes your social media, speaking at conferences, winning industry awards, press releases, newsletters, blogs and employee communication. PR success is about creating meaningful relationships which takes a little longer than marketing.
Marketing is the process of the promotion and advertising of your business/product/services that satisfies the needs of your target market. Marketing is more direct.
Marketing involves the whole process of getting a product or service from a company to its end customers. Extending across the customer’s entire purchase process including the research, purchase, engagement and advocacy. Marketing success is measured largely by sales volumes and profit margins.
There are companies who specialise in specifics, for example, online recruitment marketing, financial public relations and/or both PR and marketing agencies. But if your only beginning in PR and Marketing this article is a must read:
3 MUST KNOW TIPS
- Write expert articles or opinion pieces
Publications are actively seeking well-written, interesting expert articles or opinion pieces from businesses/professionals. Creating compelling content is integral to your PR/Marketing success. Be a storyteller. Checking the publication’s editorial guidelines will help you write in the required format. When published they help boost your business profile as an expert within the industry.
- Pitch to the media
Pitching a story to a relevant journalist should be part of your strategy to gain media exposure and coverage. A pitch is usually an email detailing your story and is sent to the journalist with the relevant readership. Be familiar with the who’s who of your industry, ; the media in which your customers and prospects read, listen to or look at online. They are the media that matters.
- Create Case studies
Case Studies are short explanations of a project your business has done work for. It describes the problem, challenges faced, solutions created and results achieved. Have case studies on interesting projects that help your target market differentiate you from your competitors.
Promote these through your website and social media profiles, pitch them to the relevant media, building your business credibility and accountability.
By implementing these simple strategies into your business you can start building the business brand and reputation.