Growing your business and brand awareness requires more than just a traditional strategy. In today’s digital-first world, you cannot afford to ignore social media, industry-focused earned media, and proactive crisis planning. While some PR professionals might argue that a digital strategy is the only way to achieve your goals, I know there is a better, more effective approach that blends modern strategies with traditional PR practices.
What is traditional PR?
Traditional public relations is often reactive, which can mean you are responding to interview requests when the media reaches out or you are responding after a crisis has already impacted your business. Maybe a new study is released pertaining to your industry and you want to position yourself as an expert to weigh in after it’s made headlines. This approach is typically “one and done,” and while it can help with brand awareness, there is typically more you can do to maximize your reach.
What is modern PR?
Modern public relations blends storytelling into your earned, owned, and paid media strategy. When presented with statistics alone, people retain less information than when those statistics are accompanied by a story.
A modern PR strategy is also proactive through continuous media outreach in strategic publications and on the topics that will best position you and your brand as industry leaders. Consistent media interviews will help build credibility and authority. Your PR strategy should focus on maximizing the reach of those interviews by sharing on social media, your website, and through emails.
You shouldn’t ignore your executives’ social media presence either, when modernizing your public relations approach. These executives’ social media accounts impact more than just their public image; the right strategy can move the needle with all of your key stakeholders: current and prospective employees, customers, investors, and industry leaders. In fact, more than 80 percent of potential employees research a CEO’s online presence before joining a company, and 77 percent of consumers make buying choices partly based on whether that company’s executives have an active social media presence.
Use your PR playbook to reach your brand goals
A public relations playbook is like armor for your brand. It includes clear, concise messaging and strategies for earned, owned, and paid media to complement your overall marketing and communication goals. It should blend the best of traditional public relations with a modern and measurable PR approach.
Monitor social media platforms for engagement and reach, not just follower growth. Know that earned media can definitely make an impact on your brand awareness, but be proactive about it and hire a team of experts who will find the right outlets and the best opportunities to showcase your expertise.
Judge earned media interviews on prominence, reach, sentiment, and message resonance. While nearly every interview can be good for your brand, some will help you reach your growth goals more than others. If you are featured as the main interview source and expert, your company is mentioned, and your message is clear, that is a home run for your brand.
No matter your business size, your PR playbook must also contain a crisis communication plan. Be proactive in creating that plan and train your spokespeople. Ensure they understand the first steps to take when a crisis hits so you can act fast.
Traditional PR tactics don’t go far enough. A modern public relations strategy ensures your unique stories are being shared in a way that will elevate and help grow your business.
Kristi’s article was originally published in Inc. on August 22, 2024.