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How an Effective PR Strategy Can Boost Brand Visibility

How an Effective PR Strategy Can Boost Brand Visibility



I went to school for Public Relations, and even though I never wound up going into the field, I have always done PR tasks at the jobs I have worked st over the years. I still keep up with my public relations knowledge from Twitter and other sources, and reading articles about PR news. I thoroughly enjoyed this article and had to share it with you. 


An effective PR strategy can help a business and its brand increase visibility.” 

“You can use a news release to tell a compelling story about your products, services, events, or to convey other company information.”


“But those news releases are only useful if they get you media coverage.”


“A news release should provide clear and honest information which makes it worth the read.”

“Businesses should use well-crafted news releases as the central part of their marketing and sales strategy.”

“Aimed at enhancing brand awareness, good PR can improve sales, and credibility.”


“Including an effective PR strategy in your brand and communications program will grow brand awareness and a loyal customer base.”


“By focusing on brand relations, you’ll create the transparency and trust necessary to forge long-lasting bonds with customers and established influencers.”

“To begin, know what your benchmarks and goals are, and then measure those against previous PR strategies to see what worked and what didn’t.”


“Measure PR By Asking Yourself What’s Not Working.”


“Now, let’s look at what is and what is not working with your PR strategy.”


“It’s important to measure this in order to learn from past mistakes.”

“Let’s say you tried to get your brand featured on some of the more popular blog sites, but no one picked up the news release.”

*Ask yourself these questions:

  • Why didn’t the plan work?
  • Is there anything different you can do to ensure your work gets picked up by industry-leading blogs?
  • Why hasn’t there been attention on your product, and why has your PR initiative seemingly failed?
  • Can you compete well with your competitor’s product?
  • Did you submit your blog for an award for which your product doesn’t qualify?


*Important Tip: “Even if you’ve written the most compelling email, it still may go unnoticed by influencers.”

“This can happen due to using a generic title in your email subject line. Enlist the help of a creative title generator to come up with an eye-catching email header which won’t go unopened.


“After coming up with a winning PR strategy, you should now concentrate on employing the best method to reach mobile customers.”


Source: Effective PR Strategy

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PR Crisis Tips 

PR Crisis Tips

*”Most communicators believe they’re ready for a crisis, but many work with outdated crisis plans that don’t facilitate the real-time response required in the split-second world of social media.”

“Here are three ways to bring your crisis preparedness up to speed:”

1. Name and train your crisis team now. “Don’t show up thinking you’re ready for a crisis,” says Michael Neuwirth, senior PR director at Dannon. “Just like running a marathon, you need to train yourself and your team.”

“That begins with identifying the crisis team. Start by pulling together a contact list of the essential people who should be involved in any crisis response.”

“The most important will be your team leader.”

“Too often, the role of the crisis manager is not properly defined,” Neuwirth says. “That’s one way things fall through the cracks in terms of documenting events and ensuring follow-up, involving the right people and following the protocol of the crisis management plan.”

“He also advises reviewing the crisis management plan with company leaders at least once a year, as well as conducting a crisis simulation least once every two years or whenever a new member joins the management team.”


2. Prep “golden hour” statements now. “Scenario planning for every possibility isn’t possible or effective,” Neuwirth says, “but mapping out key risk areas and formulating statements you could use during the golden hour of response time is absolutely essential.”


“To map out key risk areas, begin with basic questions such as, “What could mostly likely go wrong, and who would have an interest in that unfortunate incident?”


“The list of interested parties will probably include customers, suppliers, regulators, NGOs, investors and other business stakeholders.”


“To map out the issues, write down all the things you think could go wrong for your business.”

“Then position each on a matrix based on its likelihood and the significance of the impact for each,” Neuwirth says. “Pretty quickly, you’ll see the top issues that need talking points.”


3. “Develop allies now. Identifying partners who can assist you in crunch time is not a luxury; it’s a requirement for crisis planning.”

““When a crisis calls into question the credibility of your organization, the best sources of defense are your allies who know and trust you for the quality and integrity of your business,” Neuwirth says.”

“This could be an academic who studies topics related to your business, an NGO or a not-for-profit that you support, a trade association, key customers who rely on you, a regulator who oversees your industry or any other stakeholder.”

““These business relationships require ongoing and open communication so that the allies know not only what your business does, but also your values, so they can speak with authority and credibility on your behalf,” Neuwirth says.”

His sole caveat: “These relationships require time and investment,” he says. “They don’t happen overnight, so begin to build them now.”

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4 Alternative Metrics to Evaluate Your PR Campaign’s Success

Evaluating PR Campaign Success   
“1. How many times was the coverage shared?”

“While some publishers actually show how many times an article has been viewed, most don’t, so it’s tricky to know how many page views an article may have had. By measuring how many times the article was shared, you at least get some indication of how popular it was. Tools like SharedCount can give you a quick idea of social share metrics. And while you’d hope your coverage is not being shared for the wrong reasons, this kind of data will give you some digital paint with which to start crafting a better picture of the success of your campaign.”

  
“2. What was the caliber of engagement?”

“While getting lots of likes and shares of an article is great, there are people behind those engagements who may be influential in your niche and be of use to you; you just have to know who they are. At Delightful, we like to use TweetReach to measure event hashtags and article headlines. The tool will give you a count of reach and exposure, telling you how many people may have seen the content on Twitter, and also who has generated the Tweets and the extent of their impact.”

  
3. Did your website gain any links?

“SEO (search engine optimization) is hugely important for any PR effort, as most inquiries about your company, product or service are likely to have been kicked off via a search engine. In order for web pages to rank more highly than others for keyword search terms, having links to them from authoritative sites is a signal that Google and Bing take to mean the content is relevant and has some authority.”

“As brand ambassador for Majestic in the United States, I encourage my PR clients to use the tool to help build media lists based on which publications are linking to competitor articles and content, and to measure how many links their PR outreach garners for their websites, and for articles in which they are mentioned.”

“It’s a good indicator of success if people have taken the time to not just talk about your company, and it also gives readers an easy way to click-through to your site.”
  
4. Did the campaign move the sales needle?

“PR can drive sales! Over the years I’ve met many PR pros who say their job is to just get coverage. But in fact most digital aficionados today have moved on and have processes in place to track sales during a PR push, via analytics tools that can tell what site a visitor came from before he or she made a purchase or inquired about a product or service.”

“Without a doubt, the lines between PR and marketing have blurred, thanks to advances in digital media and a new breed of thought-leaders coming up who are questioning traditional, siloed methods.”

“Entrepreneurs on a budget can only benefit here, because they can now track the success of their PR using some of these relatively inexpensive and easy-to-use tactics and tools.”

  

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How your blog can improve your search engine ranking

How Blogging Can Help Your Company

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“Blogging frequently can contribute significantly to customer acquisition. According to inbound marketing software company Hubspot, 92 percent of companies that blog multiple times a day gain a customer through that blog. Writing multiple times per day or week might seem like a lot of work, but its value to your firm’s search engine optimization and inbound marketing efforts is invaluable.”

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“Long gone are the days of random link building and plugging in keywords tens of times in hopes of reaching higher in search rankings. That’s because Google is continually changing the algorithm it uses to offer the best possible search results. This algorithm is now sophisticated enough to recognize if a site is offering high-value content and is regularly updated, not just gaming its system.”

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“We’ve heard it before: “Content is king.” In this case, those words reign true. Producing relevant content for your target consumer and building authentic relationships with them is no longer an option; it’s a necessity. Your blog is your best tool for achieving those objectives.”

“Your content doesn’t just sit on your blog, either. It becomes material that can be pushed out on your other social media channels, creating conversations with consumers who might not be directly searching for your services.”

“Our firm has reaped the benefits of blogging first-hand. Prior to blogging regularly, the traffic rank for our site was around 20 million, which means that during a search for “Nashville PR firms” or “Nashville marketing firms” we would have been lucky to show up on the sixth or seventh page of search results.”

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“We started making it a priority to create content that we knew would be of value to prospective clients and those in our industry, and to monitor which content was bringing the most people back to our site.”

“After a year of committing to increasing our number of blog posts, we found that the topics that were viewed most frequently were those that announced job openings, offered tips for media relations, or explained the value of PR.”

“The takeaways were simple and universal. Write about the topics on which you’re an expert and convey the value your industry might add to others. That’s easier said than done, but below are a few tips for creating novel content on the fly that’s sure to increase traffic to your site and improve your rankings:

• Turn office updates into big news. Moving offices? Working with a new fancy client? Small updates can be spun into sexier topics like how your new office space reflects your corporate culture, or how a new client represents significant growth for your firm.

• Have a brainstorming session. Gathering the team to discuss interesting blog angles is well worth the time. Learning about the different projects going on is an easy way to uncover topics that might create interesting content.

• Separate the work across the office. It would be difficult for one person to create 12 pieces of original content a month. We’ve developed a system wherein each person writes one post a month, so 12 posts becomes no problem.

• Don’t be afraid to show your personality. Not every post has to be business related. Give your writers a chance to talk about things that interest them outside of the office. It might even attract a new client who does related work.

• Take a look at what you read yourself. What kind of information is of value to you? Chances are if it’s something that’s interesting to you, it’s probably the type of content that’s also relevant to your industry peers.”

CLICK ON THE LINK ABOVE TO READ THE WHOLE ARTICLE!

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Why women dominate PR

Women In PR

This Post Can Originally be found here

That women are so prevalent in the public relations business should be news to no one (especially frequent visitors to this site).

It’s a fact that women comprise 63 percent of PR specialist roles and 59 percent of PR management positions, according to the Bureau of Labor Statistics. However, many believe that females are underrepresented at the C-level in PR.

Why? Why are there so many more women working in PR than men?

The Atlantic gave reporter Olga Khazan 3,700-plus words to answer that question in a piece that was published last week. Khazan interviewed 10 women who work in public relations to help find the answer.

It’s worth your time to chew on the whole thing, but we’ll hit a few highlights for you below:

  • The media paints a glamorous picture of what comprises a female PR professional’s life. According to…

View original post 210 more words

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News Flash: You Can’t Fake Being Authentic

You Can’t Fake Being Authentic

“A lot is being said and written about being authentic these days because so many people aren’t. Think about a police chief who fudges his department’s response to a crisis. Or, government and corporate leaders that promise one thing and then do another.”

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“What is Authenticity?:

Authenticity means being real or genuine, and telling the truth. You can’t tell someone you’re being authentic. You have to demonstrate it by your behavior. You have to be who you say you are.

Employees value a CEO who is honest and not afraid to open himself up and show some emotion. We coached a senior partner of a law firm for several years. One day he was asked to speak to the partnership about what the firm meant to him.

When talking about the firm in rehearsal, he was overcome with emotion and had difficulty getting the words out. He kept practicing because we knew that once he was able to manage his emotions, he could hold his own on stage.

On the day of the meeting, Jim got through his remarks with a catch or two in his voice and just a few tears in his eyes. His ability to show emotion may have surprised some of the partners, but they were very touched by his authenticity and his love of the firm.”

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“Mingling With Employees:

When your name is on the door, you can never be just “one of the guys.” It’s a delicate balance between being aloof and developing a genuine rapport with employees.

Bill Hewlett and David Packard, the founders of Hewlett Packard, practiced management by walking around , a concept popularized in the blockbuster book In Search of Excellence . This means making spontaneous visits to employees to learn first hand what’s really going in the company and getting valuable feedback from employees. These visits are a great morale booster.

But you can’t just drop into the company cafeteria once a year and pretend that you’re interested in your employees. That’s just going through the motions. It’s not authentic.”

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“Good leaders meet with their employees regularly. One CEO we work with invites a different group of employees to dine with him in the cafeteria every other week. He learns more than he would by sitting in his office and it demonstrates his genuine commitment.

The founder and now retired CEO of Costco, Jim Sinegal, was labeled a “retailing genius” in a CNBC special about the retailer (below). A shirtsleeves leader, he spent most of his time on the road visiting his warehouse stores. He wanted to know from store managers what was working and what wasn’t. Sinegal could then apply what he learned to the entire network.”

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CLICK ON THE LINK TO READ THE REST!

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What is PR, Really? Please Discuss…

What Public Relations IS:
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““As public relations practice continues in the 21st century there is a growing sense that it needs better theory to provide a foundation and sustenance for public relations practice. Theory is not something abstract, remote from real-world — dare we say it — ‘academic’.”

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“Having good theoretical underpinnings to what you do provides firm foundations for your day-to-day activity. It enables you to say ‘Yes’ or ‘No’ quicker to whatever challenge you face. Good theory provides clarity and purpose to your mission.”

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