More often than not, I hear how public relations is undervalued. PR is dying with traditional media. PR is no different from marketing and advertising. PR does not provide a return-on-investment. However, these misrepresentations couldn’t be further from the truth. A PR strategy allows an organization to share its mission and engage with all stakeholders through different messages and communication channels in order to build relationships, drive sales or donations and differentiate from competitors. A bus wrap, blind e-blast or website banner that trolls you cannot do all of that.
Here are three public relations goals to consider working toward in 2019:
1. Define and amplify your new message, audience and communication channels.
Public relations is personal. Authentic clear messaging enables organizations to build a personality, share their story and why they do what they do, and invite stakeholders and the public at large to join the cause.
The key to message architecture is to first know your audience and second understand what each audience needs to know in order to craft the words that describe the organization’s work into individual terms. Consider what story you are trying to tell, to whom and to what end. Be mindful of trends happening in your space and socioeconomic factors and current events affecting your targets which could impact engagement, sales or donations.
Next, determine which communication channels are most appropriate to distribute each message by assessing engagement demographics for each platform. For example, a grassroots fundraising call to action may be more appropriate to share through social media and activation events whereas a higher level thought leadership stance might be more effectively communicated through traditional and trade media and speaking opportunities.
2. Get to know and leverage existing ambassadors to generate more credibility and engagement.
Many organizations don’t realize they are sitting on goldmines. They organically have access to hundreds if not thousands of individuals who benefit from their products or services who, if given the tools and training, can serve as passionate spokespeople for their brands.
Learn more about your stakeholders and their experiences with your brand. Understand how and why engagement occurs and solicit feedback for improvement. From there approach individuals and families who have success stories to share and seek permission from them to serve as ambassadors through external communication efforts. Perhaps, you ask participants to share their stories across their social media platforms using a designated hashtag or you ask a like-minded individual to join your organization’s board of directors and share your organization’s story through his or her lens of expertise in marketing and traditional press materials.
For ambassadors willing to share their stories to the public don’t be afraid to engage the media. Traditional media placements provide third party credibility for the incredible work of organizations that can be leveraged in different ways after placement in order to get the return on investment organizations seek. More on this below.
3. Integrate PR efforts into other 2019 campaigns.
The key to a successful PR campaign is to build recognition through consistent messaging and branding across all of your organization’s communication channels in print, online and verbally. This allows organizations to meet consumers where they are and helps to cut through the noise of information overload we all experience daily.
Stories pitched to traditional media can be re-purposed as blog posts, social media content and annual report stories. Traditional media placements can be posted to an organization’s website, highlighted in e-newsletters and potential partner ask packages and sent to local legislatures and leaders in your space. Messaging can be used across marketing efforts, including radio advertisements, billboards, the website and leave-behind collateral.
A single PR campaign can potentially pull expertise and resources from many departments, similar to a team sport. PR is an investment, which over time you will find is well worth it.
No matter how you choose to pursue PR, make sure you do. Wishing you a successful campaign in the New Year!
