A PR strategy is a fantastic way for a brand to develop its online presence, improve its reputation and even attract new customers. However, as the media world continues to change, and the preferences of consumers transforms with it, sometimes companies need to refresh their PR strategy to get the most out of each campaign.
Of course, refreshing a strategy isn’t always easy. It’s important for businesses to know what kind of questions they should be asking themselves as they assess the potential of their current PR techniques and set plans in place for the future. Here are some basic considerations to keep in mind.
1. Is the Brand Identity Obvious in Both the PR and Marketing?
Today, PR and marketing are becoming more closely intertwined all the time. It’s important to make sure that a company’s brand identity is evident not just in their marketing strategy, but also in their press releases too. Maintaining the same consistent tone and image online is what helps businesses to establish a lasting connection with their target audience. If the message seems to change from one channel to the next, customers become confused, and they struggle to feel loyalty towards the brand.
2. Is There a Crisis Management Plan in Place?
No matter how great a company’s PR strategy might be, it’s always important to have a crisis management plan in place to ensure that the business is ready to deal with anything. Something as simple as a poorly chosen word in a social media update can be enough to spark public outrage in this modern and digitally-connected world.
Fortunately, a crisis plan doesn’t have to be overly-detailed to be effective. They should simply identify the key vulnerabilities of the company, and what that business needs to do in a crisis.
3. Is Influencer Marketing Available?
For companies refreshing their PR strategy, now could be the perfect time to start thinking about the benefits of influencer marketing, and what it can do to help modern brands thrive. Influencer marketing is an increasingly popular way for companies to make a lasting impression on their target audience. Around 92% of customer say that they trust the words of an influencer more than the traditional messages delivered in advertisements.
Companies don’t necessarily need to invest in celebrities to benefit from influencer marketing either. Micro influencers with just a few thousand followers can be enough to help a company boost their credibility and attract new customers.
4. Is the PR Plan Optimized?
Finally, in today’s competitive business world, it’s important for companies to make sure that they’re doing everything possible to get their message across in a memorable way to their target audience. PR in the modern world has evolved far beyond events, press releases, and media relations. Today’s PR plans also include video, blogs, photography and countless other types of media.
What’s more, PR strategies like articles, press releases, and even videos need to optimizing for the digital environment. Keywords and phrases can help PR campaigns to get the attention they deserve.
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