PR is all about building relationships with the media, monitoring social media and constructing newsworthy pitches.
Here are three tips on how to get coverage for your brand – and what a good public relations agency will do on your behalf.
- Know your brand’s story and message
Storytelling is a powerful tool, which can help build on your brand’s profile and create credibility in the industry. The best kind of stories come from positive customer reviews and your experiences. The more compelling and genuine your organisation is, the more people will trust it. Tell your story to your PR agency, and they will be able to select the newsworthy and important aspects that should make up your organisation’s public image. Your PR agency will also be able to help you select your key messages. These are crucial when it comes to delivering stories to the media and the public.
- Immerse yourself with your industry
A small slice of PR is researching and reading. You’ll want to become an expert in your field, so stay informed and keep up to date with everything that’s happening in the industry. Your PR professionals will help to monitor what is being said about your company and the industry in general and give advice on any reactive PR opportunities. To help, you can set up social alerts, follow the top influencers and experts and keep close tabs on your competitors. This will help you become more knowledgeable in your industry and cement you as an expert in the eyes of the media.
- Network, network, network!
In the media business, it’s not what you know but who you know. Connections are a vital part of PR, as journalists will ask you for quotes if you’re in their contact book. Your PR representatives should be actively keeping up with industry journalists and networking with them. They should pay close attention to what stories they write and the publications they write for and build a relationship with them.
The strength of your PR representatives is their contact book. Be wise in who you select to represent you – the more contacts they have, the more likely you’ll receive coverage for your brand.