Successful public relations is all about relationships.
While securing a story in a prime publication is terrific, building solid relationships with the press is the golden ticket to getting that story published.
Think about it: Journalists receive dozens, if not hundreds,
of story pitches every day, most of them mass-produced pitches that end up in a
laptop’s trash bin, often unread.
To set yourself apart from every Mary, Marty and Michael
that pitches a story, you’ve got to earn and cultivate a trusting relationship
with the journalists that cover your beat and your business. To achieve that
goal, you’ve got to do your research and ensure that you aren’t making mistakes
along the way.
Suffice it to say that every detail matters. Here
are some ideas to consider as you aim to become a trusted member of the media
You’ve prepared and done your homework. You’re a natural in
front of the camera and a designated spokesperson, and you know your subject
inside and out.
All of which begs the question: Why should you worry and
sweat when a member of the media shoves a microphone under your chin and starts
pelting you with questions?
The interview is moving along smoothly. You’re feeling
confident and you’re articulate. You’re using all of the right buzzwords and
your colleagues are watching your interview on TV and congratulating your
shining moment from afar.
Then wham-bam-boom. The interviewer suddenly poses a
question that you want to really, really want to avoid answering. Anything but that question, your brain mutters.
In reality, this scenario happens quite a bit, and it’s all
too easy to falter when an interviewer lobs a question your way that you want
to evade. What to do?
It’s called bridging—and it works.
Rather than answering the question that you’re desperate to
avoid, you strategically pivot the interview to drive home your message.
In essence, you need a “bridge” to pull the conversation
back to the main points that you want to convey. It’s imperative that you stay
on track, remain poised and continue to deliver your key points to your captive
audience—despite the question.
By staying on topic, it allows you to control the
conversation and stick to your agenda.
The key to bridging successfully is always having a pipeline
of phrases and words stored away in your head that ensures that you can pivot
away from the ick-question and steer the interview back to the points that you
want to amplify.
If you need time to
think, give yourself a few seconds by initially responding with “That’s a great
question—one that I think about often,” and then provide a “bridge” statement
that can start with “What’s important to remember…” or “Let’s not forget…”
both of which are transitions that allow you to tailor your answer with
compelling information that effectively articulates your main points and speaks
to your audience. Just remember that everything is on the record and it’s crucial
to tell the truth.
And why’s it important to the success of your business?
There’s a better way to boost brand awareness that doesn’t
involve paid marketing, namely advancing your public relations efforts using
earned media management as part of your key messaging and storytelling
Earned media management is focusing on journalists,
influencers and consumers to promote your brand through word-of-mouth, news
coverage, shares on Facebook, retweets on Twitter, and website comments and
feedback. It’s publicity that’s created by a third party – and it’s free.
And while it’s not rocket science, engagement is key, as is
creating compelling, relevant and informative content for your brand – stories,
posts and tweets that are share-worthy.
And building online relationships with your core audience is
vital, as those are the people who will help you expand your reach.
Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.
of a product or products that you gravitate toward. Maybe you like Nikes better
than New Balance. Maybe a Dodge product means superior quality in automotive
Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.
Do you know why (and how) you draw the conclusions you do? Do you understand what made you choose your last purchase over competitors’
Branding helped you choose. Branding is why
“Band-Aid” brand is so recognizable (though there are plenty of other
adhesive bandages to choose from). There are too many soda options to list
here, but pretty much everyone on the planet knows what Coca Cola is, and their
sales continue to stay strong.
Branding your agency is critical. It does not have to cost a
lot of time or money, but it does require some thought and intention. Here’s a
bit on branding in 2019. No one writes the rules and none of the rules are
anchored in stone. But being mindful of what to consider when branding your
agency – which is the public’s perception of you – helps you hit the branding
Refresh your social media strategy with these 14 ideas
Not everyone is comfortable building a social media strategy
or social media platforms to promote their agency. Many businesses don’t know
where to start; other businesses get it started, but can’t seem to find the wherewithal
Still others feel like they have “their arms wrapped
around it” – and do it well enough – only to learn that their strategy and
content is dated.
Social media is a living (almost breathing) organism. It’s
something that needs tending to, needs to be revisited and, at least once a
year (preferably more often) completely revisited.
The good news is that you don’t need to reinvent the wheel. A solid social media campaign can be refreshed with a few new thoughts.
What’s the deal with land surveys? Land
surveys are a valuable tool that help real estate deals close with
confidence – for all parties. The National Society of Professional
Surveys notes the value of proper land surveying.