Written by: Annette Densham, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
One of the biggest problems with PR is that there are no guarantees.
Unlike advertising, the choice to run a piece or content is not up to you. It's up to the editor or producer.
They could say 'yes' to running it and change their minds. It can be frustrating and irksome, especially when you've done all that legwork.
The power of PR comes from having a strategy and a plan, especially one that encompasses more than one PR tool.
When I first started in the media, PR tools were:
media releases (sent by snail mail or fax)
media junkets
phone; when we used to actually talk to each other
press conferences
Nowadays, there are so many ways to share a story. Consider adding these to your PR strategy. Think of it like dropping breadcrumbs. The more different crumbs you drop, the more people you reach. PR is no longer just about media coverage; the internet and digital platforms changed all that.
PR is a vital tool in the marketing toolkit. No matter what you sell, your primary job is getting leads and closing sales. If no one knows who you are because you don't like promoting, selling, or marketing, then it's hard to grow and make money.
PR is not about you. It's about building awareness amongst your target audience so they know what you do, like how you do it and trust your brand enough to hand over their hard-earned money.
Try these 🔧 🔨 tools
Influencer marketing. There's some great platforms like The Right Fit where you can pay a fee to search their influencer database, hire a PR who specialises in influencers, or use social media to do your own research.
Paid PR. There's many, many digital publications online who offer paid placement. Otherwise known as 'advertorial'. This tool enables you to control the message and content while leveraging the publication's audience and credibility. If you do use this option, try not to make it too salesy; tell a story.
You can also pay to be a regular contributor to some digital publications like Forbes, Brainz, Disruptor. This guarantees you a regular column. But to get value out of this investment, make sure you have a leverage strategy in your PR plan.
Article contribution. Google those words and 1000s of sites will come up – all looking for regular content. There are oodles of sites across different genres, topics, and niches. Most include guidelines for the content they want. If you follow these, you'll be able to regularly share your thoughts and ideas on these channels. Remember, leverage is your friend. When you've been published, share the link across all your owned and shared platforms.
Awards. At the heart of PR is third party credibility. The reason publicity is so powerful is having someone else say how incredible your products are or your service is the market leader. Awards are a great credibility building tool. Select a few reputable awards programs to enter in 2022 to shine the light on what your business does best. When you make the finals or win, don't be shy; share your success.
Podcasts. This comms channel is perfect for busy people who don’t have time to read. Podcasts are a more intimate and personable way to get your message out there. Search Facebook for groups dedicated to podcasting ops. Google podcasting to seek out databases and subscription sites. Put calls out on LinkedIn or in Facebook groups. I'd start with a one-sheet or media kit that summarises who you are, what you do, and your key topics to make it easy for the podcaster to get a handle on you.
There's still value in the good old media release, but don't rely on it because there's no guarantees you'll get picked up. Having a diverse strategy that recognises the different platforms your audience is on and their desire to build a connection with you means they have to see and hear from you regularly and consistently. Factor in repurposing content and these PR tools, you can be Googlicious – dominate searches organically and positioned as a market leader.
Annette Densham, Executive Contributor Brainz Magazine
Multi-award-winning PR specialist Annette Densham is considered the go-to for all things business storytelling, award submission writing, and assisting business leaders in establishing themselves as authorities in their field. She has shared her insights into storytelling, media, and business across Australia, UK, and the US speaking for Professional Speakers Association, Stevie Awards, Queensland Government, and many more. Three times winner of the Grand Stevie Award for Women in Business, gold Stevie International Business Award, and a finalist in Australian Small Business Champion awards, Annette audaciously challenges anyone in small business to cast aside modesty, embrace their genius and share their stories.
