But who is Gen Z, and how can we reach them best? The secret lies in understanding their unique characteristics and developing PR communications strategies with them in mind.

Who is Gen Z?

Gen Z (aka the “Zoomers”) is comprised of people who were born approximately between 1997 and 2010. This generation is between that of Millennials and the new kids on the block — Generation Alpha — and their parents are usually members of either Generation X or older Millennials.

So, from a communications standpoint, what do these demographics mean for marketing? One of the most notable things about Gen Z is that they were the first generation to grow up with widespread access to the Internet, smartphones, and social media. They also tend to spend a lot of time on these platforms.

To Reach Gen Z, Stay on Top of Social Media Trends

Studies show Gen Z spends more time on social media than the American adult population on average. In one survey, 54 percent of Gen Z respondents said they spend four or more hours on social media every day, and only four percent say they use it for less than one hour per day.

Members of Gen Z also tend to spread their attention across different platforms. According to another survey, over 80 percent of American Zoomers watch YouTube on a monthly basis, and the same amount visit TikTok and Instagram. In case you’re worried that Facebook is fading away with this demographic, more than half of Gen Z still use it.

Since Gen Z is made up of digital natives, they tend to engage more with quick, funny, engaging content from brands. In general, they boost posts that allude to popular culture and participate in viral trends. They also like posts that demonstrate authenticity — those that show the realities of people and organizations behind the scenes. To reach these users, marketers and PR professionals need to stay on or ahead of these curves.

To Reach Gen Z, Prioritize Corporate Social Responsibility

As a McKinsey & Company report explains, “Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse.” In consequence, many members of Gen Z want to help forestall climate change and move the needle further toward equality. To cite McKinsey again: “More than any other generation, Gen Z collectively demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices.” 

Gen Z is therefore deeply concerned about what big corporations are doing when it comes to climate change, wage gaps, and political donations. Research shows that Gen Z prefers businesses that demonstrate Corporate Social Responsibility (CSR), with over 90 percent of respondents reporting not only strong feelings, but also a willingness to hold companies accountable.

As to how they hold these companies accountable, the short answer is by doing their homework. Members of Gen Z are quick to look claims up on their smartphones to double-check their veracity. This is not to say Gen Z tries to catch people out on lies — that’s not their intention — they’re just the first generation to have the resources to hold every person or company in the media to a certain standard. If that isn’t met, they will let you know.

In short, to win their support, your company has to help the world, not hurt it, and words about CSR need to be accompanied by corresponding actions. 

To Reach Gen Z, Don’t Perpetuate Bias

Given Gen Z’s sensibilities, brands also can’t afford to continue trading in outdated stereotypes and discriminatory messages. These risk marginalizing your brand to only the small percentage of Gen Z that continues to adhere to conventional ideologies of previous periods.

In particular, the women of Gen Z are finding their voices. For example, many no longer automatically blame the woman during public controversies. Consider the breakup of actress Sofie Turner and musician Joe Jonas. While Jonas’ team tried to paint Turner as a party girl who isn’t involved with her kids, Gen Z users took to the Internet, dug up videos that contradicted that portrayal, and took this story down with a few TikTok videos. As a result of the subsequent backlash, Jonas needed to distance himself from these previous claims.

Brands should keep this climate in mind while developing their messaging. When promoting weight-loss products, for instance, make sure to stay body-positive, and be conscious of any kind of nepotism to avoid embarrassment. Don’t promote a millionaire as self-made if they actually come from wealthy parents! 

If you want to position your brand as promoting equality, make sure to check what political donations it has made. If these aren’t in alignment with the Gen Z audience you’re trying to reach, they can make your brand’s marketing look disingenuous.

An Emerging Force for Good

Gen Z stands for the environment, equality, and humanity. They are a massive force on social media and in consumer markets, as well as for elections. As more and more of them enter adulthood, their influence will continue to grow.

Brands need to consider Gen Z in their marketing and PR strategies or risk being ineffective, embarrassed, or even exposed. To win this generation over, communications professionals will need to rethink business as usual.

The post Using PR to Reach Gen Z appeared first on SiteProNews.

What to Think of in a Crisis Response

The first step in planning a crisis response is recognizing the potential crises that may arise. Of course, a business probably should not be able to plan for specific incidents — if they are, it’s something to fix before it ever gets the chance to become a crisis. However, what businesses can prepare for are general types of crises. For example, a business can prepare plans for an organizational crisis spurred by controversy or a technological crisis caused by an unexpected security breach.

Timing is one of the most important things a business must consider when developing a crisis response plan. When faced with a crisis, a company must be prepared to jump into action immediately. Failing to provide a quick response can make it look like stalling, which could have an even more detrimental impact on an organization’s reputation than the crisis itself. As such, business leaders must prepare their crisis response plans during a time of relative calm because it is often too late to plan when they are in the throes of a crisis.

Another critical consideration in a crisis response plan is the composition of the organization’s crisis response team, wherein each team member should be designated with specific roles and responsibilities. Perhaps the biggest responsibility that must be delegated is the company’s spokesperson. A spokesperson can be anyone in the company, from the CEO to a communications director, legal counsel, or even someone else designated as the point of contact for communications. This individual is responsible for routing communications, which is essential to ensure consistency in the messaging the public receives. 

Components of a Crisis Response Strategy

Once these considerations are implemented, it is time for the business to begin designing its communication strategy. Some of the key factors to include in a crisis communication strategy include:

• Objectives: A crisis response plan should have a clear set of objectives defining a successful response. Although it can be hard to identify specific metrics for success without knowing the specific obstacles, setting achievable goals, such as a particular percentage reduction in the amount of negative feedback, can allow organizations to prepare for what they need to do.
  
• Key messages: The most important part of formulating a crisis response plan is determining the key messaging. Considerations a company must consider when developing what message they want to present include consistency, accuracy, and relevancy to the crisis at hand.
  
• Audience: A business must identify the target audience for their crisis communications. In some crises, the audience will be the general public, especially if it is a high-profile, public blunder. In other cases, the crisis might be more internal, and the audience is simply employees or stakeholders. Approaching the wrong target audience can create an even worse crisis, such as what happened with Silicon Valley Bank.
  
• Communication channels: The audience will also determine the communication channels the organization will use for its crisis response. Depending on the audience a brand is trying to reach, methods could include press releases, social media, press conferences, television appearances, and more.
  
• Protocols and procedures: Finally, a crisis response plan should include particular protocols and procedures on how the team will handle the response. For example, how should an individual respond to media requests for comments if they are not the spokesperson? How will sensitive data be managed so it is not leaked to the press outside the desired timeline? Setting these procedures in advance will ensure everything goes as smoothly as possible.

Adjusting a Crisis Response to the Circumstances

That being said, businesses need to maintain a level of flexibility with their crisis response. It is impossible to plan for every variable in the circumstances, and trying to make a plan conform to situations that do not fit could set a business up for failure. Instead, it is better for a business to form a general framework for its response that can be adjusted to the unique circumstances of whatever situation may arise.

Once a business has developed a crisis communication plan, it is important to see how this plan would play out in action. Some organizations may find success performing mock exercises to simulate how they and their team would respond when faced with an actual crisis. Of course, this should be done quietly and confidentially, as simulations — no matter how well-intentioned — could cause suspicion to arise among the public. However, when done correctly, mock exercises can be an excellent way for organizations to test and adjust their crisis communications strategies.

Businesses must also adjust their crisis response based on lived experience. No matter how well one plans, things will rarely (if ever) go according to plan, and companies must understand that every crisis is a learning opportunity. The public is quick to forgive and forget a single mistake, but if a business gets caught making the same mistake time and again, it will hurt the public’s trust in the organization. Thus, by adjusting their future crisis response plan based on what worked (and what didn’t), businesses can be better prepared to handle future situations.

In an ideal world, businesses would never have to deal with crisis communications, but we all know we do not live in a perfect world. By preparing a crisis response plan well in advance but maintaining flexibility when a crisis does arise, a business can be better prepared to handle even the most unexpected situations that may present a challenge.

The post How to Write a PR Crisis Management Plan appeared first on SiteProNews.

“Barbie” is a prime example of a movie whose success was driven by its ability to go viral. The sensation that “Barbie” became was thanks to a combination of the audience’s appreciation for its IP, the “girl power” effect, and the marketing and PR teams’ extraordinary understanding of the audience. 

The PR campaign turned seeing “Barbie” at the theater into a genuine event. People came out to theaters dressed in their best pink outfits, and many even saw the also-successful “Oppenheimer” in a phenomenon dubbed by many as “Barbenheimer.”

What “Barbie” revealed about PR

The success of “Barbie” exposed an unfortunate truth about the PR and marketing industries: many brands — even ones that serve a primarily female audience — tend to belittle the needs and interests of women. Taking film, for example, there have been many successful films aimed at women, such as the “Twilight” or “Fifty Shades of Grey” franchises, but these were largely dismissed as “chick flicks” seen as “less than” the male-oriented blockbusters that often dominate the conversation, even if they made more money.

On the other hand, “Barbie” was not presented in this way. Instead, it was shown as an ambitious, idiosyncratic, and — most importantly — fun movie that wasn’t just made for girls. That Warner Bros. and the filmmakers pulled this off is an impressive feat in and of itself, considering that Barbie dolls have long been relegated to the girls’ toys aisle in stores. Yet, the “Barbie” movie’s marketing and PR managed to convince men and women alike that they were in for something intelligent, hilarious, and provocative in all the right ways.

Another aspect that helped “Barbie” stand out from other tentpole film releases is how it subverts expectations, especially regarding gender roles. In many instances in the media — even if it is aimed at women — women are seen as chasing the man. However, in “Barbie,” Ken was desperate for Barbie’s attention, and she didn’t care; he wanted more of a voice, and she didn’t notice him. This allowed the film to offer something unique and thought-provoking for women and men alike, which the PR campaign fully capitalized on.

At the same time, women of all ages connected with the film’s empowering message about pursuing their dreams and interests. In the film’s finale, Barbie — in a moment reinforced by the Billie Eilish song “What Was I Made For?” — realizes that she doesn’t want to be restricted to the path she was prescribed by life as “Stereotypical Barbie,” and that she instead wants to forge her own path.

In this way, the movie does something that even the iconic toy brand could not do. Although recent decades have seen a diversification in the types of Barbies offered, they are still confined to their labels. One character in the film even points out that while Barbie dolls may have been designed with the intention of empowering women, some of them have had the unintended consequence of creating unrealistic standards for women and their self-image. The movie’s self-awareness allowed it to break barriers that other films have not been able to overcome. 

The lessons that communications professionals can learn from the success of “Barbie”

The “Barbie” PR team also didn’t falter when it came to consistency in their messaging on the press tour. They went all-out on bringing the world of “Barbie” to real life, from renting a
“Dreamhouse”-esque mansion to hold interviews in, to having star Margot Robbie decked out in an all-pink wardrobe, and having Ryan Gosling answer in cryptic, coy answers, very few films have created a brand identity this cohesive.

However, it wasn’t just the movie’s PR campaign that was unique; “Barbie” caused an entirely new zeitgeist in the public relations sphere. Pitches went out with topics like “this Barbie is a lawyer” or “how to know if you’re ‘Kenough’” — even from people who were not involved with the film industry — because of how much the pop culture conversation was dominated by all things “Barbie.” People in various industries, from finance to human resources, found ways to spin “Barbie” content and themes into something relevant to their expertise for a PR campaign. 

Other brands also took advantage of the “Barbie” hype train through product placement and tie-ins. Although these investments in an untested IP are risky, brands believed in the power of “Barbie,” which paid off in even greater ways than they could have imagined. It has been a long time since crowds were actively obsessed with seeing a movie, and brands that put out “Barbie”-themed promotions had a crowd eager to buy whatever they put out, from pink ice cream at Cold Stone to special pink Crocs and “Jibbitz” with the logo and imagery from the films.

“Barbie” is unique in that it not only became the biggest movie of its moment but also a cultural zenith in its own right. From its own campaign to opening the door for business leaders to start their own “Barbie”-fied thought leadership campaigns, there is no overstating the PR power of “Barbie.” Communications professionals will be learning from the success of “Barbie” and trying to replicate it for years to come.

The post The PR Power of Barbie appeared first on SiteProNews.

While media placements are a significant part of a PR strategy, they are not the be-all and end-all. A comprehensive PR approach must include storytelling, brand recognition, thought leadership, and many other factors to be truly well-rounded and effective. A successful PR professional knows how to leverage all areas of coverage and multi-channel marketing for their clients and think beyond media placements. 

Communicating with Critical Audiences 

PR is all about getting the right information in front of the right people and the right time. These critical audiences can be reached through traditional media, but there are also other avenues for reaching these targets. The best PR takes a holistic approach to getting one’s brand media attention and in front of the right audiences. 

Nuance plays a significant role in PR. While stacking up media mentions can feel good, having a nuanced approach to where those mentions are and how one’s brand name is featured can make the difference between effective PR and mentions that simply pile up with no movement of the needle. 

Thought leadership and OpEds are two ways that people can reach and engage with just the right audience for their brands. By positioning oneself as an expert in a field or one who has leadership qualities in a certain niche, the quality of the placements starts to take precedence over the quantity. People will begin to associate the brand name or the client’s name with certain ideas and guidance, and that can elevate that client’s status within their field — even outside of a large quantity of media placements. 

The critical audiences that we mentioned are often clamoring for thought leadership pieces, as they are seeking out opinion pieces and niche market insights. If clients are seeking a direct line to the most impactful target markets, thought leadership and OpEds may be their ticket. 

Building Relationships with Stakeholders 

Many leaders in client organizations or even within communications and marketing departments may believe that PR is simply media placements as well. To educate stakeholders across all channels, the PR professional must focus on building relationships with those key people. 

PR professionals should go into a relationship focused on building an appreciation for the multi-faceted role of PR by highlighting the work they have done for other successful campaigns that went beyond simple media placements. This can include thought leaderships that have been built, events, or increased sponsorships gained for clients. 

Additionally, PR professionals need to be ready to explain the value of different channels to stakeholders. A client may not understand why it’s valuable to have their product mentioned along with other products for a gift guide or why it’s sometimes necessary to do non-promotional, bylined pieces. 

The role of the PR expert is to explain to stakeholders how these moves elevate their brand, get them noticed, and establish them as important people or businesses to watch.

Multi-channel Options 

We have talked about thought leadership, OpEds, and non-promotional expert pieces, but what about other options for PR that go beyond media placements? 

Events are a great way to get one’s brand seen and noticed. Whether a client is hosting an event or taking part in someone else’s event, getting coverage of the event can be a game-changer for a client, especially if they are just getting their brand off the ground.

Sponsorships, like events, can elevate a brand quickly and get their name in front of the right people. Podcasts are incredibly popular today, with 464 million worldwide listeners, so landing a sponsorship on a prime podcast where the brand and product are mentioned can be a huge win for a client.

Influencer marketing is also relevant. There are some social media platforms such as Instagram and TikTok where influencer marketing has shaped the way people make purchase decisions or develop loyalty to certain brands. 

Messaging that Resonates

When it’s all said and done, PR is adaptable to the needs and desires of the client. When a client first sits down with their PR professional to hash out their strategy, the publicist should know which channels and approaches will work best for that client’s niche market. 

The most important factor in PR is to spread a message that resonates loud and clear with the right people. Getting media hit after media hit can be great, but if it’s not the right media or the right audience, the numbers mean very little. 

Considering options that go beyond media placements allows a message to grow, adapt, and influence in several places. When both the PR professional and the client are willing to diversify coverage, the results can be better than the client ever expected, and the intended messaging can be heard loud and clear.

The post PR Beyond Media Placements appeared first on SiteProNews.

In my experience, the answer boils down to the following: being proactive, practicing emotional intelligence, demonstrating good character, and adapting to feedback from the public.

Be Proactive

First and foremost, it helps to have a crisis communications plan in place before any such emergency happens. This document should outline who the appropriate spokesperson or people should be and procedures for other staff to follow should they receive inquiries from outside the organization.

In addition, the entire staff should already have received thorough training in this plan so everyone knows who is authorized to comment to the media and answer questions. Consequently, they will readily direct inquiries to the right spokespeople and refrain from making public statements themselves, meaning there will be less risk of a team member making erroneous or unhelpful comments based on incomplete information.

If you or your organization doesn’t have a crisis communications plan, it’s crucial to develop one without delay. By definition, emergencies don’t arrive on schedule — they tend to emerge when it’s most inconvenient. The good news is that crisis communications and public relations experts can help you create a customized strategy for your organization as quickly, efficiently, and effectively as possible.

Practice Emotional Intelligence

Sometimes, you won’t know the facts of the matter right away. In cases like these, stay calm. 

Crises are hard on everyone involved, so practice self-compassion and handle any difficult emotions before engaging with the rest of your team. Once you have returned to a calm state of mind, set about collecting information.

Meanwhile, given our fast-paced world, it’s essential to still be transparent, so communicate internally to craft an appropriate message to share with the public. For instance, you could explain that you aren’t in full possession of the facts yet and your investigations are ongoing. 

You could also explain that you don’t want to say anything that might turn out to be inaccurate later, so that’s why you don’t want to say anything more. This demonstrates your commitment to communicating promptly and honestly while giving a good reason for not answering in-depth questions. Many people will grant you the benefit of the doubt if you can present solid grounds like these.

Hopefully, in the course of your investigations, you will discover information that exonerates yourself or your organization. Let’s turn our attention to the worst-case scenario, however. What should you do if you or your organization really are to blame?

Demonstrate Good Character

Many people will feel tempted to hide the truth when that truth casts them in a negative light, believing they can cover it up and continue as though nothing happened. When the bad news comes out, however, it’s often this coverup that outrages the public most. The original incident almost pales in comparison.

Why? The original problem may have been due to poor judgment, but everyone makes mistakes. Choosing to deceive, however, is a character flaw. 

When the coverup is discovered, the public’s trust is irreparably harmed, and the person or organization is unable to recover its reputation. Just as in personal relationships with friends and family, the second you lie, you change the other person’s image of you. From that point on, part of them will probably doubt you.

When deciding between coming clean and lying, it’s best to do the former. While the bad news may seem difficult to overcome on its own, trying to hide it would only allow the issue to fester while adding a lack of honesty.

On the other hand, having the courage to be honest and admit errors is a sign of good character. Apologizing, coming clean, and expressing disappointment in oneself — while it might feel embarrassing — demonstrates that you have the courage and strength to take personal responsibility. The public finds it easier to forgive those who take this stance rather than those who try to escape their rightful share of blame.

That said, only apologize if you or your organization truly were at fault. Apologizing when one hasn’t done anything wrong can make one appear weak. According to psychologist Beverly Engel, you may apologize to try to be nice, but recipients can interpret you as being ineffective and unconfident instead. In addition, apologizing only to take it back later can land you at the bottom of an even bigger hole. Luckily, Harvard Business Review has published a helpful guide that can help organizations decide whether to apologize and how.

Monitor and Adapt

The last step is to monitor the public’s reaction. Since audiences are usually far from homogenous, you can expect responses that run the gamut from supportive to intensely critical. This phase requires being willing to listen to negative feedback and adapt accordingly, refining your messages and planning further to achieve your goals.

I won’t lie — if that sounds challenging, that’s because it is.

That’s another reason why relying on the advice of experienced public relations professionals can prove indispensable during these challenging times. These experts can coach you every step of the way, not only giving you guidance and support, but also supplying you with the exact language to say given your particular circumstances. Since they keep their hands on the pulse of public opinion, they understand best how to maximize your chances of recovering your reputation.

Emerging Stronger than Ever

While breaking bad news to the public can feel like the end of the world, the good news is that it doesn’t have to be. With the help of public relations experts, you and your organization can solve the problem, reforge your reputation to make it stronger than ever, and move on.

The post How Spokespeople Should Announce Bad News appeared first on SiteProNews.

While most brands tend to only seek out PR when announcing a new partnership, product, or service, the most well-known brand names utilize their PR strategies 24/7. Promoting your brand in this way takes a lot of savvy, and as an avid pop culture fan, I often turn to a handful of successful entertainment icons for inspiration. 

I’ve admittedly been a die-hard Swiftie since Taylor Swift dropped her debut album in 2006, but today I’m a fan of more than just her music. I can guarantee that you will be hard-pressed to find a more impactful and effective public relations campaign than those attached to Swift’s name and brand. 

Even if you’re not a mega entertainer or lifestyle brand, you can still take a tip from Swift’s PR strategy.

Taylor Swift’s PR Tells a Story

A PR strategy is the roadmap for your company’s ongoing story. It sets the foundation for everything, from creating and executing a communications plan to authentically engaging with your target market. At its core is one simple concept: you need to tell a story that resonates with your audience.

Swift’s PR is a reflection of her knack as a master storyteller. In all of her lyrics, she is actively involved in crafting her brand and communicating with her fans. While each PR move is carefully calculated, it still remains genuine because she has cultivated a fan base that is extremely invested in her life and the stories she tells.

Taylor Swift’s PR Strategy Builds Relationships

PR is a process — not a one-and-done event. It’s about building relationships through an ongoing story, rather than simply pushing out another press release and calling it a day.

As a brand, you can use PR to build relationships through establishing consistent communication, listening, sharing information, and growing trust. This is a proactive process. Look for opportunities to connect with your audience — whether at an event or via social media — and then take action.

Swift works with her team to engage her fans with fun hidden Easter eggs in everything from her social media posts to the outfits she wears, to her music videos, and even her song lyrics. For instance, she recently left Easter eggs hinting that she would announce the re-recording of her album “1989” in the music video for “I Can See You (Taylor’s Version) (From The Vault).” An Easter egg in the form of a road sign that read “I-9 89 TV” created excitement among the fandom and helped Swift set the stage for her announcement of the album shortly after. 

This level of detail in her messaging demonstrates to fans that she is just as invested in them as they are in her.

Taylor Swift’s PR Strategy Involves Consistent Branding Across All Channels

PR professionals understand that ensuring branding remains consistent across all channels is key to building trust with any audience. If you are consistent and authentic in how you represent yourself, your audience will be equally as consistent and authentic in how they perceive you.

Having attended both The Eras Tour and The Speak Now World Tour in 2011, I can attest that while Swift’s branding has remained strong and consistent throughout her career, it has still made the necessary adaptations as both she and her fans have grown. Her branding has remained constant in that she has stayed vulnerable, authentic, and bold with her music and moves as an artist, but has adapted over time to better reflect her own life and who she has become through growth and change.

Swift is known for adjusting her brand’s aesthetic through shifts in different musical genres, but still maintains her individual artistry. She has even used her different musical “eras” as PR moves themselves, using each one as a means to step into a new genre or stage of her life. 

By leaning into these different “eras” of her musical career, Swift has not limited herself to one image or space when it comes to being an artist. Instead, she uses a color associated with the album to help illustrate the album’s overall aesthetic and theme, such as red for the album “Red (Taylor’s Version)” and black for the album “Reputation.”

Taylor Swift’s PR is Authentic

When building a brand, it’s important to remain genuine, transparent, and human. Showing that you’re a person with feelings builds trust and rapport with potential customers, and lets them know that they’re not just another cog in an impersonal machine.

Back in 2016, when Kanye West made it a trend on social media to #cancelTaylorSwift because of her public disapproval of the inclusion of a derogatory lyric in his song “Famous,” Swift responded with the album “Reputation.” As a lyricist, she writes about her experiences honestly and lets her music speak for itself. Her songwriting forms the foundation for an honest and authentic PR strategy.

Successful branding does not happen overnight. It is the result of careful planning, original storytelling, consistent messaging, and proactive relationship building. 

Most recently, Swift’s Eras Tour pays homage to the fan support she received as she re-recorded her past work. These new recordings communicate that her work belongs to herself and her fans, and the Eras Tour celebrates the success that has come from decades of support. 

Swift’s Eras Tour is a prime example of how consistent, long-term, and authentic PR pays off. It conveys her message that she and her fans are “in this together.”

The post How Taylor Swift Mastered Her PR Strategy appeared first on SiteProNews.

PR is an essential part of a comprehensive communications strategy that should also include branding, marketing, and advertising. It also stands on its own, helping brands grow in ways the other three can’t. Unlike these other three approaches, PR isn’t a direct sales pitch. It boosts your business’s social proof and gives your spokespeople chances to demonstrate their expertise, character, and goodwill, creating a backdrop of credibility against which your sales pitches will tend to be more successful.

Understanding the Timeline of PR

First and foremost, PR takes time, especially if you’re starting with little to no brand identity. While good PR agencies can start securing your coverage in as little as a month, keep in mind that your organization and spokesperson will not become famous overnight.

For at least the first three months (and probably longer), your PR team should focus on building media relationships in your specific industry and location, increasing your SEO through targeted keywords in indexed articles, and securing interviews for your spokespeople in niche outlets. These preliminary efforts will develop your brand’s credibility and make it more trustworthy.

Some clients only want large mass-market publications and have no interest in smaller trade publications, but PR is a cumulative process. The longer you do it, the better. Appearances in lower-level outlets gradually give way to those in mid-level outlets, which creates a heightened digital footprint.

Amass enough coverage in these mid-tier outlets, and top-tier ones will start paying attention. The more time you put into PR, the more coverage will demonstrate your company’s value and credibility, and the more top-tier publications will feel inclined to feature it.

Sometimes, small or niche trade outlets are the best place to connect with your target audience, so reaching these people could mean a greater ROI for your PR campaign. As a result, when clients are closed-minded about smaller outlets, it often inhibits their PR efforts, leading to lackluster results. Put in the time, and trust the process.

Be Open to Ideas

It’s critical to remember that PR is different from marketing. The first thing your PR team will do is learn everything they can about you in order to craft the most compelling stories for your target audience. For these to be effective, you should provide not only your standard marketing copy and branding book, but also different kinds of information that go beyond this.

For instance, your PR team will want real, authentic stories that can relate to people on a human level, such as those about the struggles your founders had to overcome to launch the business. They will also want actual examples of problems your organization has solved, as well as the challenges these presented. They will consider your spokespeople’s backgrounds, identifying how their expertise may be of service to the public. In each case, they’re going to press you for details. 

PR professionals have relationships with the press and understand how to get them to cover you. The fastest and best PR teams can generate a whole list of ideas for potential angles in only a few days. In some cases, these angles may ask you to open up and get transparent about your business. Be open to these ideas and listen to your PR team. 

In my experience, some clients want to play it safe and distribute nothing but their marketing materials, hiding behind a screen of pre-vetted language and images. In most cases, however, this black-and-white approach won’t work — it’s not the media’s job to promote your company and disseminate your marketing materials. In addition, if the client has a certain idea of what they want without understanding the media landscape, they can hinder their PR team from getting creative with positioning to land placements effectively.

That’s why clients who try to railroad their PR team’s process have a more difficult time garnering media coverage than those who rely on their PR team’s expertise. Trust is a crucial component and competitive advantage.

Be Willing to Fit into the News

One of the ways PR professionals secure coverage for you successfully is by “trend-hacking” the news cycle, which is only about 48 hours long, meaning it moves fast and changes constantly. If something big happens, that story will take over the headlines for all kinds of publications — even those in the lifestyle or other niche spaces. These stories nudge everything else aside, even articles reporters had been working on for weeks.

Given this environment, the trick to gaining coverage is to find ways to connect the business or spokespeople to trending stories in a positive way. For this reason, keeping up to date with the news in every vertical — from tech to lifestyle to business — is another big part of PR professionals’ job. A strong PR team will always be on the lookout for ways to weave you into the big news of the day.

If your team succeeds and a reporter wants to interview you about something connected to the news, remember that this isn’t a chance for your spokespeople to launch into self-promotion for the brand. Again, marketing materials and messages wouldn’t be appropriate and wouldn’t serve you well in this circumstance. Rather, timely news-based coverage is an opportunity to be of service to the community by demonstrating your expertise, character, and goodwill.

For example, one of my clients has a flooring business. While flooring isn’t always in the news, due to his expertise on other general design, business, and architectural topics, I’ve been able to leverage trending stories to secure him many top-tier wins in his preferred outlets. This has helped him directly with sales and credibility at trade shows.

As this example illustrates, these PR efforts raise your brand’s profile, as well as that of your spokespeople to position you as a leader in your industry. It’s only natural that, when people are making purchasing decisions, they want to buy from the best. Effective PR builds your case for being the best.

PR’s Unique Approach Brings Unique Benefits

Conducting PR can help you connect with audience members who are skeptical of your advertising and marketing strategies. Since PR efforts are indirect, they skirt around consumers’ defenses and appeal to them where it matters most — on a human level — but since PR isn’t marketing and advertising, it requires its own unique approach.

The good news is that, if you put in the time, trust your PR team, and approach PR as PR (rather than another sales or marketing initiative), you can expect not only a heightened profile, but also the benefits one brings.

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However, the art of forging these connections goes beyond a mere transactional exchange of information. It involves a careful blend of research, respect, timing, and appreciation. 

Do Your Research

Knowledge is power. It is an invaluable tool, guiding your path toward meaningful connections. Before contacting a journalist or media professional, always do your research by diving deep into their work, their beats, and their unique approach to journalism. This isn’t just about becoming familiar with them — it’s showing them how much you respect their time and work, but also that you respect their expertise and have a genuine interest in their contributions. 

To better connect with journalists and media professionals, you must understand what types of topics they like to cover, and if they have any areas of specialization. This foundational comprehension forms the backbone for creating future pitches that seamlessly align with their passions and preferences. 

More importantly, look into their preferred angles of interest. Referencing their recent work in your initial conversations with them shows that you’ve done your research and strengthens your commitment to a mutually beneficial relationship. The dedication you invest in comprehending their world serves as the cornerstone for building rapport. 

Mention Their Recent Work

By mentioning a journalist’s or media professional’s recent work, you’re showing them that you’ve researched them and engaged with their most up-to-date content. If you can comment on their platform so that your name starts to become familiar, do so, and if they have a social media account, be sure to follow them and like, comment, and share their content. The point isn’t to create superficial connections, but rather to foster a genuine relationship based on authenticity. 

When reaching out to these contacts, compliment their recent achievements and consider showing appreciation for the approach and angle they adopted in addressing that specific topic.

Incorporating these steps into your approach displays a level of consideration that transcends transactional interactions. By celebrating their achievements and engaging in meaningful discourse about their work, you lay the groundwork for a connection founded on mutual respect and shared enthusiasm.

Make Your Pitch Timely and Relevant

Knowing when to pitch is probably the most difficult part of fostering relationships with journalists and media professionals. You don’t want to do it too soon because they won’t find your connections genuine, and you don’t want to take too long because you have clients to think about. Crafting a pitch that syncs with the journalist’s current focus isn’t just smart — it’s the difference between a hit and a miss.

One way to know when to pitch is to look at the trends. Keep your finger on the pulse of industry chatter, emerging stories, and buzzworthy social conversations that seamlessly blend with the journalist’s area of interest. 

For example, Amazon recently expanded its Amazon Clinic nationwide, providing messaging and video visits. If you have a client who specializes in health, this is a story you can pitch to journalists that cover health-related topics. 

When your pitch strikes the right chord with the moment and speaks to its readers, you set the stage for something memorable. By crafting a pitch that’s both timely and tailored, you’re creating an invitation for collaboration that’s hard to resist. 

Be Punctual, Responsive, and Dependable

Once you’ve set that relationship and have an in for your clients, you must stay relevant. That means meeting every deadline, being responsive when they’re looking for an expert to help write a story, and the information you share must be valid. 

Being punctual, responsive, and dependable in your media interactions isn’t just about fulfilling obligations — it’s about building a foundation of trust. Providing journalists with reliable information will continue to set your relationship with them apart. 

Don’t Keep Pushing After They Say No

There’s a difference between being persistent and not respecting boundaries. It’s okay to check in and reach out a couple of times if the journalists or media professionals provide ambivalent responses, but it’s not okay to continue to harass them if they give you a solid “no.” 

If you do receive a no, it’s perfectly fine to ask why if they didn’t initially provide a reason. Acknowledge their perspective, understand that everyone has their own priorities and limitations, express your gratitude for their time and consideration, and let them know you’re open to future opportunities. 

Maintaining your composure and courtesy, even in the face of rejection, leaves a positive impression. Understanding that a “no” isn’t a closed door, but a redirection that paves the way for a respectful and sustainable media relationship.

Show Your Appreciation When the Article Is Live

When a journalist features your content or story, showing your appreciation can make all the difference in maintaining a positive and productive partnership. Expressing your gratitude is more than just a mere formality — it’s a meaningful gesture that cultivates goodwill and nurtures a lasting relationship. 

Once the article goes live, acknowledge the journalist’s effort to bring your story to their audience, and recognize the value they’ve added to your message. Let them know that you’re grateful for the opportunity to collaborate and highlight the impact their coverage has made. 

More importantly, don’t let the connection fizzle out after the coverage is live. Instead, maintain momentum by staying engaged. Interact with their content, ask about upcoming projects they are working on, and keep the lines of communication open. This ongoing interaction reinforces your commitment to the partnership and paves the way for future collaborations.

The influence of a well-forged bond with journalists, reporters, and editors extends far beyond mere transactional exchanges. It opens doors to coverage, insights, and opportunities that can amplify your brand or message. 

In the end, successful media relationships aren’t built on one-hit wonders — they’re nurtured through ongoing engagement. By applying these strategies, you will not only foster connections, but also curate a harmonious partnership that resonates, elevates, and endures.

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For PR experts, credibility becomes the lifeblood of their profession. With AI-powered technologies poised to reshape the media landscape, maintaining a spotless reputation and an image of trustworthiness has never been more critical. It’s essential to anticipate the risks that accompany AI and proactively plan for contingencies. While some institutions have attempted to ban specific AI tools, it’s crucial to understand and leverage them responsibly. 

Staying well-versed in the latest technological advancements is vital, as clients may inquire about AI implementation and its potential benefits. By evaluating the risks, balancing the use of AI with human judgment, and preparing robust strategies, PR professionals can navigate the complexities of the digital age while preserving their brands’ credibility and effectiveness.

The Blurring Line of Reality

The gap between reality and fiction has become increasingly blurred with the rise of influencers, people documenting only the best part of their lives, and catfishing. The culprit is a widespread reliance on social media as a primary source of information. We tend to form our opinions based on what we see on these platforms, often disregarding content that does not align with our preconceived notions of reality.

However, the emergence of AI-generated images and videos adds a new layer of complexity. These visual representations have reached a level of sophistication, virtually indistinguishable from genuine content. As a result, the notion of “seeing is believing” is being put to the test. 

Our framework for determining what is real and what is not is no longer a reliable guide, as AI blurs the boundaries between fact and fabrication. Tidio recently published an article that puts you to the test if you can determine if something is human or AI, and according to their survey, “87 percent of respondents mistook an AI-generated image for a real photo of a person.”

This requires a heightened sense of vigilance and commitment to thorough fact-checking for publicists. The responsibility to separate genuine content from AI-generated deepfakes lies squarely on their shoulders. Identifying and addressing false or misleading information becomes a core competency in maintaining trust and credibility in the digital realm.

Ensuring Credibility and Building Trust

One of the key strategies for ensuring credibility is the rigorous vetting of sources. PR professionals must go beyond surface-level scrutiny and deep into the origins and reliability of information by utilizing multiple sources and cross-referencing information to verify the accuracy and integrity of the content they disseminate. This diligent approach strengthens their credibility and guards against inadvertently spreading misinformation.

Publicists must also maintain a clean, professional image. In an era where credibility can be easily tarnished by a background of falsehoods or promoting false information, it’s essential to project an image of trustworthiness and integrity, which requires a proactive stance in aligning one’s actions and communications with ethical standards. By upholding transparency, accountability, and a commitment to truth, PR professionals can cultivate and preserve trust with their audiences.

Preparing for potential crises is another vital aspect of credibility management, as developing a comprehensive crisis management plan allows PR professionals to stay ahead of the news cycle and respond promptly and effectively to any challenges that may arise. By anticipating potential risks and devising strategies to address them, they can mitigate damage to their reputation and maintain trust even in adversity.

AI Is an Empowering Tool

AI offers immense potential for streamlining and automating various PR tasks, increasing efficiency and productivity. From data analysis and trend monitoring to content creation and distribution, AI-powered tools can handle repetitive and time-consuming tasks, allowing PR professionals to focus on strategic thinking, creativity, and relationship-building. By harnessing AI to analyze vast amounts of data, publicists can gain valuable insights and make data-driven decisions, resulting in more effective and targeted PR campaigns.

Furthermore, AI can significantly enhance research capabilities by rapidly sifting through large volumes of information. PR professionals can use AI-powered tools to gather and analyze data, identify patterns, and monitor public sentiment to aid in their understanding of target audiences, tailoring messages, and identifying emerging trends or potential crises. By leveraging AI as a research tool, publicists can make informed decisions and stay ahead of the curve in a rapidly evolving digital landscape.

However, it’s essential to recognize the limitations of AI and understand its role as a tool rather than a replacement for human expertise. While AI can process data and perform specific tasks efficiently, it lacks the human element of creativity, intuition, and emotional intelligence that are integral to PR. Human professionals can interpret nuanced information, understand cultural contexts, and make judgment calls in complex situations. AI should be seen as a complement to human capabilities, augmenting PR strategies, rather than replacing them.

Ethical considerations are also essential when utilizing AI in PR. As AI technology advances, it becomes increasingly challenging to discern between authentic and AI-generated content. PR professionals must ensure that their work is original and ethically represents their brand. Transparency and authenticity should be prioritized, and any use of AI-generated content should be disclosed to maintain trust with stakeholders. Additionally, publicists must be aware of the potential biases and limitations of AI algorithms and actively work to mitigate them.

Understanding the Risks and Planning for Contingencies

One of the primary risks of AI lies in its ability to generate deepfake content — artificially manipulated images, videos, or audio that convincingly depict people saying or doing things they never did. Deepfakes have the potential to spread misinformation, damage reputations, and manipulate public opinion, so PR professionals must be aware of the increasing sophistication of deepfake technology and its potential impact on their clients or organizations. By staying informed about emerging AI techniques and tools used to detect deepfakes, publicists can effectively identify and counteract this risk.

A comprehensive contingency plan is essential for effectively addressing AI-related risks. This plan should encompass protocols for identifying and responding to deep fake content, crisis management strategies to address any negative repercussions, and guidelines for maintaining transparency and trust. 

Publicists should also establish clear lines of accountability to determine the responsible parties in case of AI-related mishaps. Assessing the potential consequences of AI implementation and having predetermined courses of action can help mitigate the impact of any unforeseen challenges or failures.

Preparing Clients for AI Implementation

One crucial aspect of preparing clients for AI implementation is developing a comprehensive plan that outlines the potential risks and rewards of integrating AI into PR strategies. This plan should include an assessment of the client’s specific needs and goals, and an evaluation of how AI can align with those objectives. By establishing clear objectives and expectations from the outset, clients can understand the potential outcomes and make informed choices about incorporating AI into their PR initiatives.

Communication is vital during the preparation phase. PR professionals must effectively convey the capabilities and limitations of AI to their clients. It’s vital to educate clients about the role of AI as a tool, highlighting its potential to enhance productivity, streamline processes, and provide valuable insights. 

Simultaneously, it’s essential to underscore the need for human expertise in critical areas such as strategic thinking, creativity, and decision-making. By fostering a clear understanding of AI’s role and promoting a collaborative approach, clients can better understand how to leverage AI effectively within their PR campaigns.

Moreover, it’s extremely important to discuss the accountability and responsibility of AI technology. Clients must understand the importance of establishing clear lines of accountability for AI-driven initiatives. Determining who is responsible for overseeing and monitoring AI systems and addressing any issues that may arise is essential for maintaining transparency and ensuring ethical practices.

The risks associated with AI, such as deepfakes and unintended biases require PR professionals to proactively address potential challenges. AI has the potential to revolutionize PR practices, but it must be approached with care, responsibility, and a commitment to ethical and transparent communication. By embracing AI as a tool, understanding the risks and benefits, and staying true to the values of PR, professionals can thrive in the digital age and drive impactful outcomes for their clients and organizations.

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Public relations (PR) is the difference between being overlooked and reaching new heights of success. PR isn’t just for large corporations with deep pockets — it’s a game-changer for businesses of all sizes that drives sales, boosts marketing efforts, supports their growth, and unlocks new avenues for business development.

PR as Business Support

PR plays a pivotal role in providing support, offering a range of benefits that extend beyond traditional marketing and advertising efforts. For a small business, every decision counts, and resources are often limited. Having a robust support system is crucial for sustained growth and success. 

When starting out, your initial ambitions as a small business owner often stays within your local boundaries. PR can help you expand regionally, nationally, or even globally, acting as your guiding compass. By strategically positioning your brand in front of a targeted audience with specific outlets, you can generate positive media coverage and foster relationships with key stakeholders. 

PR helps you build a reputable and credible foundation by enabling your small business to shape and control its brand narrative, allowing you to convey your unique value proposition and differentiate yourself from competitors. For example, a travel blogger who wants to both share her travel stories and offer insight on how to become a travel blogger offers a unique service that she’s been building from years of experience. Through targeted media outreach, thought leadership initiatives, and community engagement, PR can establish trust, credibility, and a positive brand image, leading to increased customer loyalty and support. 

Every successful business relies on strong relationships with everyone from employees to customers to media representatives. PR acts as a bridge, connecting your business with these key stakeholders and facilitating meaningful interactions. By crafting compelling stories, PR relationships can help small businesses achieve their goals, whether local or global.  

PR is a Swiss Army knife

PR is a multifaceted toolkit that empowers small businesses to craft compelling narratives, shape public perception, and secure a competitive edge in their respective industries. Whether you’re a tech start-up, a scientist who discovered the cure for seasonal allergies, or a small travel blogger, PR can be tailored to suit your unique goals and beyond. 

PR as a Sales Tool

By strategically leveraging PR tactics, small businesses can create buzz around their products or services, captivate their target audience, and ultimately convert leads into loyal customers. PR can help cut through the noise and establish a strong presence in the market. Through media coverage, press releases, and engaging storytelling, PR efforts can generate brand awareness and recognition. 

Placing your company name in reputable outlets — versus only using advertisements — helps increase brand loyalty. Seventy percent of consumers prefer to learn about a company through research, rather than just viewing an advertisement. Strategically placing your brand in front of your target audience allows you to increase the chances of staying top-of-the-mind when customers are ready to make a purchase. 

PR as a Marketing Tool

PR strategies and marketing tactics go hand-in-hand when increasing brand visibility and engaging target audiences. Marketing focuses on selling, whereas PR focuses on building relationships. Merging the two helps create compelling ads that don’t feel like ads. 

PR opens the doors to extensive media channels — both traditional and digital — providing opportunities to engage with your target audience. Through press releases, media pitches, and media relations, small businesses can secure coverage in newspapers, magazines, online publications, and influential blogs. 

For example, a small mom-run business that helps children with communication can be featured in reputable local and national mom blogs, as well as local newspapers, to garner interest and credibility. Pairing that with the company’s social media offers a powerful avenue to engage directly with its audience, share updates, and participate in meaningful conversations. 

PR as a Business Development Tool

In the ever-evolving business landscape, small businesses must constantly seek new opportunities for growth and development. PR helps set small businesses in front of strategic partnerships that complement and benefit each other. 

By leveraging PR tactics, such as joint press releases, co-marketing initiatives, or collaborative events, businesses can expand their reach and tap into new customer segments. For example, a new boutique hotel can partner with a tequila company and a pool float company for a special summer event. Normally, the two companies wouldn’t cross paths, but joining the hotel’s event allows them to expand their customer reach. 

PR can also help small businesses connect with influencers and industry thought leaders who can sway public opinion and impact customer behavior. PR efforts help establish and nurture these relationships, putting small businesses in front of new audiences and attracting potential investors as well. 

In a world where attention spans are short and competition is intense, small businesses cannot afford to overlook the power of PR. It is a transformative multi-tool that can propel them toward their growth aspirations, elevate their brand reputation, and unlock a wealth of opportunities. 

The key to success is integrating PR into the overall business strategy. Aligning PR efforts with sales, marketing, and business development allows small businesses to create a cohesive and impactful brand presence. 

Monitoring and measuring PR efforts enable continuous improvement and optimization for long-term success. Small businesses should embrace the potential of PR and watch their business reach unprecedented levels of success.

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The goal of both advertising and public relations is to build brands and reach target audiences. However, the difference between the two methods is how they achieve these goals. Advertising tends to be much more direct, selling the brand’s product or service, whereas a PR campaign aims to “sell” the brand’s message and story, rather than the product or service itself.

Understanding the Difference Between Advertising and PR

A fundamental difference between advertising and PR is that advertising tends to be more explicitly promotional, while content generated through public relations often has an educational quality. Although PR-based content is still made to promote the company or its leader(s), it can also provide something of value to the target audience. For example, as part of a brand’s PR campaign, they may create blog posts on topics they can speak to, suggesting their product or service as the solution to a problem people want to know about.

It is also worth noting that, for the most part, PR is earned, whereas advertising tends to be paid. However, it is important to distinguish between “earned” and “free.” Brands will still need to make a financial investment to run a successful publicity campaign. After all, it costs money to hire a skilled publicist, and after they successfully get your name in the news, you’ll likely want to spend money to promote it. There are also some “pay-to-play” opportunities — also known as “sponsored content” — where you can pay to have your brand featured in a major outlet, although these are far less common than organic opportunities.

On the other hand, the entire purpose of advertising is to pay to be featured. You pay for the advertisement and copy to be created, and you pay for the space where it is shown — be it a billboard, airtime on television or radio, digital marketing spots, or space for print ads. You are literally paying to get your brand in front of people’s eyes.

There are also differences between who is targeted by a PR campaign. Advertising always targets the general public because the goal is to convince potential customers to buy. Although the public can be sectionalized into specific target audiences, advertising wouldn’t be targeted internally. On the other hand, PR can be either internal or external. Yes, many PR campaigns are designed to appeal to the public, but there are also some for employees designed to showcase employee initiatives or similar internal brand messages.

How Advertising and PR Help Your Brand Differently

Ultimately, the primary goal of a PR campaign is to help build brand awareness and reputation. Essentially, publicists are trying to get you and your brand talked about positively, both in the media and by the public. The goal is less about influencing consumers’ purchasing decisions, and more to keep your brand in consumers’ minds when it is time to make that decision.

One opportunity unique to public relations is thought leadership. Thought leadership is the idea of positioning someone — such as a company leader — as an expert in their field by having them comment on and write about relevant issues. This strategy can be enormously useful for building a feeling of trust with the brand’s target audience. If a potential consumer sees the brand is headed by someone who is an expert in the field, they are much more likely to trust that product or service.

In contrast, the goal of advertising is explicitly to generate sales. While public relations campaigns might generate indirect sales by increasing goodwill towards the brand and its representatives, selling is not the primary purpose of these efforts. With advertising, your materials might promote a specific product or discount, while content for public relations generally focuses on the brand as a whole, rather than more specific aspects of it.

Another difference that is important to remember between advertising and PR is that they are used at different times. PR can be used in times of calm or crisis, while advertising is generally only suitable for times of calm. If your brand is looking to manage and respond to a crisis, a public relations campaign is the way to go, because it will allow you to repair your reputation before it is too late. Attempting to sell through advertising when your reputation has taken a hit will not only be ineffective, but could also come across as tacky.

Although there are similarities between public relations and advertising, and both can be extremely effective in boosting public awareness of a brand, brands must understand the difference between the two and the methods they use for promotion. Although one is not necessarily better than the other, a brand’s needs will dictate which is the better option for them.

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While PR is different from sales, marketing, and business development, the credibility it generates serves as an effective tool for building all three.

Leveraging PR as a Sales Tool

Remember that PR and sales are not the same — the purpose of a business’s sales team is to bring in orders. Sales professionals use a variety of methods to drum up business, such as advertising and direct marketing. Salespeople tend to focus on the short term.

While PR can boost sales, that’s not its primary purpose. The goal of PR is to create and maintain a positive image for a brand, which it achieves by building and taking care of relationships among stakeholders — not just with customers and investors, but also with the press and the public at large. PR professionals take the long view, establishing the brand’s good character and nurturing people’s trust in it.

Toward that end, PR professionals cultivate relationships with the media and find avenues to work your business into the news cycle. They do this not only by telling your story to reporters in compelling ways, but also by landing you opportunities to showcase your expertise in educational, non-promotional guest spots.

The reason PR tactics tend to be successful is that many people dislike advertisements and sales-y messages. According to one Forbes article, “96% of people don’t believe that ads are truthful, according to Inc. Magazine. Consumers do not trust advertising, and one can’t blame them. Gallup conducted a survey asking people just how they would rate the honesty and ethical standards of workers in 21 different professions. Nurses were rated tops, with 85%, while advertising practitioners were fourth from the bottom at 10% approval rating, slightly ahead of car salesmen, telemarketers and politicians.”

PR enables you to get your brand in front of potential customers in a positive way that is likely to appeal to them more, which can create increased demand for your product or service. One of my clients received so many sales leads after starting our PR campaign that he was forced to stop answering the phone. While that is not a good thing, it shows how powerful PR can be.

Leveraging PR as a Marketing Tool

The first way to leverage PR as a marketing tool is by posting your coverage on social media platforms that offer a cost-effective way to spread the word about your brand and expand your reach. When you share your media successes, your credibility and authority increase, but when you share more personal details about your business or yourself, your audience connects with you on a more human level.

Another way to leverage PR successes as marketing tools is to splash them all over your website and create an “In the News” page. Sending this news to your regular contacts through newsletters and email can also keep you in front of your customer base in a positive way.

In my experience, businesses who never promote their media wins fail to get the desired results and return on investment from doing PR. It’s quite simple: no one will read a story if someone does not direct them to that story.

Leveraging PR as a Business Development Tool

Other businesses and potential partners want to do business with credible companies that have an established reputation and brand. They are less likely to form strategic partnerships with new ventures that have failed to garner media attention.

When reporters cover you, your team, or your business, it demonstrates that you are doing important, timely, and relevant work. It also shows that you are competitive in the marketplace.

That’s why doing PR can be leveraged as a business-development tool. Nothing makes you and your team look better to prospective partners than a solid track record of positive media coverage. No advertising campaign can lend you the same degree of prestige for the simple reason that everyone knows you paid for those messages yourself.

Get Started Doing PR

PR is necessary for growth, but small businesses that fail to invest in it can miss opportunities for positive media exposure and struggle to get to the next level. Neglecting PR can also make companies vulnerable to negative reviews and media coverage, which can damage their reputations. Don’t make this mistake.

The good news is that getting started is easier than many fear. A simple Google search can turn up the names of agencies that specialize in your industry, and initial consultations are typically offered for free. There’s no reason not to reach out and explore your options, since this first session is only to learn — not a commitment.

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Businesses often hire PR firms to plan, manage, and report on media relations, an increasingly crucial area of focus in today’s marketplace. Outsourcing your PR needs offers many advantages, not only to address the ever-growing challenges in a fast-paced business climate but also to manage public perception and opinion of your company, which can directly affect bottom-line profits.

Do you need a PR agency to increase your presence in your market? And if so, how do you choose one that’s right for you?

How Essential Is Public Relations to Your Business? 

Let’s face it: competition in the market will never decrease. You need to make your mark and promote the excellence of your product or service. You need the right public relations agency to help you by establishing your reputation, helping you become a vital force in your market, and giving you a competitive advantage that will, in turn, extend the life span of your business. Although it’s considered almost a necessity these days, you can indeed find high-quality PR support at an affordable price.  

Can You Survive Without a PR Agency?

The short answer: yes, you can. You can survive without public relations support. But if you want to thrive, it’s worth at least taking a trial run to learn what a qualified PR agency can do for you, like this list of benefits:

1. Connection to Journalists

Because PR agencies are staffed with experts who possess targeted public relations knowledge, reporters are often familiar with them. It’s a two-way street between journalists and publicists, with PR feeding the media with new content they always need and with the media then researching and reporting on notable news and businesses. If a journalist makes a positive statement, it’s taken as far more trustworthy than if someone makes a positive statement about themselves; in other words, it’s general news and not a marketing strategy. So it works in your favor—and is far more convenient and less complicated—to have a PR agency build relationships with journalists on your behalf.

2. Real-Time Support When Problems Arise

One misstep and a company’s reputation can be permanently damaged. You need to have on-call crisis management support in your corner for whenever, wherever, and however issues arise. A PR agency is trained to lead you through unpleasant situations, address public criticism, take control of the narrative, and get messaging back on track. Handled improperly, a crisis can lead to ruin. Handled professionally, a crisis can be managed, righted, or even averted. In tricky circumstances, you need a PR agency on hand to help save the day and to revive your reputation. 

3. Improved Morale at Your Company

Happy employees lead to lower turnover. When your company is well respected in the public’s eye, your staff is likely to be more satisfied working for you. It’s your public relations team’s job to maintain a positive image of your company, and that image creates pride at your workplace. This enriches the company culture, adds value to your output, increases productivity, and paves the way for more innovation and creativity—all of which contribute to a competitive edge. 

Selecting a PR Agency Wisely

Deciding which PR agency to contract with should be approached the same way you’d make any important decision: by taking time to do your research and by conducting a cost-benefit analysis.

1. Do an Agency Search Based on Your Needs Assessment

First, you should analyze what you need and what ROI (return on investment) you’re looking for. A PR agency can take on many roles and responsibilities, so take the time to identify precisely which functions will benefit you the most and then do an online search for agencies that particularly cater to or specialize in the fulfillment of those needs. Contact several so you can get a feel for how they operate.

2. Request a Proposal

When you find an agency in which you’re seriously interested, ask for a written proposal that specifies their recommendations for your PR efforts and explains how and why they have the capability to deliver what you’re looking for. Don’t settle for just verbal promises; instead, examine the proposal closely and search out details that offer something unique and valuable to your business.

3. Consider the Agency’s Track Record

Anyone can look good on paper. Seek evidence of the PR agency’s successful track record, including customer reviews, client referrals, and third-party endorsements. Inspect their client list. Review tangible examples of their work, like press kits, website copy, press releases, and social media campaigns. You absolutely want to be able to place your trust in your public relations team and realize actual value from taking them on.

4. Take the Contract Seriously

A business contract is a legally enforceable document. Be vigilant about examining what you’re signing—what the agency’s roles and responsibilities are and your own. Contract negotiations are standard, so you should feel free to suggest your own clauses, deletions, or additions. 

Next Steps When You Need a PR Agency

Public relations can be a bumpy road to travel alone. You need a PR agency in the driver’s seat to navigate the terrain with you, steering clear of possible pitfalls and guiding you toward optimal success. Just don’t rush into a PR relationship hastily. If you choose a partner wisely that seems like the best for you based on the groundwork you did to vet them; it will save you significant time and effort later and reap maximum rewards for your business.

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However, by the end of 2022, we realized that this was not enough. Examples from last year reveal that organizations must participate fully in the conversation or risk being blindsided by negative news stories. 

In this new year, we embrace a new reality — 2022’s lessons have changed the way we approach crisis communications forever. Here is what we learned about approaching crisis communication quickly, calmly, and honestly.    

When Addressing a Crisis, Communicate Quickly

During 2022, we learned the value of planning for a crisis. If an organization prepares ahead of time, almost any problem can be handled before it gets out of hand. Looking back, Southwest Airlines revealed the pitfalls of failing to create a thorough crisis plan. Wintry weather grounded hundreds of flights, and disgruntled customers spiralled into a public meltdown. During the first nine months of the year, this carrier led the pack in profits, but cancelling over 60% of flights over two days and failing to communicate in a timely manner devastated the company’s financial standing and reputation. 

Thanks to growing awareness of how people use technology to share stories, information, and opinions, we have a better understanding of the need for timely communication. Social media transformed how people and organizations communicate and is a game-changer in crisis communications. Before social media, companies controlled their messages by talking only to select news outlets or providing information on their websites. Today, social media gives everyone a platform and moves at breakneck speed. 

As social media became a tool for public communication, organizations faced both challenges and opportunities in their crisis management strategies. Perhaps, more than anything else, 2022 showed us the value of staying ahead of a crisis with timely communication.

Approach Crisis Communication with Composure

For a clear demonstration of the value of approaching a crisis calmly, look no further than Ukrainian President Volodymyr Zelenskyy. This once-TV actor and comedian was thrown into the spotlight as the world watched him and his nation defend themselves against a global powerhouse. This young leader managed the situation with remarkable composure, despite only entering the presidency and political scene in 2019. He unified his nation and gave them the courage they needed in a crisis. 

To approach a crisis with a cool head, organizations must realize they cannot control the message: they can only influence it. When organizations step back and relinquish the need to control, they are far better at participating calmly in the conversation. To analyze the conversation and know how best to participate, organizations need to understand their audience and what that audience wants. In 2022, we learned that the audience is the focus during crisis communications, not the organization.

In a Crisis, Take Accountability

Organizations prefer to portray themselves as perfect; however, just like people, they are prone to make mistakes. Coverups are never the answer. When organizations lie — even about something minimal — a lack of trust builds up amongst employees, consumers, and investors alike. 

Slack, in 2022 didn’t even try to test their loyal fans. It stood authentic throughout its outage, even making fun of itself during its crisis response, and this transparency kept loyal users committed to the organization. Looking back, many only remember the crisis if their organization was affected because it was resolved quickly and without any headaches from the Slack organization.

In 2022, we learned that people are not passive recipients of information but active participants in a conversation. Organizations must remember that they are not selling to markets — they’re selling to people, and people deserve respect. Because organizations are dealing with human beings with feelings and personalities, they cannot avoid or control conversations. Although, they can influence them, and that is where the opportunity lies for organizations looking to win. We must participate in discussions honestly and openly to be considered trustworthy.

Sweeping a Crisis Under the Rug is Never the Right Answer

Prior to 2022, many organizations operated with the strategy that ignoring an issue was the best way to get people to forget it. However, FIFA’s hosting of the World Cup in Qatar last year brings to light a nearly decade-long employee crisis that isn’t going anywhere. Since FIFA fans and sports lovers learned of bribes, all the organization’s past grievances — women’s rights and LGBTQ+ rights, for instance — came to the forefront as well. If organizations refuse to admit they are wrong, the situation only snowballs, as we saw in Qatar. 

It is time to embrace the conversation. Organizations cannot expect people to just stop talking. On social media platforms, the discussion is happening on a level playing field where everyone has an equal voice, and organizations must participate if they want to influence their message or reputation. Not participating in this conversation is equivalent to ignoring reality. If you choose not to participate in the conversation, then someone else will fill that void with their own narrative — often one that casts your organization in a negative light. 

Gone are the days of hiding behind the catchphrase of “no comment.” In today’s world, organizations must be transparent and honest at all times, even if it means admitting mistakes or flaws in the business model that led to a crisis situation. If an organization cannot be authentic or admit shortcomings, there is no point in communicating — the company will never earn trust or respect. When faced with a crisis situation, the best thing to do is to be part of the conversation rather than trying to shut it down.

Conversations in a time of crisis reveal more about organizations than they realize. The lessons of 2022 make it clear that organizations need to listen as well as talk. 

In order to effectively communicate in a crisis situation, organizations must recognize they’re no longer in control of what people are hearing or saying about them. In light of this, they must respond quickly and with composure. Ignoring the problem never makes it go away. Instead, they must be open and honest with the public about their actions (good or bad) and be transparent about how they handle the nitty-gritty details such as product recalls, customer complaints, and employee misconduct allegations.

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Before social media, it was enough for large, well-known brands like Coca-Cola to place billboards where someone might have a positive experience, such as a baseball stadium or a theme park, and let the association sink in. Today, however, it’s up to brands to create not only awareness, but trust with their customers.

It Takes Two

According to studies, the average attention span of a Gen Zer is 8 seconds, while their millennial counterparts are willing to devote an entire 12 seconds to a marketer’s message. In order to pay attention for much longer than that, a young consumer needs some sort of incentive. The attention-grabbing methods that ad agencies once created so effectively have now been usurped by TikToks, Snapchats and Reels. The alternative to captivating audiences with something cute, funny, clever, or shocking is with something newsworthy. In other words, a brand doesn’t just need a good ad or a compelling message; it needs to make headlines.

How PR and Marketing Strategies Get In Sync

Public relations, media relations, and marketing all ultimately share the same goal: inspiring a certain audience demographic to pay attention to a message, then internalize it. As the targeted demographic becomes more niche, the more focused the message becomes, making it easier to both capture the audience’s attention and have them internalize the desired message. 

There has always been a natural alliance between news and advertising; the difference now is that the line between news and sponsored content has been blurred, often literally. And thanks to social media and search engines, ads and news items can both be targeted much more narrowly. This has created the expectation among consumers that what they see, read, or hear should be personally relevant to them.

As Rolling Stone has pointed out, the 68 million members of Gen Z are particularly media-savvy. They also have serious trust issues. Gone are the days when a brand could simply hire a celebrity to make a television ad and expect their young fans to align with its messaging. The newest generation of consumers anoints its own influencers, and it expects them to reflect their own personal values. 

This isn’t to say that paid marketing spots are going extinct — streaming giant Netflix recently announced its own plan to incorporate ads — but it does mean that publicity and advertising must be aligned in order to effectively communicate a consistent message.

Benefits for Brands on Integrating PR and Marketing Efforts

Marketers know that closing a sale takes multiple impressions, but in an age when consumers can turn off the volume or skip the ads entirely, more is not always more. The big payoffs come from synergies, not repetition. 

Some of these are straightforward. The more mentions or clicks on a website, for example, the higher a website’s SEO score will be, placing it higher on the list of search results. This creates more received interest in the brand and, therefore, more news around it. 

Other benefits, however, are more abstract. When a brand appears on a news website’s main pages in a non-advertising manner, that brand’s message is organically reinforced, further establishing credibility amongst readers and consumers. For example, the owner of a staffing firm might pay Google for each ad click as a possible lead generator, but they will also want to be quoted as a thought leader in news articles about The Great Resignation, or bylined in a guest piece where they can share advice on how to resolve critical, trending human resource issues.

More and more, the roles of thought leader, influencer, advertiser and business owner or executive are converging. The roles of PR and marketing in general are following suit. We don’t just want to feel like we know who we do business with, but we also expect them to earn our trust. We want their values to align with our own because we want to feel good about how we spend our time and our money. As brand builders, that means incorporating multiple channels of communication at all times.

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