PR is a term that’s thrown around a lot these days and no, it doesn’t just involve throwing parties and lunching at Harvey Nicks á la Ab Fab.
Furthermore, there’s a difference between advertising and PR. Advertising says “I am great.”
Public relations is when somebody else says you are great. It’s free and earned. But with that, you naturally have less control over how the writer or editor positions your message.
PR is a strategic approach to build the all-important Know, Like, Trust factor that turns a prospect into a client. As we work towards a point where the market fully reopens, it’s essential to remain top-of-mind and there’s no better way than through public relations.
Another great thing about PR is that it is useful at any stage of your career. If you’re new to the market or up-and-coming, it’s smart to build credibility with your audience and increase brand awareness. On the other hand, if you have a few years under your belt, PR can help you establish yourself as an industry expert.
Here’s a step-by-step guide on how to get a PR plan:
Start with your public relations strategy goals
Before taking any action, you need to consider what you hope to get out of your PR efforts. Where would you like to be seen? What press will serve your brand best? Maybe podcast interviews or magazine features are a good starting place. It may make more sense to stick with digital media through guest articles and expert quotes. Your entire approach depends on your end goal. Start by taking some time to get clear on your big picture objectives.
Get your website prepared
If you’re getting ready to reach out to people and look for new business, you need to ensure that your website is looking slick! At the bare minimum, it must have all of your contact information, an up-to-date portfolio and a press page showcasing any existing press if available. While you’re at it, check in with your Google Analytics dashboard to prepare to track the traffic of your before, during and after PR efforts.
Curate a Media List
Take some time to get organized by creating a spreadsheet that outlines desired media outlets, contact info and the pitches that you’re working on. This media list will help guide you through your PR approach. It will simplify the pitching process by keeping all of your progress and media contacts in one place.
Craft a Media Pitch
Your press kit/media list should say the most so when it comes to what to write in the email, keep it short and simple. Share a bit about who you are, your story idea and all that you can offer to help make the feature happen. Essentially, angle your pitch to show the value your idea has to their people.
Promote your new features
If you’re expecting more traffic to your site and further profiles you might wanna make the most of the traffic. A great way to do this is promote new features. Of course, you’ll also want to upload your new feature to your site’s press page. Lastly, if you’re active on email marketing with a program like Mailchimp or ConvertKit, it’s worth sharing your new press with your followers, especially if it’s content that will be of value to those on your email lists.