5 PR Strategies That You Might be Missing Out On
Mar 19, 2020
Did you know…
PR is more than simply putting out a press release for your new product, service or company?
PR can help you with a variety of different initiatives within the business, that you might not be aware of?
PR is a powerful tool for funding, hiring and becoming an authority in your space?
You may be pleasantly surprised with the different types of initiatives PR can support within your business. Here are 5 examples of ways to use PR to build your business, that you may not be aware of:
- New Hires. This kind of PR is fantastic for recruiting. Doing a press release, or submitting to a “People on the Move” section at your local business journal goes a long way in showing that you are growing, attracting quality talent and people want to work for you. A lot of times, if the hire is prominent in a certain industry, one of the industry publications is likely interested in following their career. And lastly, if interviewed by a reporter, they will ask you why you brought on the hire, which is a great opportunity for you to showcase your company's growth and expansion plans. Here are a few examples, using Blue Apron as the example since they are a favorite of mine and I used to work with Linda:
- When Linda Kozlowski was appointed the new President and CEO of Blue Apron, the company put out this press release.
- When Blue Apron wanted to expand their technology platform, they pitched the media this story, headlining with their new CTO hire who was to make it happen. Here’s another one for good measure.
- Relaunching of OLD products. It’s generally a given that people want PR for their new products and services -- but what about the old ones that you are bringing back to life with new bells and whistles, new features and functionalities? This is a great PR opportunity.
- Funding Announcements: There are PR strategies for before you raise, and after you raise. I will go into this in depth in another post, but briefly:
- Before: Think about what you need to get Investors interested in your business. Are they interested in - your growth? Business model? Imagine if you could start telling your story before you even hit the boardroom. Consider telling the press your company story early, and get it published in the places that Investors are reading: business and financial press. The point of this press phase is to get on their radar.
- After: After it’s over, naturally you want to tell the world about your newly acquired investment. However, it’s important to note here that the story is not just about the money -- it’s the story behind the money. A lot of companies make the mistake of leading with how much they raised, but reporters don't care as much about that. They care about who you are, what you are doing to make an impact in the world and who is supporting you. The financial investment simply shows credibility, which is needed -- but that’s not your story. I will go into more detail soon about the intricacies of how to use PR for your Funding announcement, including timing with the SEC filings, messaging and more. In the meantime here is a helpful article.
- Events. You’ve put together your Eventbrite page or have a landing page for people to sign up and RSVP -- but aside from word of mouth, consider PR as a great way to get the story out ahead of time. That’s right, not the event, but the story. Notice a theme here? Here are a few examples:
- Put out a media alert early and get it published in your local or regional newspaper (online and print).
- Find the most relevant reporter who would be interested in your type of event, and tell them why your event is important (the why), early. They could be interested in writing a story about the importance, and then at the end of the article include your Eventbrite link so more people can sign up.
- If this is an ongoing event, consider inviting the press to it! They can bring their camera, interview people attending and write a recap so that people know to sign up for next year.
- Predictions and Market Trends. Oftentimes, businesses assume that any PR they do has to be about them and their business. However, there is a lot of power in showcasing your company as a thought leader and somebody who is on top of the trends and can make predictions on certain things in your industry. People like to be educated, and showcasing yourself as a leader in the space ultimately leads to trust if you are helping people learn. Trust leads to loyalty, which ultimately leads to sales. One example of how to use PR for marketing trends is as follows:
As you can see, compared with marketing or advertising, PR is another channel that can raise awareness not only with your company’s products offerings, but also a great tool to strengthen your business profile, show you are a great place to work and that you are innovative.