fbpx

12 buzz-generating PR tactics that help you build and maintain your brand image

by | Oct 17, 2023 | Public Relations

The industry of public relations is constantly evolving. It has become one of the most essential tools for building and promoting a successful brand. But press releases and pitching are not the only PR strategies that can help get a business recognized and talked about. Nowadays, there is a wide range of powerful tactics that can help your company stand out.

Public relations is essential to the success of every business, be it a big B2B company or a small agency. Unfortunately, many businesses that lack sufficient monetary resources don’t always have the opportunity to partner with an experienced PR agency. However, even in this situation, companies can take steps to improve their PR efforts.

So, what public relations tactics should you use? Keep reading to learn the most effective PR tactics that can help you expand your brand recognition.

Why public relations is important

PR is similar to branding in how brands manage the dissemination of their information. The key difference is that PR is mostly about communication and reputation, while branding uses visual assets, such as logos, websites, and marketing collateral.

Creating a solid public relations strategy is a must, as it enables businesses to maintain a strong public reputation and boost their overall marketing strategy.

Whether you are a mobile app development company or a large eCommerce business, a well-planned PR strategy can help shape public perception, build trust, and create a positive brand image. 

If you need more proof of the value of public relations, we have put together some of the top reasons that you should keep in mind:

  • A robust PR strategy is like a secret weapon that not only builds but also nurtures a strong reputation for your brand. It helps to captivate the hearts and minds of the public, stakeholders, and customers alike. So, if you want your brand to shine brighter than the rest, you need to develop a solid PR strategy ASAP. 
  • PR strategies work like magic, casting a spell of visibility over your brand. With proper media coverage and online presence, these strategies ensure that your target audience not only knows who you are but also builds trust for your brand.
  • An engaging PR plan also deepens audience connections, leading to customer loyalty and advocacy.
  • Well-thought-out PR tactics help you establish and nurture relationships with journalists and various media outlets. This way, you can ensure your brand gets proper coverage and accurate reporting. 
  • Believe it or not, no business is crisis-proof. However, a thoroughly prepared PR strategy can help you effectively manage and navigate crises, minimizing potential damage to your brand’s image. 
  • PR facilitates feedback collection from customers, enabling organizations to better understand their needs and concerns. This valuable insight informs product and service improvements, ensuring that the customer success process evolves to meet and exceed customer expectations over time.
  • An effective PR plan can attract partners, collaborators, and social media influencers who want to associate with your brand. Such collaborations open up new opportunities for your business growth.

3 critical PR mistakes to avoid

As we have already mentioned, public relations can be a powerful tool in building your brand’s reputation. However, it’s also important to learn what not to do in PR in order not to harm your brand image. 

Below, you can find three critical PR mistakes you should avoid at all costs:

  • Ignoring social media

Today, social media is a significant communication channel, allowing businesses to connect with their audience. Ignoring or misusing social media can be a huge PR blunder. Negative comments or complaints can spread fast on platforms like Instagram, Facebook, and Twitter.

To avoid this, businesses should regularly monitor their social media channels and respond to their customers. Assigning someone on your team to keep an eye on your social media channels can be a smart move. This way, you can ensure that there is someone who engages with your audience and addresses any issues or concerns. A well-handled complaint can become a positive PR opportunity if you show that you are customer-centric and that great customer experiences are your top priority.

  • Not being transparent

Even though it’s important to generate excitement around your products/services, exaggerating certain information can damage your brand credibility. Making promises that you can’t deliver on will eventually ruin trust with your audience.

Instead, stay honest and transparent in your PR efforts. Highlight the strengths and benefits of your offerings without overhyping. Customers are more likely to trust a brand that delivers on its promises.

  • Not being consistent

To strengthen your position in the marketplace, you can’t be present only when you have something new to promote. If you are not regularly involved in PR efforts, people will forget your company. Once that happens, it can be impossible or extremely hard to catch up.

To stay on top of mind, consistently launch different PR campaigns. When your company’s name is always in the spotlight, it reminds people of what products/services you offer. 

These are just a few of the PR mistakes companies make. Such errors happen because of a lack of knowledge and experience in public relations. So, if you are new to the world of PR, it is recommended to partner with reliable PR agencies. Many crypto companies collaborate with a crypto PR agency to leverage their industry expertise and networks for effective public relations strategies. Collaborating with a crypto PR agency can help navigate the unique challenges and opportunities in the cryptocurrency and blockchain space, ensuring your brand’s message reaches the right audience and avoids common PR mistakes.

12 powerful PR tips to use for success

Now that you already know why public relations matters, and what mistakes companies often make when trying to implement PR tactics, it is high time to jump into the main section of our blog. 

In this part, you will get to know twelve actionable PR tactics that work. 

They will surely help you create a buzz that spreads like wildfire, making your brand the talk of the town and the envy of your competitors.

So, let’s start!

1. Set goals and formulate a PR plan

It can be tempting to jump on the implementation of tactics, but first, set your goals. Whether you’re launching a new product or making an entrance as a startup, this step is critical.

Even a simple outline of goals is enough to guide you and your team in choosing the right tactics.

Every PR plan incorporates a few essential elements. To begin, identify your target audience for the campaign. Then, determine the key messages you wish to communicate to that specific audience. Finally, remember to include the metrics you want to track to be able to measure the success of your PR efforts.

To streamline this process, consider using a PR plan template. This way, you can ensure that your strategy includes your key messaging and other goals.

If you are a construction company, make sure to use construction document management software to store PR plan templates and other important information. This ensures that everyone involved in your public relations efforts can collaborate efficiently and stay aligned with your PR goals and strategies.

2. Build a clear timeline for your PR campaign

Imagine your PR campaign as a journey through uncharted waters, and a well-structured timeline is your map to navigate this terrain. It’s not just a plan; it’s the heart of your campaign’s story.

When creating a timeline for your PR campaign, make sure to:

3. Define your campaign goals

You need to have a clear vision. What’s the story you are going to tell? Is it a story about a new product launch or a story about the challenge of crisis management? Your goals will be the guiding star that shapes your whole PR campaign.

4. Identify key milestones

Consider these milestones as the landmarks on your journey. They are the moments that punctuate your story, from the initial planning and research phase to content creation, media outreach, and the final evaluation. Each has its own significance.

  • Allocate resources

Make sure to determine what resources you need—budget, personnel, and tools—to make sure your campaign gets the attention it deserves.

  • Create a detailed action plan

For each milestone, create a step-by-step plan. Make it clear who’s responsible for what and set deadlines. You need to make sure everyone is aware of his/her responsibilities.

  • Consider external factors

There are some external factors to consider, like holidays and industry events/trends. Be aware of these, as they can affect your timeline. Adjust your timeline accordingly to take advantage of opportunities and overcome any challenges that may arise.

  • Build in flexibility

While a clear timeline is important, you should know that campaigns can be unpredictable. Therefore, you need to be flexible enough to accommodate unexpected changes or opportunities that may arise throughout the campaign.

  • Communication and coordination

Consider your campaign team as your ensemble cast. Maintain open communication and ensure that everyone is well-informed and aligned by holding regular check-ins and providing updates. By doing so, you can keep everyone on the same page and maximize the effectiveness of your team’s efforts.

  • Monitoring and evaluation

Imagine it as reviewing the rushes after a movie shoot. Take the time to regularly assess your progress in relation to the timeline. Are you meeting your planned milestones? If not, make necessary adjustments to ensure you stay on track and remain aligned with your goals.

  • Post-campaign analysis

After the final curtain falls, it’s time for the grand finale. Evaluate the success of your campaign in relation to your initial goals. This valuable data will serve as a foundation for future PR campaigns, allowing you to refine your timeline-building process and make informed decisions moving forward.

By creating a clear and well-structured timeline for your PR campaign, you’re not just planning; you’re getting one step closer to success. It’s the roadmap that ensures you reach your destination, navigate the challenges, and achieve your PR objectives with finesse.

5. Always keep your target audience in mind

In the world of public relations, understanding your audience is like getting to know the characters in a story. 

It’s the starting point for creating your whole story. 

Think of it like this: you’re a storyteller, and your audience is the main character of your story.

So, take a deep dive into their interests, needs, and preferences. Find out their pain points, interests, needs, and dreams.

Use client management software to collect this information in one place, allowing you to create comprehensive audience personas and tailor your PR campaigns accordingly. Understanding your audience’s motivations and demographics can help you craft compelling narratives and messages that resonate with them, increasing the effectiveness of your PR efforts.

By knowing your audience, you can make your PR campaigns better. This will allow you to craft messages that touch their hearts and use the right ways to talk to them. 

Just like a great storyteller grabs their readers’ attention, you’ll be able to connect deeply with your audience and maximize your PR efforts.

6. Write informative press releases

While some folks think press releases are dead, many journalists actually prefer getting press releases and news updates from PR experts.

Since the field of public relations is highly competitive, creating excellent press releases is crucial. A well-written press release can help you grab the media’s attention and boost your brand’s visibility.

Press releases are like your secret weapon for sharing exciting news about your company with journalists and media outlets. 

Here are some secrets to crafting an effective press release. 

  • Your press release’s headline is the first thing that can immediately grab attention. It should be short but intriguing, giving one a sneak peek into the exciting news that comes next. 
  • Make sure to add the right keywords to boost your press release’s visibility on search engines and make it easy for journalists and other readers to find it.
  • As for the body of your press release, it should provide all the necessary details in a clear and concise way. Start with an engaging opening that summarizes key information while piquing curiosity. Then, write supporting paragraphs that provide readers with in-depth information. 
  • The tone of your press release is also important.  Stay clear of too much jargon or technical terms that might confuse readers or weaken the impact of your message.
  • Include accurate contact information at the end of your press release so that journalists can easily reach out for further questions or interviews. 

By sticking to these handy tips and putting some effort into crafting great press releases, you’ll become a pro at talking to media folks, boosting your brand’s reputation, and, best of all, scoring big wins with your PR efforts!

7. Establish a strong social media presence

As we have already discussed, failing to maintain an active presence on social media can damage your PR efforts. As social media helps to increase brand visibility and spread your message to wider audiences, your company should not miss the chance to engage with and respond to your audience on these platforms. 

Don’t just create an account and forget about it. The key is to actively engage with your network, join relevant conversations, respond to Instagram comments and Facebook messages, and share valuable content that your audience will find useful and informative. 

To make the most of this PR tactic, you can use social media listening tools to monitor talks about your brand, products, and services. This way, you can understand what works well and what needs to be improved.

8. Produce quality content

To achieve success in the highly dynamic world of PR, you must create quality content.

Whether through thought leadership articles, informative B2B e-commerce blog posts, or engaging social media updates, quality content showcases the value your brand brings to the table. It demonstrates your commitment to providing solutions and expertise.

High-quality content helps establish your brand as an expert in your field. When your audience finds your content valuable, informative, and trustworthy, it enhances your reputation as a trustworthy source of reliable information.

So, take the time to create and share top-notch content that really connects with your target audience. This not only strengthens your brand’s authority and expertise in your industry but also plays a crucial role in successful PR. It’s a key factor that can make a big difference in your journey to success.

9. Work with journalists and influencers

Building and nurturing relationships with media is essential for proper media coverage. Start by researching media journalists who cover topics related to your niche. Platforms like HARO can be valuable resources for finding and connecting with journalists and reporters in your industry.

Get to know their work to understand whether you can work together. Once you find common ground and relevant angles for your story, reach out to them with well-crafted and personalized pitches. 

Additionally, you can collaborate with influencers. They can also extend your business reach. Allocate some time to research to find social media influencers in your niche who align with your company values. 

Once you find relevant influencers, partner with them for reviews or joint content creation. This way, you can tap into their existing audience and leverage their credibility to promote your brand.

10. Organize and join industry events

Events are yet another great way to promote your brand, network with influential people in your industry, and interact with your target audience.

It’s not enough to simply host your own events and call it a day. You should also get involved in events organized by other brands in your niche. Do some research to learn about current industry events. Make sure to use private search engines for your research to protect your privacy and avoid personalized search results. Private search engines help ensure that your research is unbiased and that your data remains confidential. 

If you ever decide to organize a company event, make sure you use WhatsApp bulk message sender to efficiently communicate with attendees and keep them informed about event details, updates, and reminders.

11. Create compelling video content

Video is a highly engaging form of content that allows businesses to showcase their expertise visually. Most marketers confirm that video gives them an excellent ROI.

They can also be used in your PR campaigns. You can conduct video interviews with industry experts or use videos for product demonstrations and informative content. 

Don’t forget to share your videos on various platforms such as YouTube, Facebook, Instagram, LinkedIn, and your website. Use a reliable video hosting platform to manage and distribute your videos effectively across different platforms. This way, you can keep brand consistency and reach a broader audience, increasing the impact of your public relations campaigns.

12. Measure and refine your PR efforts

If you don’t track the results of your PR campaign, you’ll never have a clear understanding of its impact.

To measure the effectiveness of your PR efforts, monitor key performance indicators that you have included in your PR plan. These could be conversion rates, media mentions, website traffic, social media engagement, or customer feedback. 

Additionally, you can leverage tools like Google Analytics, social media analytics platforms, and media monitoring tools. They can provide you with useful data on your PR campaign performance. 

Asking for feedback from customers, industry influencers, and media professionals is another helpful method to gain insights about your PR efforts. Actively listen to their feedback, learn their needs, and adjust your strategies accordingly.

Keep in mind that PR is an ongoing process, and continuous improvement is a must.

Therefore, it is highly advised to try different strategies, messages, and platforms to understand what resonates best with your audience.

It is quite OK to fail. Learn from failures and adapt your PR efforts accordingly.

By constantly improving your strategies, you can maximize the impact of your PR campaign and produce optimal results. 

Conclusion

As you can see, PR holds tremendous power when it comes to creating buzz around your brand. By following these twelve strategies, you have the opportunity to take your brand’s visibility and reputation to new heights. 

When it comes to PR, there are various strategies you can use to make your target audience interested in your brand. From writing compelling press releases that tell a captivating story to partnering with social media influencers who can help spread the word about your brand, the options are numerous. 

It’s important to be creative, consistent, and authentic in your PR efforts to make a lasting impact and build excitement around your brand.

Irina Weber
Irina Weber is a content strategist at SE Ranking. She loves helping brands create, publish, repurpose, and distribute content through marketing channels. She regularly contributes to media outlets like SEW, Adweek, SME, SMT, CMI, etc. Follow her on Twitter and LinkedIn.

RECENT ARTICLES

7 benefits of building authentic relationships with influencers

7 benefits of building authentic relationships with influencers

In today's digital landscape, influencer marketing stands as a formidable tool for brands aiming to reach target audiences and build brand awareness. However, just investing in popular influencers isn't enough. Consumers are looking for authenticity and can easily...

Maximizing the impact of influencer marketing on consumer behavior

Maximizing the impact of influencer marketing on consumer behavior

Influencer marketing has emerged as a pivotal strategy in modern digital advertising, leveraging the popularity and authority of individuals with large followings on social media platforms to promote products and services. Unlike traditional celebrity endorsements,...