Acquiring a new business is exciting, but like any venture, it comes with its own set of challenges. If you’ve taken on a business in a new niche, for example, being able to navigate the waters of that industry could prove difficult, especially if it requires additional learning on your part. Or, you may have taken on an acquisition that fits your existing portfolio, but you’re finding it difficult to properly promote your new services.
Whatever the case, being able to market your business and generate awareness is key to its success. Below we outline five PR tips to use after acquiring a new business.
1. Be creative
As with any form of marketing, a PR campaign should be innovative, creative, and unique. Putting together a campaign that’s original and possesses excellent content will be key to ensuring that it’s noticed and successful. Whether you have the help of a team or you are going it alone, try to come up with a campaign that stands out from your competitors and offers a unique perspective that will allow you to increase brand awareness.
If cost is an issue, you may want to look at commercial finance and see whether there is any finance or credit available that could support your investment into a solid PR campaign.
2. Build relationships
In the early stages, you’ll want to be networking, introducing yourself, and building relationships at a variety of levels. This includes contacting local press, bloggers, journalists, trade publications, and other media that will allow you to produce positive press coverage. Ensuring that you are consistent and have a solid story to offer will be key while you’re developing these relationships. The more you get to know these contacts, the more you can build up a press list and refine who you communicate with.
3. Have a well-written elevator pitch
It’s all well and good to develop a fantastic campaign, but if you aren’t able to come up with a well-executed elevator pitch, this could hurt your reputation and decrease the number of press releases you can do. Being able to say — on demand — what your products and services are will be essential to building relationships and creating trust with the press and media about your ability to deliver.
4. Establish your authority
As with the elevator pitch, positioning yourself as the primary expert in your field will go a long way with the media. If they see you as the go-to source for a good story or service, you will stand a higher chance of being promoted. Ensure you find ways to communicate your brand and your reputation as an authority on the subjects, services, and products of your new business acquisition.
5. Get to know the audience
This point is obvious, but it’s also essential. Knowing who you’re targeting in a PR campaign is vital if you’re going to reach the right people. This involves knowing what newspapers they read, what social media they follow, as well as what TV and radio programs they tune into. Knowing the audience is also important for being able to produce relevant content with a brilliant story behind it.
Acquiring a new business can lead towards great success, but it’s important that you set the right gears in motion first. Being able to produce a well-executed PR plan that targets the right audience and is publicized widely will be one of the key steps to ensuring your new business reaches the lofty heights it deserves.
