5 fundamental ways to improve your public relations strategy

by | Oct 29, 2019 | Public Relations

Focusing on ways to improve public relations strategies within your business can bring about a number of rewards, including better visibility, improved credibility, and stronger relationships with both customers and clients alike.

Overall, this should lead to more sales and higher revenue potential within your company. For that reason, public relations should be a key focus within any business, regardless of industry or size.

With this in mind, here are five simple ways to improve your public relations strategy:

1. Social media

Many professionals believe that social media is the most effective public relations tool available to modern businesses. According to experts at Inc.com“social media helps public relations perform a more varied and effective role by assisting with relationship management, identifying threats, and engaging influencers.” Businesses can now use social media platforms like Facebook and Twitter to create and publish official information about their company instantly, without the need for time-consuming press releases—this makes the whole process far quicker and more effective.

In the digital era, many people look on social media to see how a company responds to negative press such as poor customer experience, or negative feedback on products. Companies can use social media platforms to post carefully draft content that helps protect brand image while minimizing the potentially detrimental effects of negative press. All businesses should be taking advantage of social media as a way to connect with their customers and manage public opinion.

2. Qualifications

Qualifications can be an effective way to improve public relations by equipping employees with the skills needed to understand and implement successful public relations strategies. For instance, sending your staff on a complaint training handling course means they will be better equipped to manage and resolve customer complaints. Customer service should be a vital element of all public relations strategies, so it’s essential that you focus on ways to improve your employees’ level of service.

Qualifications can also help to improve the credentials and brand image of your business. For instance, schools can get their teachers to complete a special education credential that equips them with the specialist skills and knowledge to teach students with disabilities or other learning difficulties. Having this accreditation can help schools boost their public image, appeal more to their target audience, and increase enrollments within both public and private school settings.

3. Customer service

As aforementioned, customers and relationships are fundamental to the success of your business and play an essential role in public relations. You should also keep in mind that negative feedback travels extremely fast in the modern world, particularly through social media platforms. This can be extremely damaging to your business, both in terms of reputation and revenue.

On the other hand, consumers are far more likely to be attracted to companies that have a reputation for providing excellent customer service. Hence, why it’s so important to focus on ways to improve the customer experience and deal with any complaints in the most effective way possible.

Here are some ideas to improve public relations with customer service:

  • Have a member of staff or team that is dedicated to monitoring social media accounts or other customer feedback accounts. This will ensure that any customer complaints or queries are dealt with swiftly.
  • Encourage customers to post feedback and reviews. This will demonstrate your level of service to other potential customers.
  • Implement software like bots that can provide customers with 24/7 support to any questions or queries that they may have about your products or services.
  • Provide your staff with frequent training on various elements of customer service such as complaint resolution, and effective communication.

4. Sustainable practices

In today’s society, people are increasingly becoming eco-conscious in response to growing concerns over the state of our planet. As a result, consumers are looking to support green businesses that adopt sustainable practices that minimize environmental harm.

A recent survey by Nielsen found that a massive 66 percent of global consumers are willing to pay more for sustainable brands. Along with boosting sales, going green can significantly reduce your energy bills, lower your carbon footprint, and make your company appeal to a wider target audience. Some simple ways to make your business greener include improving your workplace recycling policies, minimizing your electricity usage by turning electronics off from the wall when not in use, and encouraging green commuting.

Switching to renewable energy sources is another fantastic way to instantly reduce your carbon footprint. Advancements in technology mean it’s now quick and easy to have solar panels installed on your work premises. This will allow your business to generate its own source of clean, renewable energy. Alternatively, you could consider switching to a green energy provider that uses eco-friendly energy sources.

5. Promotions

Promotions can be an excellent way to build interest in your products and services, reward loyal customers, and boost sales. You can choose to release a wide range of different promotions including competitions, coupons, and sweepstakes. Referrals and new customer discounts can help improve brand exposure and attract new potential customers to your company. While loyalty programs help you regain valuable repeat business by showing customers you value them. You should conduct market research to understand the best way to reach your target audience and to determine which promotions would be most effective.

Experiment with a range of different promotional strategies and monitor their success to help you identify which promotions are more effective in your business. Make sure to promote any offers through social media platforms and other communication channels like local newspapers.

In conclusion

All businesses relate to the public in some way, and successful companies understand the need for positive public relations. A strong public relations strategy can improve brand reputation, enhance your company image, build stronger relationships, and increase sales and profits. These are all essential if you want to build an authoritative business and secure good revenue growth. Fortunately, there are many simple ways to build strong public relationships—use some of the above tips to improve your public relations strategy today.

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Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.


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