8 timely tactics to improve your public relations efforts

by | Aug 5, 2020 | Public Relations

Public relations should be a top priority in any business. Effective and well-planned PR campaigns can bring about several great rewards. In particular, PR allows businesses to create meaningful connections with their audience and build credibility and authority within their industry. This should lead to increased sales and profits over time.

Smart companies should constantly look for ways to improve their reputation online and enhance their public image. On that note, here are eight strategies to improve your PR efforts:

1. Utilize social media platforms

Many experts believe that social media is the most effective PR tool available to modern businesses. Social channels like Facebook and Twitter provide PR pros with instant access to a wider audience and offer far more opportunities to connect with customers online and develop lasting relationships.

For that reason, many companies now combine PR with social media marketing to build brand awareness and maximize the results of their digital marketing campaigns. According to advice on medium.com, businesses should build a PR strategy for different social media platforms and tailor campaigns to match the particular platform and audience. PR professionals can also utilize social media channels to engage with members of the press and identify what topics journalists are discussing and sharing online.

2. Choose the right media for your brand

PR professionals use various types of media and platforms to connect and engage with their audience. You must do detailed research and determine the most effective way to reach your target audience and share your message. For example, find out if your audience prefers radio or television. You can then tailor your PR campaigns to boost their effectiveness and maximize your results. It is a good idea to experiment with different media platforms and monitor the results to determine what works best for your brand.

3. Install a digital asset management system

Managing multiple media outlets can be a difficult and time-consuming task, particularly if you are busy with other business activities. Investing in a DAM (Digital Asset Management) system can elevate your PR efforts in various ways. DAM software allows PR professionals to store and access various digital assets such as photographs and videos via a centralized database. This helps keep PR teams organized and productive by allowing individuals to locate the digital files they need quickly and conveniently. DAM software can also be utilized to help businesses maintain consistent branding while enhancing communication within the PR team. Overall, DAM software is an extremely valuable tool used by many PR professionals and companies to boost their PR strategies.

4. Create publicity opportunities

Skilled PR professionals know the importance of creating publicity opportunities to promote products and services and build a positive public image. For example, you could support a charitable cause and host a fundraising event. This gives the local media a reason to post press releases about your event, which in turn, will boost public perception of your brand and improve public relationships.

5. Write engaging content

The content you post must be engaging and newsworthy if you want members of the press to publish it and share it online. Make sure that you research hot topics in your industry and create relevant content that will captivate your target audience. You should try to avoid writing content that is overly promotional and make sure that your articles have a strong news angle.

You should also include quotes and figures from relevant industry leaders to make your content more informative and credible. If you are struggling to write engaging content on a regular basis, then you should consider outsourcing this task to a professional content writer. An expert writer will develop content that will add value to your PR campaigns and ensure that your content is specific to your intended audience.

6. Build relationships with the press

A key part of effective PR is building meaningful relationships with journalists and other members of the press. Instead of just emailing your press release to generic media channels, take the time to call journalists and discuss your brand and message. This will help you build strong relationships with journalists and it means they will be more likely to write about your business and products in the future. As mentioned, social media channels can be another effective way to connect with influential members of the press online.

7. Start a company blog

If a PR campaign is successful, then it should drive traffic to your website and increase the number of visitors. You should capitalize on this by writing a company blog with posts repeating the information included in your original press releases. This will provide visitors with more relevant information on the products and services that your company offers. Starting a company blog gives users a reason to visit your site and is a cost-effective strategy to generate leads and build your reputation online. There is a great selection of articles offering detailed advice on how to start a successful blog for your business.

8. Train your staff

Providing your staff with additional training can be an effective way to improve your PR by equipping your team with the skills needed to implement strong PR campaigns. For example, training your staff on complaint management will mean that your teams are able to handle customer complaints more effectively. Quality customer service is fundamental to maintaining a good public image, so improving the customer experience should be a key focus on every PR strategy. Gaining additional qualifications can also boost the credentials of your company and help to improve your reputation and overall brand image.


People now have easy access to a huge variety of businesses and products. Consumers want to spend money with brands that they know and trust, which means public perception is more important than ever. Every business should invest in PR as a way to build meaningful relationships, increase brand credibility, and build their reputation online. Try implementing the above strategies to boost your PR efforts today.

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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