How to ensure PR success in 2023
Here are our 5 top tips when it comes to ensuring PR success and standing out amongst the competition.
Step 1 - Have clear objectives and goals.
Creating distinct goals for your business to work towards is essential when ensuring PR success. While it may seem fairly obvious, many companies fail to set precise aims which then leads to a constant feeling of dissatisfaction.
What does successful PR look like to you? Everyone will have a different idea of success so it is important to nail this down instantly so that it can be used at the core of all of your strategic decisions. This will then create a clearer message for both your team and your consumers.
Building a straightforward set of objectives also makes it easier for you as a PR team to determine your target audience. Are you looking to achieve mass coverage on Instagram? If so, your priority would be social media users.
Set long-term dreams but short-term goals. Realistic outcomes are needed to maintain a positive environment within your business.
Step 2 - Know your audience
A key stepping stone to achieving your desired outcome is to understand the people around you.
Who is your client? What are they looking for? Who is my target audience? How can I reach them?
Understanding what your team wants out of you will eliminate confusion and make success easier. The two main elements you need to understand within your business is your client and their target audience. Making a harmonious match between the two will provide everything you need to reach your PR goals.
Knowing your client and their target audience inside and out allows you to customise all aspects of your PR magic to their needs. We’re very good at adapting to what the customer wants; it's a key part of the job.
When you gain that expert knowledge of your client and everything that comes with them, you can then make better decisions based on their wants and needs. This makes everyone, including you look good. You’ll avoid miscommunication as you’ll be crystal clear on what is expected from you and you’ll form strong connections. Treat your client like part of your PR team - build that relationship with them and more often than not, you’ll reap the benefits.
If you’re struggling to identify your audience, Sophie Attwood Communications can help. Contact us today to transform your business efficiently.
Step 3 - Identify the right platform
It's crucial to determine the ideal platform or media outlet for your client. Remember, it's not about your wants and needs. Think about what the client wants and who is going to be interested in them. While Vogue and Harper’s Bazaar may seem like your dream coverage, the success of your client may require different platforms.
Top tip - always keep your social media updated. Ensuring that both your and your client's social feeds are frequent will aid you when working for success. Social media is the most powerful tool that a business can use. Instagram has around 1.440 billion users so it's no surprise that keeping your pages updated is crucial. Nowadays, many consumers find their sources through social media. So while social media may not be your client's platform of choice, keeping it updated is definitely a must!
Step 4 - Be creative
If there's one piece of advice that we can give you, don’t copy and paste your pitches to journalist after journalist! Trust us, they know!
You need to make your emails and outreaches personal. Ask them how they are. Address the journalist and their company within the email. Express your love for a piece they’ve written in the past. It’s these little added touches that will stand you out from the crowd in the PR world. A little effort goes a long way!
Add a sprinkle of your magic to the email you’re sending out. Top journalists receive over 100 pitches a day. So how are you making yourself stand out to get your client that coverage? Grab their attention with a humorous heading or a clever catchphrase. Just as you want the best coverage for your client, a journalist wants the best content for their audience. They want a statement piece, something that will grab their readers’ attention - treat your pitch with the same attitude.
Why not spend a bit of time researching what the platform usually writes about or posts? Adapt your pitching to this information. Journalists usually know what they’re looking for so use this to your advantage.
While creativity is key, persistency comes a close second. Don’t be disheartened when journalists and recipients don’t reply. Keep chasing them and pitching new ideas and your time will come. It just makes you appreciate every bit of coverage that little bit more!
Step 5 - Keep track and share your success
The final stage when it comes to ensuring successful PR in 2023 is showing off your achievements. The more attention that you and your brand receive, the more popular you’ll become which will naturally bring you more demand and coverage.
Be proud of your success. Share everything on your social media and website. Make it so that everyone who is able to view your coverage can. Even attaching a link to your recent coverage to your email signature will make a difference for both your team and your client.
The most important outcome in PR is ensuring that your client is happy with your service. Celebrating your work online for everyone to see shows your consistency and makes you desirable!
