Top 4 Tips for Managing Your Own PR
There are many significant reasons why companies hire their own PR expert, or outsource to a firm. PR, press and public relations, can feel like an overwhelming job. However, it doesn’t have to overwhelm. Whether you’d rather just do it yourself, or outsourcing just isn’t in the budget just yet, you can manage your own PR and be successful with it.
- Start With a Goal
This sounds so elementary, and yet most companies who are just getting started with PR and developing a plan or a strategy do so without a goal. They have no idea what they’re striving to achieve. Your goal should center around what type of publicity you want to gain and why. For example, if your goal is to sell more products or services, then you’ll want to reach consumers through local or regional media. If your goal is to establish yourself as a thought leader in your industry, then your strategy would likely focus on guest blogging, influencer marketing, and connecting with media reps who cover your niche.
- Prioritize Your PR
Nothing is going to get accomplished unless you make time for it, and that includes press and publicity. If you’re balancing running or starting a business with trying to find time to fit in PR, you’re likely going to skip your PR. This would be an unfortunate mistake. Publicity builds brand awareness, which typically leads to more customers. A good rule of thumb is to aim to spend 30 minutes a day engaging in PR activities. After a few weeks you’ll be seeing a difference in your marketing efforts.
- Network Effectively
In the world of press and PR there are some very different goals for networking. For example, you’ll want to create a list of media representatives to target with a media outreach plan. You’ll also want to begin building relationships with bloggers and social media influencers in your industry. Guest blogging and influencer marketing can help you build awareness and gain the favorable PR you’re seeking.
- Focus on Content
There are myriad content opportunities for you to leverage; blog posts, white papers, case studies, webinars, and the press release. Don’t forget the power of a good press release. In fact, as you’re sitting down at your desk planning your content marketing for the next month and the next quarter, find places where a press release makes sense. These might include, for example, when you launch a new white paper, when you release a new product, or when your company is announcing new research, a new initiative, or a partnership. Press releases can reach a wide audience, especially when you use a press release distribution service.
Additional tips for managing your own PR include creating systems so that every day, every week, and every month you’re able to take productive steps toward better PR. Your steps should be measurable and as automatic and streamlined as possible. Leverage technology and plan ahead. Managing your own PR is possible, even for busy entrepreneurs. Systems and a strategic approach help pave the way to success.
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