Isn’t public relations the same thing as marketing? And does your business really need it? In this week’s podcast, TEPSBEST Marketing Director, Carolyn, and PR Intern, Kait, explore the top trends in public relations for building a stronger connection with your target audience for your personal brand and business.
Check out the FREEBIE offer for a PR cheat sheet!
We often hear the question, What is PR? Or Isn’t PR the same thing as Marketing? Yes and no. Public Relations boosts a business’s credibility. By doing so, it builds a strong relationship between the brand and the public. PR is essentially responsibly for keeping companies relevant by helping them gain trust with consumers and, obviously, increase publicity.
Believe it or not, PR and marketing go hand-in-hand. I mean, both work alongside personal brands and businesses to help them form a positive reputation and satisfy customer needs. If they play their cards right, sales will inevitably increase.
And, not to mention, all of us business owners want to see those sales increase. As with marketing, PR is seen through social media, press releases and advertisements. It is all about getting your product in front of the eyes of your target audience in the moment they think they need it.
Sound familiar? Check out last weeks podcast on why you should be focusing on local SEO.
Make your presence known so your brand and business can engage with more potential customers by following these 4 trends in the public relations industry.
1. Research and collect data on your target audience
This means finding out what their demographic is and how you are going to reach them. This is vital for brands who are just starting out. But, the good news is that since technology allows us to predict future purchases and patterns, we can use this to our advantage.
Collecting data will help you grasp what content and approach you should take when trying to build up those relationships. In fact, the process will be more efficient with less trial and error. I mean, you want to be a storytelling for your company, right? Data helps you build the outline to your story, they are the bones.
2. Collect data throughout each PR campaign
This is so you can track engagement and growth on all forms of communications. How else are you going to see what is working and what isn’t? You want to see what specific post styles are working better than others and learn what your followers want to see, while also attracting new ones.
This is especially important when you’re in the process of building your personal brand or business because you are still trying to figure out how you want the public to view your brand. From the look, the feel, the message, everything is important. This ties back into understanding your demographic. Because if you fully understand who you are targeting, finding your niche won’t be a problem.
3. Utilize influencers
Influencers are people on social platforms with a significant following who have a common demographic and ethics that align with your personal brand or business. The use of influencers to grow the awareness of new brands and businesses is constantly growing. Brands like TeaMi, FabFitFun and LiquidIV are famous for using influencers. I mean, when you are beginning to build a brand, using influencers is a quick way to spread your companies name and products.
It really works when you find the perfect influencer for your brand. But why they work so well is that their content seems more personal to the consumer compared to other traditional marketing methods. Your target audience is looking up to what that influencer uses and wears, so they are inclined to trust their judgement on product recommendations over an ad from a new company.
And let us just add that Influencers don’t have to be random people from the internet. You can use influential community members and local “celebrities” to talk about your brand and experience with your company. But make sure to stay away from making false claims or empty promises through an influencer because although that might help your engagement or outreach in the short term, the long term effect can really hurt your reputation.
PRO TIP: Reputation is so important in public relations and continues to rise as one of the most important elements of a company’s brand.
4. Create video content
Producing consistent video content for your business will allow you to express more of your desired image and personality. Unlike media exposure through the news or journalists, which is generally uncontrollable, this is a way for you to take control of your company’s narrative.
At TEPSBEST, we specialize in creating captivating video content. I mean, Jenna, our Senior Videographer, is amazing. Videos allow you to show what makes your company stand out and express more creativity and even your expertise. Not to mention, now-a-days consumers are more engaged with video content over a long article. Just saying, video is queen.
Although PR is often overlooked, like marketing, it is the backbone to all personal brands and businesses. PR may be behind the scenes, but is needed for any business to be successful, no matter the industry.
PR might seem like a daunting department, but we have your back with a FREE “Public Relations Cheat Sheet” so you can start getting your brand our in the public eye!
Tune in next week as Senior Videographer and Editor, Jenna, shares how to strategically incorporate more video content into your social media campaigns.