How to Level-up Your Public Relations Strategy.
Companies with industry-specific messages, whether it’s finance, energy, FinTech, wealth
management or cannabis may have difficulty creating buzz-worthy public relations
campaigns. Here are 5 ways to level-up.
- Use Press Releases to Instigate a Story
Please stop using press releases as THE public relations strategy. The purpose of a press
release is to share newsworthy information with media so that they will be interested
enough to write a story. If you are writing press releases and no interviews or stories
follow, then they are not successful. You are wasting your time and desensitizing your
media partners to your stories. Press releases should be short, to the point and omit a
few details so the reporter must reach out to find out more. - Show Up and Show Out for Diversity
Many companies are evaluating their messaging and subject matter experts (SMEs) to
ensure they are promoting diversity. A savvy public relations strategy goes further and
develops meaningful relationships with diverse reporters, producers and publications.
Media that caters to specific demographics, such as religion, race, gender and disability
are often overlooked in media strategies. This can hinder authentic connection and
necessary engagement with various client demographics. - Harness the Power of Lifestyle Publications
Decision makers who read the Wall Street Journal and the Financial Times may also read
Runner’s World, Black Enterprise and Instyle Magazine. Many Lifestyle publications have
sections that cater to finance, tech and professional services. Often, your message is
better received when the client is off-the-clock and there is a relatable story as a backdrop
instead of market information or a sales pitch. Your SMEs also have hobbies outside of
work. Leverage their interests to connect to target audiences in publications that cater to
your target demographics. - Use video pitches
Hire a makeup artist and get your spokespeople camera-ready with short and energetic
video pitches. They are more personable and make it easier for reporters to connect with
the topic and SME. They can be reused as website, email and social media content. If the
goal is to propel your SMEs into TV, these pitches are a solid introduction for producers
and hosts. - Create memorable experiences
We all know the saying, “it’s not what you said, it’s how you made them feel.” This is true
for your PR strategy. Effective messaging evokes emotions and through events the
messaging comes alive. It’s no longer enough to tell clients what you are going to do, now
you must show them through experiences that they can share with others via invitation,
word of mouth or social media. Media are drawn to events where they can share the
experience with your brand, products and services.
- Personalize the strategy
Content that lacks personality lacks personal interest. When talking about market events
it’s important to share stories that connect the emotion to the topic. For example, when
discussing gas prices, sharing a story about the first time you realized how much it costs
to fill up your gas tank – every driver can relate to that experience and will be more open
to the information you share.
In a fragmented media landscape, companies need sophisticated multi-layered media
strategies to tell meaningful and authentic stories. These updates can elevate your public
relations strategy by increasing client sentiment, media inquiries, share-of-voice and
revenue.