Public relations has always been a powerful tool for companies, helping to position businesses as experts in their industry as well as a positive and influential force in a local community. PR helps build that bridge of trust between a company and its customers and constituents, which in turn fosters long-term relationships that will then positively impact an organization’s bottom line.
In today’s modern world there are more tools than ever to help companies succeed at PR. Here are five tips to help your organization take advantage of them.
Create & Pitch Podcasts
It’s a common fact: more and more people prefer video and image-based formats to receive information. Take advantage of this preference by creating well-researched podcasts that can be broadcast regularly from your company website or by positioning your executives as guests on external podcasts.
Carve out an area of expertise or specialty so that each of your podcasts address another facet of an important topic within your industry. Consider booking fascinating guests that can help support a new, yet related, angle to your podcast. Keep a careful eye out for current hot topics, either within your industry or in the world at large.
If running a podcast doesn’t seem quite right, pitch other well-established podcasts in your realm. As a guest and expert in your profession, you’ll be not only able to increase credibility in your industry, but also gain public relations exposure to larger audiences. Being a podcast guest is a great way to implement a call to action and to prove your brand is professional and credible.
Find Guest Blogging Opportunities
Although starting your company blog is a frequently used public relations tactic, the idea of guest blogging on other industry platforms is not as common. In many ways, guest blogging can have a more significant impact because a third-party website essentially endorses your company’s contribution by publishing it. It’s a current version of “getting covered” in a major newspaper or broadcast.
Find a broad topic that’s important to your industry and bring a unique angle or perspective to the conversation. In addition, you may want to find ways to provide helpful tips or information to your customers through guest blogging so you can be perceived as a partner in helping them solve issues and problems relevant to them.
Be sure you review comments and feedback from any blogging activity. In many cases, your guest blog may generate additional questions or help to show you the reaction of your customers, competitors or stakeholders on a particular topic.
Provide Content for Business and Lifestyle Sites
Many third-party organizations and websites discuss a myriad of business, consumer and lifestyle topics these days. Find a editor or writer who covers an area related to your business and provides some quality story ideas to help them create great content.
By providing content, you not only give them a helping hand, but you have more control in molding your brand and image publicly. Provide images in addition to sources and information; it’s an excellent opportunity to showcase your logo or top executive’s head shot, or introduce your slogan in a consistent manner.
In addition, you may want to work on fostering long-term, mutually beneficial relationships with key writers by offering to help locate sources and executives for articles they are currently working on. If you can establish yourself as a helpful source, you may be someone they regularly contact for future stories.
Contribute Columns or Articles for Industry Outlets
Similarly, many of these businesses, consumer or lifestyle sites may accept guest columns on a regular basis. Find out the kind of content they want to provide and the types of contributors that are seeking and help fill the need.
For example, an industry-specific website might be looking for a technical professional to address some specific technological development each other. Another site may instead be seeking perspective from c-level executives who can shed light on the bigger picture of the market as a whole.
If you have a current client base willing to share success stories, these are always in high demand. Readers love to hear how another organization grappled with a problem, sought and implemented a solution, and realized positive results. These types of case studies are worth their weight in gold as they sell your product and service by sharing real results that affect a company’s bottom line.
Offer Your Executives and Professionals as Speakers
Even in today’s age of technology, there’s nothing quite like hearing someone speak in person on an important topic. Local, national and industry-wide organizations are always looking for guest speakers for conferences, meetings, and conventions. Take the time to brainstorm which organizations may be the most beneficial for your company to assist, and then check out what events may be coming up where you can participate.
Consider everything from a simple lunch meeting at your local chamber of commerce to a keynote speaker spot at your industry’s annual conference. Hundreds of opportunities in many venues exist to help you show off your expertise and knowledge. Check out opportunities at local universities and business network international groups.
In addition to exposing your organization to important audiences, these events also provide a great networking opportunity for you and your employees to get the word out about your business on a more personal basis. Be sure that your employees are well trained in your company message. If you can foster a positive company culture and get your team of professionals to believe in your product and service, not merely come to a job, you’ve expanded your marketing team significantly.
If you’d like some support for public relations in Las Vegas, contact GYC Vegas. This marketing agency Las Vegas has provided podcast, blogging, event planning, and speaker management for organizations, both large and small, around the country.