Good storytelling is the core of public relations. It’s one of the most effective ways you can convince target audiences to engage your products and services.
So, improving and expanding how you communicate your brand’s messaging through compelling stories can revitalize your PR strategy – and boost your bottom line. The following approaches broaden your reach and influence among key stakeholders:
1. Refine releases
Journalists are always interested in a good story, so help them find one by writing it yourself. News releases will continue to play a critical role in any successful public relations campaign if you incorporate the following elements:
- Great writing – be clear and concise
- Solid news angles – tie the story to timely topics like DEI (diversity, equity and inclusion) or the pandemic, if possible; think like a reporter; and explain why your story matters to an outlet’s audience
- Undeniable expertise – avoid too much self-promotion and include valuable information only your experts can provide
- Simplified messaging – use easy-to-understand language and limited or no jargon
2. Get creative
Reporter rejections to story ideas are inevitable. Honing your media relations skills and executing other tactics to exploit a well-constructed news release increases the likelihood its messaging will reach target audiences. For example:
- Incorporate video when possible to make releases easier to consume and more likely they are picked up. Leverage readily available technology like your smartphone camera to shoot footage.
- Post releases on owned platforms, like your website and LinkedIn; promote them on other channels, such as Twitter and Facebook.
- Be sure to make them shareable.
- Email relevant news releases directly to prospects and customers, along with a cover note piquing their interest.
3. Contribute content
Besides channels you control, explore other opportunities to tell stories in your own words. Newsroom staffs have been shrinking for years, increasing demand for articles written by outside authors.
Such content contributors are typically viewed as industry thought leaders, which translates to increased credibility – as well as visibility – for their employers. Consider approaching the following vehicles with timely, topical suggestions for contributed pieces or expert comment:
- Trade publications – editorial calendars detail planned special reports and areas of focus for the upcoming year
- Media outlets – news organizations are sometimes receptive to contributed content like guest columns
- Influencers – bloggers and other social media influencers often appreciate relevant contributed content, so long as it is not overly promotional
- Podcasters – interviews with niche podcasters who share one or more of your target audiences give you a direct line to key prospects
4. Partner up
With everything else on a business owner’s plate, it’s often best to leave PR to the kind of experienced professionals you’ll find at GYC Vegas, an integrated marketing agency that has been helping clients of all sizes effectively tell their stories for more than two decades. They consistently help businesses get recognized and meet long-term growth goals.
From developing a winning PR strategy, to writing stories that sell and placing them on channels that resonate with target audiences, GYC Vegas provides comprehensive turnkey PR services for companies looking to set themselves apart from their competition.
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