Posted: May 11, 2018
Most business owners today understand the benefits of online PR UK and having a good strategy in place: increased brand awareness, leading to an increase in the amount of traffic to the website, which may lead to an increase in sales. However, for many companies it can be hard to keep coming up with a regular stream of content to feed the PR machine. This has perhaps led to a lot of content on the web which might be considered non-news, as businesses are putting press releases out for the sake of it rather than waiting for a really news-worthy event. This is bad for two reasons, one: too much non-news content being posted means people might not bother to read your actual newsworthy content, and two: poorly targeted content may not reach the customers you want it to. You don’t need to publish a lot because you want to attract attention, you need to make sure you are publishing the right thing at the right time to get the right kind of attention.
In order to integrate you pr toolbox with the rest of your marketing strategy, you need to keep the following things in mind:
There are two separate areas to think about when you think about your goals for your press release, the first is what are your overall PR strategy goals, and what is your goal for the particular piece you are about to publish? There is no point in just posting content randomly, you need to have an overall picture of what it is you are aiming to achieve and how each piece of content will help you get there. A good way to shape this is to think about the S.M.A.R.T model:
• S – Specific
• M – Measurable
• A – Achievable
• R – Realistic
• T – Timely
So, with this in mind 'we want to tell people about our new product' is not a smart goal. This type of goal will just end up with you writing a lot of the same content and putting it out there in a non-organised manner. For each piece of content, you write, therefore, you should also keep in mind the five W's:
• Who is my target audience?
• What do I want them to do when they have read my content?
• Where do they spend time when they are online?
• Why are they going to be interested in what I have to say?
• When is the best time for me to get the news out to them?
This might seem like a lot of questions but doing it this way is the only way to make sure that each piece of content you create puts your reader first, and each piece of content aligns directly with your overall business goals.
Target the Right People
When thinking about the piece of news you want to distribute, it is important to think about whether it is news that everyone will want to hear, or news that just a certain part of your audience will want to hear. For example, if you want to get the news out in mainstream media, there is no point just sending it to everyone you know, you need to target specific journalists by using tools such as LinkedIn. If your news is very niche, then you may want to narrow it down even more and target specific publications and think about the angle that will interest them, and then personalise the release to them before you send it.
Benefits not Features
It can be very easy to fall into the trap of talking about your company and your products/services everytime you send a release out, and this can quickly get quite tedious. People don't want to hear about how great your chief executive telling them how great the product is, they want to know what value it will bring to their life if they purchase it and what problem it will solve for them. Don't make them work too hard for the information either, tell them what they want to know clearly, rather than focusing on what it is you want to say.
There will be lots of things that happen within your company that won't necessarily be newsworthy on their own but might be if you group them together with other events. Instead of cobbling them together in one press release though, think about releasing them in a series one after the other – this is a great way to tell a story and you can use historical content as well.
By also looking at where your customer lives online (see 'Your Goals' above) you may also be inspired to release your news in a different way. For example, pictures and videos work really well on social media whereas blog posts are great tools for written content media to use for quotes.
One of the most important aspects of PR is relationship building. More often than not people will follow your brand on social media as they find your content interesting. The aim is therefore to provide your audience with content that is tailored to their needs, with the aim of building a relationship with them, engaging with them, and encouraging them to share your content with others.
As you can see, online PR can be quite a task, and so if you want to take advantage of the best press release service you should contact our friendly and experienced team today on 020 8720 6914 or by email at firstname.lastname@example.org