Tag Archives: media relations

Three Public Relations Rules to Live By

 

Try these public relations rules to live by.

Public relations is an essential part of any marketing plan. Good PR work can build brand awareness and a positive public image. Poor PR work can destroy all of that hard work almost instantly.

Successful public relations efforts are often the result of extensive planning, good research and producing quality work. These three public relations rules to live by will help your company achieve its marketing goals and establish your team as pros in the industry.

1. Plan Ahead and Be Prepared

Public relations requires much preparation and planning. Before you push forward with any ideas, you have to have a well-defined public relations strategy. That strategy becomes your plan — your roadmap — for how you plan to elevate your brand through public relations.

It’s also important for your company’s PR team to plan for various projects and to always expect the unexpected. Obstacles will always arise last minute, so you need to have a backup plan. For example, if you are sending out a press release about a new product and you learn that a competitor is doing the same, you need to be able to change the messaging and timing, as appropriate, to ensure that your message is heard and seen above all the others out there.

2. Do your Research

Good public relations requires a lot of research. You need to spend time getting to know the media and the reporters and researching relevant information about your business’s industry — third-party statistics or research that backs up your information. Without solid research, story pitches, press releases and other PR work can fall flat.

Proper research also includes learning about and getting to know the right reporters and contacts. Connect with reporters in your industry. Read their stories and engage with them. Building relationships with the media is one of the best things you can do to get a reporter to listen to you.

It is also important to stay up to date on what is happening in your industry and who is reporting about those topics. While doing research can be time-intensive, it is a crucial part of good PR and can result in more media placements and positive press.

3. Produce Quality, Not Quantity

It is easy to get caught up in the excitement of PR and think that a thousand mentions are better than a few strategic placements. But believe it or not, your business will be more successful if you focus on quality, not quantity.

Identify 10 to 15 media contacts who write about your industry and who deliver news to audiences that your business cares about. This helps ensure your work and the media outlets are the right fit!

Public relations can be challenging, and GREENCREST can help! Let us create a comprehensive marketing and public relations plan for your company! Contact the GREENCREST experts today!

How to Choose the Right PR Agency for your Company

Choosing the right PR agency

Regardless of your business or brand, having the right Public Relations (PR) agency is the only way to make sure your successes are being shared throughout your industry.

You work hard to make your business successful — putting in long hours, taking on more work and making tough decisions. When the hard work pays off and your company achieves a new goal or level of success, it only makes sense that you want to share that excitement. However, to get your story told to the right audience, you have to find the right PR agency that knows how to do so.

Here are the most important things to look for in a PR agency to make sure you’re making the best decision for your company:

Agency Size

Whether you’re a small, family-owned business that is just starting out or a multi-departmental corporation, it’s best to find the right agency for your needs. Whether the agency is small or large, if they have a dedicated PR team with enough staff to handle your needs, you’ll be set. In the end, it all comes down to what your goal is and how intricate of a plan – and team – it will take to get you there.

Agency Approach

When looking for the right PR agency, you should consider the approach that the agency tends to take with its clients and its work. A good agency will approach each unique client with custom solutions that will help cut through the clutter of everyday news releases and pitches, to help get the company’s story heard. This will help you get a better understanding of the agency’s overall approach and help you determine if it will work for you and your business’ goals.

Agency Connections

In order to have your story heard by the right audience, it’s important that you choose an agency with a variety of media connections. This will ensure that no matter what your company’s area of expertise, the PR agency will have a reporter or contact that specializes in the same thing. If you are a B2B company trying to reach a market about a new industrial product you’re releasing, you want to work with an agency that is familiar with your trade and will be able to find media connections in your industry and geo-target.

Agency Price

While having the best representation is very important, so is your budget. Discuss all of your needs with the agency to determine if it can do everything you want within your budget. However, if the price doesn’t match immediately, don’t fret — most agencies are willing to work with their clients to create a plan that is both effective and budget-conscious. After all, a good agency will want what’s best for its clients and will do whatever it takes to achieve that for them.

The better the understanding and relationship you have with your agency, the more likely the agency will be able to fulfill your expectations. Consider these four points when seeking out an agency, and you’re bound to find the perfect fit.

Interested in seeing if the GREENCREST public relations team could be right for you? Contact us today with questions or to set up a meeting.

 

Public Relations Tools You Can’t Live Without

Business Strategy

 

Smart marketing plans include public relations, which requires a dedicated staff using the right public relations tools to get the job done. Public relations is a crucial component of marketing and, when done effectively, can change the game for your company’s overall marketing strategy. Today, there are many helpful tools to help you stay at the top of your game.

 

Traditional public relations — such as media relations, sending press releases and pitching story ideas — and public relations technology — such as website SEO and social media — are both important for a successful marketing campaign. These public relations “tools” will help with all aspects of public relations, from pitching stories to monitoring social media.

 

A Passion for News

If you don’t follow the news, your company could be missing out on some big coverage opportunities. Read or watch stories so if you see a story developing that could relate to your product or service, you can capitalize on that and share your own news. If you don’t know what’s going on in your community and in your industry, you can’t take advantage of relevant stories.

 

Relationship Building with the Media

Just as reporters have to know their sources, you have to get to know your reporters. If you have a good relationship with a reporter, they are more likely to reach out to you when they cover a story in your industry. Relationship building takes time, but has a big payout.

Start building these important relationships by calling publications to find out which reporter covers your industry and ask for their contact information. Although it takes a while to build a media list of contacts, it’s worth it. Once you’ve identified these reporters, read their stories, follow them on social media and keep in touch with them — even when you don’t need anything from them. That way, when you do pitch a story to them, they will know who you are — putting you one step closer to getting the story you want.

 

Google Alerts

Google Alerts is a tool Google offers that helps you monitor various topics, people, etc. For example, if you created a Google Alert about McDonald’s, you would receive an email notification anytime a story was posted about that company.

Google Alerts are helpful in media relations as well. Once you create the alert, you will receive emails when a story runs that mentions your company. This is not fool-proof — sometimes stories run in the media yet they won’t show up in a Google alert if the story isn’t posted on a website. However, using Google Alerts does lessen the need to scour the web for hours, searching for news mentions.

 

Social Media Management Tools

Social media greatly changed the marketing game, giving people unlimited access to companies. Customers can now interact with brands all day — whether that be at 2 a.m. or midnight — so it is important to monitor comments, likes, shares, etc., constantly to address any issues.

Social media management dashboards have grown over the years and can now provide comprehensive reports about your followers, their locations, their activity and more, for multiple social media sites, like Facebook, Twitter and Instagram. These tools help identify which social media strategies are working and which aren’t. In order to stay on top of your social media efforts, your public relations team should have some form of social media management.

 

With these four public relations tools and more, you’re sure to find success in your marketing strategy. Take advantage of all of the tools available to ensure you’re doing the most for you company!

 

Does your company need help with public relations? GREENCREST has you covered! Let us create a comprehensive marketing and public relations plan for your company! Contact the GREENCREST experts today!

 

Top 5 Tips for Media Relations

 

Media Relations Tips

An ongoing media relations campaign is the best approach to secure repeated coverage in a variety of media outlets. The following five tips will help you make the most of your public relations efforts.

1. Establish A Message

Like any other marketing or promotional initiative, success begins with strategy. Establish a strong and consistent message that focuses on what makes your company unique. Position yourself as an industry expert and target the message to your prospective markets. Use this message in press releases, media pitches and as a talking point in interviews.

2. Know the Reporter

What kind of stories does the journalist typically cover? Who are the journalist’s readers, viewers or listeners? What is important to them? What do they like? Knowing the reporter’s style, beat and audience is a key component to successful media relations.

3. Provide a Quality News Angle

Think like a reporter. Journalists typically look for stories that have one or more of the following elements:

  • Timeliness. Does the story contain information that is new or relevant to current events?
  • Impact. Does the story resonate with and affect the reporter’s audience?
  • Uniqueness. Do you approach the story from a different and interesting perspective?
  • Conflict. Does the story cover a struggle or an encounter with danger?
  • Proximity. Is the story local and targeted to the reporter’s readers, viewers or listeners?
  • Celebrity. Does the story involve someone famous?

4. Know the Deadlines

Journalists are always on tight deadlines. It’s important to know the deadlines so that you provide them with the story on time. A story pitched a day or two before deadline will most likely not make it into the publication. Schedules vary depending on the media outlet. For example, magazines typically work three months ahead while weekly newspapers or news programs work just days ahead. Likewise, respect a reporter’s deadline. If a journalist on deadline calls, respond as soon as possible.

5. Interview Well

Reporters look for clear, simple quotes that help tell the story. Interview skills are critical in securing a positive, lively story. Before the interview, make sure you are well-informed on the subject matter of the interview. Prepare a few key messages that you will want to communicate. During the interview, listen to the questions and provide an answer while staying on message. Get to the point immediately and provide details later. Also, don’t feel rushed to respond. If you need to confirm details with someone, let the reporter know. But send them the information as soon as possible.

For further media relations assistance, contact the public relations experts at GREENCREST.