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 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!