Public relations has always been (and always will be) a big part of every company’s strategy. Without proper PR you fade into obscurity. You aren’t memorable. And this could cost you some fans who would otherwise have been loyal repeat customers.
With all the social media tools available these days, your customers expect to see you if they’re repining over on Pinterest or scrolling down their Instagram feeds. More than ever, social media is part of your public relations – your perception by the public – and creating a proper public relations profile involves a ton of work and forethought. 2013 aims to be the biggest year for PR…but why?
A Brand New Year
Technology is constantly changing. That’s an inevitable fact, especially in this day and age. The more humans want the more they create, which leads to a better lifestyle … which leads to wanting more things, and so on and so forth.
2013 will be no different. There will be no shortage of interesting and useful inventions and new businesses to come out in the New Year. As a result, your business may get completely lost in the mix even more than usual.
Why? Because once a business becomes successful, even moderately so, the copycats come out of the woodwork. Not that they will completely ape your model, but they could take most of it and tweak it just a bit. The big difference between them and you will be your PR.
Your “voice” in the business world is the thing that defines you the most. Not the product itself – like I said, every business model can and will be copied. The way you approach your business makes all the difference in the world.
How to Handle It
So how can you make sure you’re approaching public relations in the New Year the right way? As mentioned above, it’s all about hard work and forethought. Anything else and you may end up floundering around wondering why nothing is working.
Forethought obviously includes coming up with a plan, but it’s a very focused and specific type of plan you need. While you’re figuring out your PR, you also must think about how everything you do reflects on your brand. This isn’t the time to be sending out tweets and going to charity events willy-nilly.
Make a PR calendar. If you have big initiatives – new products, new services, a big change in your business model – be ready ahead of time. The worst thing you can do is send out a press release the day of your big event, or forget to hype up your big conference so all you end up with on the showroom floor is crickets.
Secondly, give some thought to your brand voice. For example, if you plan on portraying your company as a very serious, business-oriented brand, the blog posts including the “Daily Jokes” section probably won’t work. Some things will undoubtedly change.
Finally, make sure you’re keeping up with inevitable changes in the business world. Who knew Pinterest would rise to become the 3rd largest social media network? If you were in on the ground floor of Pinterest and figured out how to monetize your presence there, you are sitting pretty right now.
Let’s say next year there are rumblings Facebook will no longer work with Android phones soon. If most of your PR is built around Facebook on mobile devices, you suddenly have a big problem. If you didn’t keep up with current info, you would have gotten a nasty surprise one number.
Why is 2013 going to be YOUR year?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/insider/beginnersguide.html