When was the last time you pulled together a public relations campaign? A year ago? Four years ago? The 1980s?
As a coach or speaker, you know the importance of having a strong PR strategy; but if you’re like many of the folks who’ve come through my virtual doors over the years, you likely don’t have any sort of public relations system in place. So while you’re not alone, that doesn’t mean you shouldn’t be scolded just a little bit!
PR is another area in which business owners seem to expect social media to do all of the heavy lifting, but in reality, social media should be just one component of your overall grand PR strategy.
Now, before we talk about what components should be in your public relations strategy, let’s take a step back for a minute and talk about your overall marketing plan. (If you don’t have a marketing plan, you really should stop reading right now and go put one together!) Your marketing plan should contain a section that focuses on public relations—ways in which your company can capture the attention of the media. Once upon a time this would likely have included a plan for print medium, radio, and TV. And depending on your business and your budget, it still may. But nowadays, PR is much more likely to use more modern (and less expensive) methods.
Components of a strong Public Relations strategy
Press Releases. A great public relations plan should include regular press releases being written (and submitted to media) about newsworthy things happening in your business. Whether it’s a unique new service, a milestone, an award or honor you’ve received…there are many occasions when you can, and should, be writing and submitting press releases to the media. (And, by the way, with the Internet, this is much easier than it would have been in the 80s!)
Quality articles. Another component of your PR plan should be a steady stream of articles that are submitted to top article submission sites like Examiner, Technorati, Ezine Articles and PRLeap to spread your expertise around the world. You should also be pitching those articles to members of the “new” media and trying to get opportunities to be talked about in the news or on podcasts. There is a ton of great podcast shows out there that could be great additions to your media outlets. Why not send your articles to the hosts of a couple of shows that reach your target market and pitch your story?
Media kit. If your goal is to be booked for speaking engagements, you NEED a media kit … or at the very least, a one-sheet. You should have one (or both) of these at the ready; both in printable form and as a download on your website. Having a media page with a downloadable one-sheet, photos and other information on your website to attract meeting planners is definitely a good idea.Have a media page with a downloadable one-sheet, photos and other information on your website.Click To Tweet
Exposure after the fact. There should also be a plan in place for how to maximize your exposure following a speaking engagement. Whether that is to submit a press release about the event, write a blog post about it, or share photos on social media. Don’t just let the momentum of a great speaking engagement fizzle. Piggyback on its success!
Social Media. Of course, social media will be a key component to your PR strategy, but as you can see, it shouldn’t be the only one. And speaking of Social Media, a good Social Media plan should have a bit of strategy behind it, too.
If you need help developing a PR strategy for your business, just let us know …we would love to help you make that winning pitch!