Public Relations in the digital age …
How are you currently handling Public Relations in your company?
Wait. You think because you’re not a Fortune 500 company you don’t need to have someone managing your PR? Hold the phone!
A PR strategy in this digital day and age is more important than ever.
What exactly is Public Relations?
According to the Public Relations Society of America (PRSA) “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
And with today’s digital landscape, Public Relations has become easier and more challenging, all at the same time.
With the Internet being what it is, reputation management today must be a daily, ongoing business activity. Why? Here are just three good reasons:
- You have so much global competition that you need to get word out right away about any news going on in your business that might be of interest to potential clients and customers.
- With the wild popularity of social media, people can be talking about you in a negative way. You’ve got to know so you can address the issue right away and nip it in the bud to stop the negativity from spreading.
- Consumers may be spreading the word about your business in a positive way, and you’ll want to respond promptly to keep that good will going.
If you are too overwhelmed with your daily business operations to monitor your social media feeds, you really need someone else to do this for you; and this person must be given clear direction regarding how to respond to any issues that pop up. Note: This is not optional! You can’t afford not to have someone monitoring social media for mentions of your business – good or bad.
Here’s a little tip for that. Don’t assume anyone talking about you on Twitter will use your handle or the proper spelling of your handle. Use a program like Hootsuite to monitor Twitter for mentions of your business without the use of your actual handle!Use a program like Hootsuite to monitor Twitter for mentions of your business without your ID!Click To Tweet
That’s reputation management in a nut shell. But what about the other part of PR? The part about making the public aware of what’s happening in your business?
You should be spreading the good word about your business; causes you support, new services you’ve added, your personal mission in the world of business – and other newsworthy information. How do you handle that side of things in this day and age?
First, get good at identifying occasions that arise in your business when the media should be notified, and when just social media will suffice. Some instances of when you should be writing media releases:
- Milestones (5, 10, 15 years in business)
- New service offering
- Announcement of event, course or workshop
- Release of a book or program
- Partnership with another organization or charitable cause
- An award or prestigious achievement
These things would all be worth having a press release written and promoted to the media. (By the way, you should be putting that press release on your blog and tweeting/facebooking about it a little bit as well!) Other things that happen in your business like adding a team member, changing your hours of operation, signing a new client, starting development on a new product or service…for those, a blurb on social media would be fine.
So do you get it? How all of these things are considered Public Relations? And why you should be focused more on PR in your business? It’s all about making the public aware of what’s happening in your organization, and why they should care.
Do you have a PR strategy? (If not, we can help!) Contact us to schedule your complimentary 20 minute discovery consultation to see how we can help you with your PR strategy in this digital day and time!