PR Isn’t A Vanity Project

PR isn’t a vanity project. Nor is it a method intended to stroke egos, or to shamefully shout about how fantastic you are without providing any ounce of substance.

Of course you’re fantastic! But unfortunately, if any of the above forms part of your strategy, then you’re not utilising PR effectively…

All comms, whether it’s a press release, an editorial feature, or a speaking slot, must add real value to your intended audience for it to have any impact – let alone maximise its full potential.

So, before you begin crafting your next narrative or pitching your new piece, there are a few considerations you should be making:

‘So What?’

Understandably, you and your team are proud of your business and might want to shout about every single update, milestone, or event. But, in reality, unless it’s aligned with your commercial objectives, it’s unlikely to positively progress your wider strategy.

To succeed, your PR content must:

• Drive your overall marketing goals
• Discuss something your intended audience(s) care about
• Offer value
• Be newsworthy

For example, you’re launching a new product and want to issue a press release. Ask yourself: ‘so what?’ and decide on an angle or hook that is going to engage, educate and entertain.

Editorial is Earned

PR isn’t advertising.

It’s not about the brands with the biggest budgets or those who can shout the loudest – all editorial opportunities are earned, not bought.

Removing the commercial agenda allows you to authentically enhance expertise, credibility and authority through sharing specialist thought-leadership insights. In fact, 92% of consumers worldwide admitted to trusting earned media above all other forms of advertising, highlighting the unrivalled value of unbiased opinions shared from reliable sources.

Leverage Opportunities

Relationships are key to securing earned media. While thought-leadership content and broadcast predominantly fall into the traditional PR sphere, it can also take a digital form too, such as organic social media mentions, and glowing reviews and testimonials, generated by nurturing connections with customers and the community.

All of these can – and should – be leveraged using an array of techniques and across a plethora of platforms to further progress your marketing strategy, raise brand awareness, and position your business as the industry frontrunners.

Ready to take the PR plunge? Whatever your sector or business goals, there’s a winning PR strategy waiting to optimise your opportunity. Let’s grab a coffee and chat about how we can collaborate.