November 16, 2012
The Value Of Public Relations — 10 Tips
By Ronn Torossian, CEO, 5WPR
Owning a Public Relations Agency, I am constantly selling something. Throughout my book "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations", I outline multiple public relations thoughts & tips on how to best utilize PR. Here are 10 tips:
- Politicians need 51 percent of the population to succeed – businesses can win without a majority.
- The gift social media has given PR is the ability to have friendly, even intimate-feeling conversations with customers.
- New and "pop up" customers should often be considered a godsend to a business.
- PR can be an organic and natural result of customer loyalty and affection — when you speak to a customer with products and in language they love, they'll do PR groundwork for you.
- PR has to be part of the innovation process; from conception to execution, PR efforts can gauge public perceptions, reactions, and results.
- Reactive, rapid response means inserting yourself or a client into the news cycle as an expert, competitor, or commentator with something to add to an already existing and time sensitive story.
- Being an informed source has also got to be one of the cheapest and most effective ways to build credibility, drive sales, and engage the press in a positive way.
- Giving away something of value — knowledge you possess — gives people a reason to return to you when they need more advice, and eventually they will return to you to buy whatever it is you're selling.
- Social media should be used on a daily basis, and in a positive way.
- Don't voluntarily join conversations that may detract from your brand.
Of course this ties to the definition of public relations and I define great Public Relations as:
- Helps make the impersonal personal.
- Bridges divides.
- Creates excitement and builds equity for businesses, personalities, politicians, and others.
- Manages crises and catastrophes.
- About telling stories, having conversations, and making impressions.
- Needed by any business — or anyone with a pulse, for that matter.