“It’s not what we do once in a while that shapes our lives, it’s what we do consistently.” -Tony Robbins In any relationship, you either keep your promise or you don’t. Time and time again, we can choose to show up for our loved ones, to lend a helping hand, or a round of applause in support. It is through consistency of virtue that we build trust in others, and it is over time that our stories and our identities become heard and understood most deeply. In the world of PR, the inherent truths of human relationships are no different. You wouldn’t take a ‘quick fix’ approach to your relationships and it’s just not enough to accept ‘quick-fix’ media hits either. It is mission critical for any business to develop a comprehensive PR strategy and consistently implement it over time. We have to show up for our clients, our brands, partners and customers, consistently. Building Relationships With Journalists The more value you bring to journalists, the more they will begin to trust your work and want to publish your stories. The stronger the relationship, the more mutually beneficial it will become. No longer will you be on one side asking for favors. Over time, the editor might even reach out to you, asking for your added perspective and depth of knowledge, especially when he/she realizes you are a true thought leader in your industry. Becoming a Thought Leader A glowing article about your business can be impressionable, sure, but after its 15 minutes of fame, the voice is completely lost. In the media space, there surely isn’t a shortage of content, and stories will continue to crop up everyday about others on the same mission as you. You get your coverage and you’re happy. But now that you’re sitting back, doing nothing in-between, you are doing the greatest disservice to your business and your brand. Now, the compelling voice that was once heard becomes muted out by the media scream. No longer will you be remembered as an industry leader, or even command the space as a thought leader. Losing time and influence, you can become invisible. Establishing Consistency With Your Message Where will your business be in ten years? What about 25 years from now? Short-term success is just that, short-term. Long-term, consistent media coverage is the only way to establish brand awareness, the most lasting impression a business can have, and the very foundation for scalable growth over time. The key here is to be consistent with your message. Only then will the public become receptive to your identity, and begin to make lasting associations with your brand that will stand the test of time. Create, Don’t Advertise How do you make your message resonate? Why should people care? In a unique time when traditional advertising is being replaced by digital, brand engagement is shifting and demanding greater interactivity. Now, a catchy slogan is simply not enough. Consumers, whether traditional or business-oriented, want compelling stories, high-quality video and incentivized social media campaigns. While a promotional ad screams and shouts, creative content can speak to consumers on a much deeper level. Include a Full Spectrum of Media In PR and advertising, it’s all about reaching your target audience. But with PR, there’s a bit of an extra step, reaching the right outlet to do so. The most effective way to reach both your short term and long-term target audiences is to include a full spectrum of media. Reaching a variety of relevant verticals and outlets is a great way to build momentum and engage with different people who could benefit from your message. What’s The Angle? When it comes to landing press coverage, the first step is ensuring that your press request doesn’t end up right in the trash. Editors get bombarded every second with new story ideas, many times ones that are inconsistent with the outlets they service. Reaching a full spectrum of media requires you to go deeper, to uncover the hidden layers of your brand. What kinds of stories does the outlet typically deliver? What values seem to pulse through its published works? What kind of people does the outlet reach? What are their wants and what are their needs? Before reaching out to editors, you have got to do your homework and do the research needed to tailor your story. You might have to get creative, but your angle is there, and it will give you deeper insight into the future of your brand as well. In public relations, there is no time like the present! Short-term hits will only deliver short-term results, but with a consistent purpose, message, and voice, you and your brand may build real, trusted relationships and continue to offer your value to the needs of the public.
In today’s digital age, everyone has become a content creator, whether we know it or not. We are bloggers, influencers, social media mavens, writers, filmmakers, and so much more. With so much content buzzing around, from the podcast on your morning commute to the nighttime news, the call for content is endless. Content is literally available to our info-hungry eyes on a constant basis. The wealth of available content has left many wondering if it really even matters? What is digestible, and how is it even possible that my content will cut through the clutter and have a real impact? The truth is that nowadays, content is the lifeblood of a company. Through content, brand identity is built through story, and through story, consumers (whether B2B or traditional), will connect and develop trust in your mission. Remember: trust is always earned. Great content positions you, as both a leader and an expert, bringing additional credibility to everything you do. Well-crafted content can also drive greater traffic to your website, and with strategic language, it can drive SEO, thus compelling a wider net of potential customers to listen to what it is you have to say. To find out how to make content work for you, while bringing trust and human connectivity to your brand, it is important to understand how effective content is defined today. Pivot to Online Video The future of content is video. Just look at YouTube, a platform that receives at least one billion visitors a month, or 30 million per day. People are including this with their traditional forms of media (newspapers, outdoor ads, print advertising, newsletters), while diving into the infinite stream of online video. Video can convey emotion and drive empathy in ways other formats have not and do not allow, reaching targeted audiences in impactful ways. Modern apps are also making it easier to create effective video content, with reduced production costs, and a lot less time. Technology means you don’t have to be Stephen Spielberg to produce compelling content for your audience. Keep it Short With the instant gratification of video streaming, delivery services like Amazon, and all the other ways our needs are being met in real-time, we are becoming more efficient by the day. This also means that our attention span is getting shorter and shorter, meaning consumers will move on a lot more quickly than first thought. In the digital space, the key is to keep it short and sweet, before your message goes stale. Measure, Measure, Measure! How do you know your content is effectively reaching people, and worth all of the time and money you put into it? Businesses traditionally play catch up, adapting their message to the never-ending emergence of platforms and opportunities available to get it out there. Quora, Facebook, Instagram, Reddit, MailChimp, Pinterest, the list goes on, and we are doing everything we can to essentially feed the beast. The only way to ensure our results are in sync with our objectives is to measure. Measure the impact, measure the demographics of who is being reached, measure viewability, and measure the engagement. It is only through metrics, that we may make well-informed decisions about our content marketing efforts and how our resources are being distributed. Content Research Don’t know what to write about? There are so many tools out there to help you find your next great idea. A tool like Buzzsumo will help you generate a comprehensive list of articles on the web that have the most shares. Simply plug in the topic of your choosing and from there, you can see what the big websites in your niche are discussing, and what your audience responds to most. Don’t forget that there is a great deal of insight found in keyword research. With SEMrush, keyword analytics are broken down by organic search, paid search, backlinks, display advertising and more, so you can get ahead of the competition and drive real traffic. Having a solid yet strategic content strategy delivers enhanced trust, credibility, thought leadership, search engine optimization, website traffic, and a strategic edge over the competition, proving that in any business, custom content is what really matters.