So your business is the best at what they do, but you’re still not seeing the sales that you would like. You also feel that there is an untapped market out there, what do you do now?

The answer? Focus on public relations.

Public relations is the cornerstone of a successful marketing strategy. Many people think PR is purely one thing, but this is not necessarily the case. Public relations is multi-faceted and a successful strategy involves many different tactics for reaching consumers.

Here are a few “Do’s” and “Don’ts” for building a successful public relations strategy:

Do

Reach the right audiences by releasing news through the right mediums.

It’s all about knowing which news sources you should use to release information about your business. Creating media lists that contain top influencers for best outreach is key to reaching the right market for your product or service. There is no right or wrong number, depending on your business, your list could be under 50 news sources or it could exceed 500. Geography, demographics, and budget are all factors to consider when choosing the best sources for your press releases.

Do

Build brand loyalty through positioning.

Positioning your business involves telling your audience who you are as a business and positively portraying your brand. A strong public relations strategy allows you to be the authority on your brand image. Releasing PR pieces from trusted news sources helps readers see you the way you wish to be seen. Positioning through trusted news mediums builds credibility as well. After seeing your business in an editorial section rather than the paid advertising section of a news source, a consumer is much more likely to do business with you.

Do

Develop featured articles to be released through media outlets.

Writing and releasing articles on industry subjects shows that you are a thought leader in your profession and keeps your name relevant to consumers. Featured articles with enticing information also keep a steady flow of traffic coming to your website, which increases lead opportunities. Regularly releasing content will keep readers coming back, building familiarity with your business, and while they may not initially need your services, when the time comes, they will know who to call.

Don’t

Forget to form press releases around all new major company events, products, and changes.

Releases regarding new company features, events, products, etc. keep consumers up to date on your latest offerings and help your business maintain relevancy. Relevancy is crucial to sustaining a steady flow of business. The old saying “out of sight, out of mind” holds true for consumer opinions, which is why many successful businesses are constantly posting news regarding the on-goings of their company.

Don’t

Focus on purely one channel for public relations efforts.

Public relations through a variety of mediums is key to reaching as many people as possible. News outlets, social media, and your website are just a few examples of the mediums you should be releasing information through. By casting a wide net, you are much more likely to reach your target market.

Don’t

Neglect social media as a medium for public relations.

Social media is an effective form of outreach, which is why its important that news releases and articles be pushed through your social pages in addition to news sources. Many trusted professionals share industry articles through social sites such as LinkedIn, spreading brand awareness for the business.

Social listening is also an important reason to incorporate social media into your public relations strategy. By monitoring conversations regarding your brand, you can respond to posts and discussions involving your brand just as fast as they are developing. This is important for showing consumers that you are in tune with their opinions and to head off any negative brand conversations/experiences before they have the chance to spread.

Public relations is a fundamental technique used to reach target audiences and tailor messages to them, enhancing your close rates on sales opportunities. If you would like to know how your business could build a stronger brand image, contact Jessica Chabot, Vice President, Client Services of Millennium Agency at www.mill.agency.