Public relations should be a part of every business’s marketing strategy. Journalists and other third-party writers are often viewed as being significantly more reliable than brands themselves. Therefore, if you want to reach your audience effectively, you should be taking advantage of PR. However, you may be unsure how to go about this. The following tips and best practices will help.

1) Know Your Audience and Relevant Publications

Like all forms of marketing, a good PR strategy relies on segmentation, targeting and positioning. In other words, you need to know your audience and what they are reading. As much as possible, you should do this by groups within your overall audience. Enthusiasts may be reading more technical content than newbie customers.

Identify the publications and authors that are most likely to reach each group of your audience. Those will be the writers that you are going to focus on.

2) Develop Relationships With Writers

Try to connect with writers and develop relationships with them. You are much more likely to get a story published if you are sending it to someone who is already familiar with you. Keep in mind, however, that many other brands are trying to do the same thing.

It can help to simply send a little information about you and your business via email. You may not get a response, but it is better than nothing. Another great option is to offer yourself as a source for other stories. Trying to be helpful can help you to get your foot in the door.

3) Have a Well-Made Website

Remember that journalists and their readers are going to want to look you up. To do this, they are likely going to check out your website. It is a good idea to invest a little time into getting it in good order. For example, you should have a clean design and it should be using HTTPS (encryption over TLS).

You don’t necessarily need to have the fanciest website in the world. In fact, it is better to have a simple but informative, modern and clean website that a convoluted and complex one. Try to put your best foot forward whenever someone looks you up.

4) Approach Writers With Strong Stories

When you want to send a story to a writer, try to approach them with a strong hook. This is the reason behind the story and its timing. Believe it or not, your existence is likely not sufficiently interesting for the publication’s readers. However, events such as product launches or technological breakthroughs may be.

The key is to know the audience. If you can present the writer with a hook that is likely to interest readers, you will be in good shape.

5) Give Full Information

Similarly, when you connect with writers about a story, make writing it as easy as possible. Give the writer complete information and relevant media. You shouldn’t be trying to write the story for them. However, you can make researching your business and relevant information easy.

In essence, your goal is to remove as many obstacles as possible for the writer. Be careful to avoid looking like you are pressuring him or her into a particular angle. Stick to the facts.

6) Measure Results

Finally, like any other form of marketing, PR should be measured. This can be challenging because you don’t have as much control over how people connect with your brand in the PR channel. However, you can look at metrics such as the increase in website views over the normal number.

Measuring will help you to make well-informed decisions about using PR going forward. You can also make more subjective measurements such as tone and positivity. Also, look at the mentions and tone for your competitors.

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Using public relations can help you to grow your business more efficiently. However, you need to have a comprehensive plan. The above tips and more can help you to do so.