5 tips for DIY PR



PR can be a powerful tool for your business, but if you’re on a tight budget, it is often the first thing that gets sidelined.

Whilst you may not be a Volkswagen-esque company in need of some serious reputation repair, you do ignore PR at your peril.  But the good news is you don’t need to break the bank to communicate with your target audience.  Some PR you can do yourself!

5 tips for your DIY PR

1. Identify your objectives

Before you do anything else, you need to establish what you’re hoping to get out of PR.  It might be that you want to increase awareness of your service or product or perhaps you want to change how you are perceived.  Whatever it is, you will need to be able to measure this objective.  If you are clear about what you want and how you are going to measure, you will be able to set more realistic goals.

2. Identify your key audience(s) and where you can find them

Next you need to be clear about who you are trying to reach.  The more specific you are about your audience, the more targeted your outreach.  Also, make sure you identify the most direct way to reach your audience.  A post on a Facebook page might be more effective than a pitch to a magazine.

3. Listen before you speak

Before you set about your communication activity, make sure you understand your audience and what works for them.  This may involve you reading hundreds of blogs, joining Facebook groups, subscribing to relevant publications or following influential members of your target audience on Twitter.  Yes, it may be time-consuming, but it will mean that what you say is more relevant, more powerful and more likely to support your objective.

4. Engage in the conversation

Your key audiences have a voice and social media allows them to use it.  Make sure you get involved in the conversation they’re having: retweet good content, post a comment or submit a blog post.  All of this will help you get a sense of the community you are trying to influence.

5. Get your story out there

One press release does not a strategy make!  There are numerous ways to reach your audience: you could contribute a bylined article to a newspaper or magazine’s website, speak at a conference, start a LinkedIn group, or build a relationship with your audience’s target press so that you are quoted regularly as an expert.

With research and a little guidance, you can tackle aspects of your own PR.

Coming soon: jag’s DIY PR packages aimed at SMEs and charities keen to undertake their own PR, but with input from the experts.

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