We’ve all heard that embracing social media is a vital part of the PR function of any business today – but what else is there to PR in today’s world? So, there’s Facebook and Twitter and YouTube and LinkedIn and Pinterest and Google+, and a host of other online platforms for engagement with audiences (if you’re using all of these, you’re also doing it wrong, by the way). But what about these platforms makes them good PR tools, and what other tools, tactics and tricks should the savvy PR professional be pulling out of their sleeves? Let’s look at five warning signs that your PR strategy is in need of a facelift.
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1. Nobody likes your posts
Being the unpopular kid is never fun. Secretly, everyone wants to be liked, and if you’re posting something online, you want people to show it with their clicks. “Like”, “Share” or “RT”, it’s all the same: if nobody else wants to play, it’s going to be a sad party for one. Fortunately, business is (somewhat) more democratic than high school. Take the hint and find out what people like, and then get back out there and try again – nobody ever got anywhere worthwhile by sulking.
2. The cool kids don’t come to your parties
Again on the unpopularity front: if only people whose presence is irrelevant to you come to your parties, there’s something wrong. Now, replace “cool kids” with “target audience” and you’ll see what I mean. If you are pursuing a particular audience and you aren’t getting a response from them, it’s a clear sign that there’s a miscommunication somewhere. Assess the situation and find out what it would take to get them to come to the party. Then you can work out if they are worth it, or if you need to reposition yourself and focus on the people who like your parties.
3. You have a hostile relationship with a news editor
Note: it says “a” news editor – as in any news editor. A business should always maintain good relationships with media representatives, especially those who have strong influence. Building and maintaining healthy and respectful relationships with the media isn’t old fashioned – it’s wise. And unless it’s a personal situation involving high school bullying or run-over pets, stay on the right side of the news editors. All of them.
4. You don’t show up in the top five search results
You know that if you’re not on Google, you don’t exist, right? But the fine print of the matter is that if you don’t show up in the top five search results, you may as well not exist anyway. What this means is that either you picked a bad name or people don’t know enough about your business. In any case, it’s a sign that you need to work on getting people talking about your business (while you’re at it, try to make sure they’re saying something nice).
5. You don’t exist offline
Now, this is not to say that entirely online businesses can’t succeed. It is merely a suggestion that if not one newspaper, magazine, newsletter, brochure, television program, radio presenter or conversation IRL (in real life) mentions you, you are not doing enough in terms of PR. Make sure that you aren’t so busy focusing on ensuring that you have an online presence and that nobody’s slating you on consumer complaints sites that you don’t miss the plot and disappear off the radar of living, breathing people, who also go by “target audience”, “customer” and “client”.
Be careful of falling into the trap of thinking that “modern PR” is all about digital, and that as long as you’re online you’re all right. There is still intrinsic value in good media relations, and quality tailored content is key. Make sure you’re talking to the right people, and that they’re talking back.
