While it’s fair to suggest that this year hasn’t quite got off to the best start, there are still plenty of reasons why prioritising PR during 2021 could be the best decision you make.
Companies of all sizes have recognised the benefits that PR can bring; not least profile, recognition, an opportunity to become more relatable to your audiences and importantly, an increase to the bottom line.
With a toolkit of tactics at our disposal, we can tailor an approach for each business we work with. There is no one-size-fits-all and that means that every campaign is bespoke.
Setting objectives
Like any cost to a business, you want to be able to measure the return on investment. We appreciate that PR is no different. That’s why we work with brands to set out clear objectives. This means that every action will have an impact.
The idea being that our resource is allocated to the right activities; those that will deliver the greatest value.
For smaller organisations and those that are wanting to scale-up, it is often about raising the profile of a brand to a specific audience or to engage in new and interesting ways. Larger organisations may be even more targeted or have a product launch or campaign in mind.
Whatever the objectives, we will create a programme of activity to deliver the results that you need.
Choosing the right tactics
It’s a myth to suggest that all PR tactics work for all businesses, they don’t. The beauty about PR is that we can choose the right approach and then adapt as the programme of activity evolves over time.
As a brand builds, things will change. The focus for a company doesn’t always stay the same. We can adapt, adopt and deliver depending on what those changing circumstances are. Better still, it doesn’t take months to implement new ways of working, it’s more like a matter of days.
All we need to do is to discuss, plan and action.
Just some of the tactics we use for our clients are:
- Press office (drafting and distributing press materials to publications online and in print)
- Drafting content to be shared online
- Thought leadership articles for media and online
- Competitions in consumer publications
- Features in trade media
- Copy writing for brochures and marketing materials
- Social media posts
- Campaign planning and recommendations
The list could go on, but from the above you can see how we can tailor a programme of activity to suit the needs of any business.
Securing headlines
There has been an increasing interest in traditional PR over recent years. Brands still recognise the value in securing headlines for the right reasons. As storytellers this is where our skills are often expected to lie.
Writing good quality copy that is intended for newspapers and magazines is a big part of what we do. Securing earned coverage is where brands can take their share of voice and educate the market about the products and services that they have to offer.
Putting in place a dedicated press office will ensure that a business features regularly in the publications that matter most. It may be regional media, national, trade or consumer. It may even be a mix of them all.
We have been delivering press office to brands of all sizes for more than 12 years and it is still a great way for a business to share its story and to resonate with current and prospective customers.
Reaching audiences online
Although we don’t manage paid for advertising, we do create social schedules and deliver campaigns for our clients online. Whatever the platform (Facebook, Instagram, Twitter or LinkedIn) we will develop content that is fit for purpose.
It’s not about sharing one post across all platforms; every social channel is different. We make sure that the posts we create will encourage most engagement and become part of a wider strategy of activity.
Using LinkedIn for talent acquisition, Facebook for community engagement, Instagram for wider outreach and Twitter for amplification, there is always a purpose behind everything we do. Again, it’s about taking a bespoke approach that meets with objectives.
Prioritising PR for 2021
For those companies that want to look forward rather than backwards, those that want to turn plans into action and to make a positive difference to their business, consider how prioritising PR for 2021 could support your ambitions.
PR is an investment but it’s also a specialism that delivers great value. Don’t be left behind while your competitors take the charge. Consumers are still spending, organisations are still growing and there is a lot to celebrate.
If you’d like to discuss ways that the team at Open Comms can help to raise the profile of your brand and manage the reputation of your business throughout 2021, contact us on info@opencomms.co.uk, call: 01924 862477 or follow @OpenComms_.