What are public relations for, exactly?
The simplest answer:
Public relations are meant to make you known and increase your notoriety.
Why?
To gain the trust of your clients.
When they find themselves choosing between you and your competitors’ brand, the chances of them choosing you, if they’ve heard of you, are multiplied by:
“80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy.” Social Sprou
But if you’re like my relatives and family, you probably wonder how public relations professionals do it.
My relatives will tell you about my work that
- I write press releases
- I send them to journalists
Yes, that’s the basis of what all public relations professionals do.
But where public relations become exciting and strategic is in the what, how:
- What is the news?
- What are the keywords to present our information?
- How are we going to tell this story?
- To whom are we going to send it?
- When to send this information for maximum impact
- How are we going to present the news?
I love discussing all these points with my teams because no two public relations campaigns are alike.
Everything is different each time!
Let’s talk about a concrete example:
A jeans company we’ve worked with for many years had just produced a video of utmost importance to them.
“Hurry, we need to send our video to journalists!” our client asked.
Yes, but what’s the news?
“We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we’re trying to reduce returns by more than 30%!”
So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:
Don’t buy jeans before watching this video.
Then, we wondered which media outlets were most likely to broadcast this news.
Our first choice was La Presse, the largest French-language daily in North America, where our client is based.
And yes, we got featured in this major newspaper and after that many other websites and publications.
What do you think?
Do you understand what PR is for a bit better?
Nata
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