It’s inevitable you’ll hit a wall when trying to promote your brand – that’s when it’s time to call in the professionals. Here are four signs that you need to push reset on your PR efforts.
#1 You act based on assumptions
Research is the first step of public relations methodology. It should shape your entire campaign. If you simply formulate a plan around assumptions and stereotypes, it’s flawed from the beginning and ultimately doomed to fail.
PR research can be exuberantly expensive, but Dr. Walter K. Lindenmann of the Institute for Public Relations explains how to do it without paying through the nose in Research Doesn’t Have To Put You In The Poor House.
#2 Press releases are your default method
Editors get pummeled with hundreds of press releases every week, most of which never get read. You and your company may be bursting-at-the-seams excited about your new product release, but ask yourself, “Why should anyone else care?”
Waiting to send a press release until you actually have something to say, rather than spamming editors’ inboxes will end better for both parties. You will increase your chances of getting published and they won’t blacklist you.
Maybe you do have something newsworthy, but your release only talks about yourself. Newspapers don’t like to run stories that seem like ads; they’re more interested in issues that affect their audience. Chances are, your company doesn’t affect the public at large. Tying your news release to local and national trends will make it relevant.
#3 You’re heavy on tactics and light on strategy
Even the dullest of people can get in a circle and brainstorm out-of-this-world-creative ideas, but you don’t need the most creative idea; you need the right idea for the right time.
Your tactics must be tied to your strategies and your strategies to your objectives. If your tactics don’t connect to a bigger picture, your efforts aren’t strategic. Don’t use the shotgun method; be specific.
#4 You evaluate based on output, not outcome
If you advertised during the Super Bowl this year, 111 million people saw your ad. But how many paid attention? How many cared? How many changed their behavior? A lot fewer than 111 million did. AVE, or Advertising Value Equivalency, is not a relevant PR measurement tool.
Getting word out to as many people as possible isn’t important when your company targets a niche. Everything you do from the messages you send and the channels you send them through must be tailored to your niche’s self interests.
There are many precedents that die hard, but in the constantly changing field of public relations, conventional methods must be scrapped to make way for efficacy and relevancy.