December 31, 2014
/ by Susan Guillory
I’m big on making resolutions at the start of a new year. They’re great for putting my focus on what’s important to me in the moment, be it in my personal life or professional. As a business owner, setting resolutions (or goals, if you prefer) can be the first step toward achieving them.
For example, if you want to get in the media, be interviewed and seen as an industry expert next year, make earning more publicity the focus of your resolutions.
The secret is making your PR resolutions achievable and actionable. Don’t make the mistake of a resolution that’s the equivalent of “losing 10 pounds” for your business! Instead, focus on what you want to achieve and what you know you can.
Let’s look at six PR resolutions you may want to consider for 2015:
This means you need to blog more. Share advice on Twitter. Connect with journalists through HARO. Speak at industry events. Leverage wherever you can display your knowledge. Doing so creates all sorts of media opportunities.
My client, Nellie Akalp of CorpNet is a frequent guest on FOX Small Business. Why? Because she guest blogs and shares her small business tips constantly, and the FOX folks took notice.
How often do you issue press releases? Just when you remember?
In 2015, get into a regular cadence of releases. Once a month is good; if you have more news, then up the frequency. Just make sure every release has genuine news.
Every time you get mentioned in the media or publish a press release, share it on your social media channels, your blog, your website, and to your email subscribers. Public relations and marketing are two sides of the same coin, so make sure you’re maximizing the potential for both by letting one support the other.
Journalists are your key to getting publicity, but if you don’t manage those relationships effectively, it’ll backfire. Rather than cold pitching reporters, start by building that relationship over time.
Follow key reporters on social. Comment on and share their articles. Link to them. By the time you pitch, they should know who you are.
No marketing or PR is worth a hill of beans if it’s not doing what you want it to. If you’re getting play on tiny blogs with zero traffic (or traffic that isn’t your intended audience), it doesn’t do you any good. If no one reads your press releases, you’re wasting money.
Look at your website’s analytics regularly to see what sources are sending you traffic. Put more energy into getting more of that. If something’s not working, tweak your approach and try again.
Simply making resolutions isn’t enough here. You’ve got to be willing to commit to the cause. It takes work. If you’re not willing to take it on, consider hiring a PR consultant to help.
In a year, you should be able to look at these resolutions and be proud of the results you’ve gotten as a result.
Want to see which tools and tech will make your resolutions a reality? Get your free “PR Tech: What’s in Store for 2015?” white paper now!
Photos: jeff_golden, Ed Donahue, Richard Busch (Creative Commons)
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