December 13, 2016
/ by Cision Contributor
According to research from Havas Media, a whopping 55 percent of people have a natural distrust for brands — and this number is further increasing.
What do you do when a good percentage of your target audience do not naturally trust you? You work on your PR game. Unfortunately, most brands do not understand how PR works. As a result, they keep breaking written and unwritten rules.
If you want to get results from your PR efforts in 2017, it is absolutely essential to avoid the following mistakes — most of these are based on research, and paying attention will surely yield positive results:
Not having a PR strategy is recipe for disaster — especially in 2017. It is essential to have a PR strategy that outlines your goals, tasks, execution style and what to do in case of a crisis. It is also very important to document your strategy. A clear, documented strategy could mean the difference between success and failure in your PR efforts.
Not having a shareworthy story can kill your PR efforts in 2017. How do you make your story shareworthy? Here are some tips:
Buffer co-founder Leo Widrich reports this to be one of the techniques they used to get lots of media coverage in their early days.
In 2017, revise your strategy to include outreach to up and coming journalists — you know, the greenhorns that do not really have a name yet. While they don’t have a name, they have access to the same platform as the big shots, they get significantly fewer requests than the big shots, and they are more likely to find your story interesting. Once they have covered you, it is easy to get the big shots to notice and cover you.
Many journalists will ignore you if you don’t personalize your email to them. Simply doing research and addressing journalists by name can go a long way to boost responses to your emails, and research has shown that simply personalizing your emails can increase responses by up to 303 percent.
Research shows that we now have a shorter attention span than a goldfish, and that our attention span declines at a rapid pace every year. In other words, journalists will become more impatient than ever in 2017 — even more, they will be inundated with more requests than ever… making things increasingly complicated.
According to a Greentarget study, 70 percent of journalists spend no more than one minute on every email they open — so you have just one minute to get the attention of most journalists. Anything that requires them to spend more than one minute on your emails is pretty much a waste of effort.
Keep things simple. Only include facts, and highlight important points in bullet points.
Not working on your email game can cripple your PR strategy in 2017.
In order to improve responses to your emails, first work on your subject lines. Also, realize that journalists are busy people, so follow up if you don’t hear back after a few days. According to research by the USC Viterbi School of Engineering, that analyzed over 16 billion emails, 90 percent of people will respond to your emails within 48 hours or never.
If you don’t get a response to your emails in 48 hours, follow up.
John Stevens is a marketing consultant who has been featured in Business Insider, Adweek and Entrepreneur.com. He is the founder and CEO of Hosting Facts.
(Photo Credit: Pexels)
Get the latest updates on PR, communications and marketing best practices.
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.
1-312-922-2400from 8 AM - 5 PM CT