Public Relations (PR) is one of the determining factors in how your target audience and the public at large perceives you. It’s the relationship between your business and your clients, community and potential new customers.
One way to create a #buzzoflove is to obtain PR through press releases, in which you share news about events or accomplishments within your business or organisation. This type of PR helps you to govern how your business appears to the public. Your public are the people who have an interest in your business, stakeholders such as your employees, clients, suppliers, competitors and the press. How the public perceives you has a significant impact on your business and its future.
When sending out a press release make sure that the information provided is newsworthy and of interest to the editor, readers or viewers of that particular publication. Sidenote: if you have blogged said ‘news’ you’re pitching, before going to press – it’s considered old news! The heading of your press release should grab the attention of the reader and prompt them to continue reading. Make sure you are targeting editors of magazines, newspapers and online platforms which would be interested in your product, services or information. You won’t have much success submitting a press release about kitchen appliances to a magazine which focuses on outdoor living.
Testimonials and online reviews are useful when overcoming objections, building credibility, and demonstrating client satisfaction with your business, services and products. Generally, testimonials and reviews are not meant to bulk-up a press release. Although it helps to add in a glowing review from a satisfied client, ensure that the comment is relevant to the focus of your press release.
Good PR from happy clients can increase your client base, yet at the same time, one flake of negative PR from an unhappy client can cause considerable damage to your business. Your clients are worth listening to, and their feedback is valuable information! Take the time to engage them in conversation, let them do most of the talking, listen to their questions and comments as this will help you gain an understanding of their needs, ensuring they are satisfied with your product or service. If you are directing most of the conversation, chances are, your clients will feel pressured or completely turned off, and you run the risk of losing a sale as well as a client.
Building a relationship with your target audience and the public is an essential aspect of promoting your business and building a solid client base. Staying in touch with your clients will not only improve your client relations but will keep your name foremost in their minds and keep them coming back.
You’ve got this!