PR is not only about making your brand name get printed in the
press; it is a complex process which numerous tools which involves a number of
techniques that lead you to a successful PR strategy. The strategy formation
involves a number of techniques that are used in other forms of marketing as
well. Realising your need to having a good PR strategy is the first step towards
an effective PR Program.
There are a lot of important tools that lead PR campaigns and
understanding them becomes incumbent upon those desirous of doing PR. Commonly
used tools include Press Releases, Media Alerts, Press Tours, Trade Shows, E-Mail Marketing,
Social Networking and Featured Articles.
Press Release is the most simple and effective way of updating the
masses about any news about your business. You can talk about your projects,
new tie ups, new products or anything that you want which would then be widely
circulated via printed or online newspapers. Media alerts are quite similar to
Press Releases but they differ from them in certain ways as they are targeted
more towards journalists and photographers and are in essence held to inform
the media about a conference you are holding. Press Tours are held to make
influential bloggers and journalists to meet you with an aim of making them
write about you. Attending Trade shows allows you to meet likeminded people and
is an excellent way of networking with influential people. Similarly, social
media allows you to network with a wide range of audience through an online
platform. In E-Mail Marketing you promote your brand and ideas to people who
are interested or to people whom you want to take interest in your products.
All these tools might look uncomplicated and simple to use, but it
is only an expert who can invest time and energy in the right kind of
strategies and right kinds of tools. Unless there is a sanctified plan, your
efforts will not be strong enough to get you a good traction.
Using Public Relations as a marketing tool is a cheap and a sure
way for you to gain credibility for your business. This is simply because it is
a third party speaking about you and by default it would tend to be more
believable than traditional advertising with pushy self promotional messages. Generally,
a good thought out PR strategy can not only give your company a lot of
credibility, give your brand and products an ample amount of publicity, but also
keep your company prepared for any form of bad media crisis management.
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