As a member of the Media Team at RingCentral I know just how important press can be. We’re no strangers when it comes to receiving great press mentions, such as the ones we recently received from a PC Magazine Editors’ Choice award to positive coverage at Laptop.com. But still, we’re always looking to step-up our public-relations game. That’s why I recently attended the PR Summit in San Francisco. The annual event, organized for start-up companies, focuses on the impact that powerful creative campaigns can have in burnishing a company’s image.
Dozens of ideas, suggestions and strategies were presented. Here are the five that impressed me the most!
1) Learn to spin your story
“It’s not enough to have a good product: you have to romanticize it,” said Noel Lee, the founder of Monster Cable. In other words, how you spin your story – and educate your target market – really matters.
“It’s better to be the big company in a niche market than to try to get everyone’s attention,” Lee added.
2) Take the Facebook test
When you are creating new content, run it through a “Facebook test”. Would you want to see your content on your own Facebook News Feed? If the answer is no, the content probably isn’t worth sharing, emphasized BuzzFeed‘s Chief Revenue Officer, Andy Wiedlin.
To create the best PR content, be strategic in your efforts: focus on those who will be more likely than the average person to embrace your message.
Consider the relevance and timeliness of what you’re saying, too. Strive to keep the conversation going and engage your audience – just as you’d do on Facebook.
3) Trade in share-able, snack-size bites
“In social advertising, you don’t create one thing and see how it goes,” BuzzFeed’s Wiedlin noted. “You create 12 and see what catches your audience’s attention.”
The lesson for PR professionals? Keep your message short and simple. And don’t be afraid to re-iterate.
4) Show me! Don’t tell me!
In PR, as in art, what is depicted is less important than how it is interpreted.
“Emotional engagement with your audience is the only thing that is going to drive your product forward, and get people to come back,” stated Kym McNicholas from PandoDaily.
Your company should come off as transparent and candid as possible so your audience can create their own opinions.
5) Write content for a person, not all people
Translation: there is no way to reach multitudes with one message, so you must narrow down your target audience. Once you have reached a single person and established a connection, your message will be able to take root and spread.
Ultimately, PR is about creating stories. Narratives that touch people at a personal level are what separate superb PR campaigns from less-effective ones.
Do you have additional pointers on how to build a strong PR campaign? Share your experiences with readers below!