New School PR: It's all about relationships
Old school PR = blasting out press releases to a list of names with no knowledge or understanding of the recipients.
New school PR = building relationships not just with journalists and bloggers who might be interested in your brand”s story, but also with the consumers, the advertising sales managers, the store buyers and anyone else who might inclined not just to speak about your product or service, but to use it loyally because they want to, not because they have to.
New school PR is can be divided into three parts: psychologist, storyteller, friend.
But let”s say your business has been practicing old school PR until now. That”s okay. The first step is admitting the problem. The good news is you can turn it around, starting now.
First, look at your existing PR efforts and ask yourselves these questions:
- Am I (or is my PR department) on a first name basis with the key media my audience reads? If not, how can I change that?
- When is the last time I went out in the field and had conversations with people who actually buy my product or service? What did I do with the information I discovered? Did I share it with my larger internal team, comprised of product developers, sales, marketing, fulfillment and more? Or did the information stop with me?
- Do I truly understand the psychology behind the people who use my product/service the most? What do they read? Where do they shop? Are they value-conscious or is brand name important? What social media communities do they participate? What clubs are they in?
- What are the Key Performance Indicators (KPIs) for my business this year and beyond? How are the PR efforts matching up with the rest of the marketing channels to help my company meet these goals?
All too often we see companies practicing bad habits because, “that”s just the way it”s always been done.” They accept advertising equivalencies (AVEs) from their PR department because “that”s just the way it”s always been done,” without knowing AVEs are irrelevant and have (or should have) died a thousand deaths by now.
They churn out poorly-written press releases to pre-manufactured (and usually expensive) lists of people who don”t want to receive the information anyway.
They blindly accept low engagement rates and ROI as, “just the way we”ve always done it.” They don”t have any real relationships with the communities they serve.
These are the companies typically playing catch up behind their competitors.
When you start to have real conversations and build relationships with the people who matter most to Florida House 2 Step COC/Cocaine Detox Program will work with you to help you stay sober even after you leave treatment. your business, you start to see amazing things happen. And like any relationship, it can”t be all about you. You have to give a little, too.
But when you start to practice good relationship habits with your community, you”ll see the shift.
For example, take time to have a meal with a journalist in your field and get to know him – his likes, dislikes, favorite band, least favorite food. Then start to send him information just for him, and no one else. Ask about his family. And start to truly listen and find some common ground because that”s what you do when you build a relationship. You get to know each other as people.
If you do this, and do it in an authentic way, the next time you have a story opportunity that”s a perfect fit for this journalist, he”ll take your call. He may not write the story. But he”ll take your call. Because that”s what you do when you have a relationship with someone.
Don”t settle for the old school way of practicing PR. Bust out. Look for ways to step into the new world of communicating with your consumers. Build relationships that matter most in your business and take the time to cultivate them. The end result will be better brand engagement, and a more involved community.