PR street smart tip: Cross-promote content
Here at FCPR, we are all about strategic planning. Whether that comes out through our social media plans, targeted media relations initiatives, grassroots marketing campaigns, or special events – we pride ourselves in our strategic work to promote our clients. With that being said, strategy doesn’t always have to mean more work – it’s about being smart.
What I mean is this: why create more work if you don’t have to? Our time is valuable – and we have a lot on our plates. It’s just the reality of agency life (and we love it that way!). To display a consistent brand and promote key information about our clients to their fans, readers, followers, you name it – we “cross-pollinate” news and content using multiple outlets.
It’s not cheating – I wouldn’t even say it’s redundant. It’s about connecting with the community and extending our reach to a targeted audience. And it’s about being smart.
Let me paint you a picture of what this might look like. Take one of our fabulous clients, Milliken Carpet of the architecture and design industry. Recently, Milliken announced that they entered the Chinese market by opening a design studio in Beijing. In addition to sending out a news release, we promoted this information by:
- Announcing the partnership on Facebook with an image of the ribbon cutting ceremony
- Tweeting the announcement with a relevant hashtag
- Drafting a post for the Milliken blog
- Adding the release to the news section on their website
- Pinning images of the opening ceremony to Pinterest
Cross-pollinting content across a multitude of channels is beneficial for both our clients and us. We aren’t wasting time coming up with tons of content to rush out. Rather, cross-pollination allows us to be more proactive and plan ahead by simply incorporating a little PR street smarts into our strategic planning.
How are you being smart in your strategic planning? I would love to hear your input!