How Entrepreneurs Can Use a PR Strategy to Grow Their Business

Whenever a potential client wants to engage Ariatu PR on a campaign one of the first things we highlight is the importance of having a Public Relations strategy. A PR strategy provides a framework by which a client can achieve their goals, it gives a client direction. Whether a client’s primary goal is to change brand direction, overcome a crisis or open up to new audiences; having a clearly defined set of tactical steps which can be measured and reviewed overtime can empower entrepreneurs and even help their businesses to grow.

 Entrepreneurs can effectively utilise a PR strategy to promote and expand their business and improve their brand reputations through identifiable PR activities and tactics. These activities can help build brand awareness, enhance credibility, and attract customers.

An important first step is defining what your business goals are.  Start by clearly outlining your PR objectives which could include increasing brand visibility, generating positive media coverage through media relations, establishing one's personal brand through thought leadership, or improving your business online presence via digital PR. Setting specific, measurable goals will help you design a focused PR strategy. 

Once you know what your goals are it’s important to identify your “public”, the P in PR - who are your target audiences?  Determine the key stakeholders you want to reach, such as potential clients/customers, industry influencers, investors, or communities. Understanding your target audience will guide your PR messaging and the platforms & channels that you will use to share your messages. This seems obvious but all too often entrepreneurs neglect to undertake the necessary groundwork to understand who their audiences are (remember that even if you have a key primary audience there will be multiple secondary audiences who are important to the growth of your business.) Think about your favourite celebrity entrepreneurs; Oprah, Richard Branson, Sara Blakely to name but a few - all have multiple layers of audience beyond their consumer base - they have those who want to buy from them, those who want to learn from them and those who want to be inspired by them. Think about who your audiences are when creating your strategy.

Media relations is a key part of PR as it is one of the most effective ways of reaching your audiences as well as solidifying your brand reputation. Understanding how to build media relationships is crucial, establish relationships with relevant journalists, bloggers, and influencers in your industry. Engage with them on social media, attend industry events, and personalise your interactions. Offer them exclusive content, expert insights, or access to your products/services to increase your chances of media coverage.  Develop a comprehensive press kit that includes a well-written press release (our eGuide can help with this), high-resolution images, relevant company information, and key contact details. Make it easily accessible on your website or a dedicated press page.  Share your stories and news through various media channels  guest articles, or op-eds and be willing to engage with the press (you might require media training to prepare for this).  Utilise both traditional media (newspapers, magazines, TV, radio) and digital platforms (blogs, podcasts, social media, online publications) and tailor your content to suit each platform and reach a wider audience.  

In order to really get the attention of the media you need to develop engaging narratives that highlight your unique selling points, accomplishments, or industry expertise. Stories could revolve around your business journey, innovative products/services, award wins, disruptive new releases and customer success stories. Aim to create stories that resonate with your target audience and differentiate your brand from competitors.

Another important part of a PR strategy is ensuring that social media is incorporated in a dynamic way. Establish a strong presence on social media platforms that are popular among your target audience. Share engaging content, industry insights, updates, and news about your business as well as commentary on trending, relevant topics. Engage with followers, respond to comments, and address any concerns promptly. Ensure that you regularly monitor online mentions of your brand and promptly respond to any feedback, reviews, or inquiries. Addressing customer concerns and maintaining a positive online reputation are crucial for business growth particularly as it pertains to your PR strategy. 

Keep track of the outcomes of your PR efforts by monitoring metrics like media mentions, website traffic, social media engagement, lead generation, and customer feedback. Analyse the data to assess the effectiveness of your PR strategy and make adjustments as needed - if you’re doing your own PR it might be worth engaging a PR coach or getting an external review to help with this.

Remember, consistency and long-term commitment to PR efforts are crucial. Building a strong brand and growing your business through PR takes time, patience, and continuous effort.

Why media training is important for Entrepreneurs

Media training is an essential part of a PR strategy and is not simply for celebrities, top CEOs, politicians - it is something that all entrepreneurs should consider investing in.

Media training is the  process in which individuals or organizations receive dedicated guidance and coaching on how to effectively interact with media platforms and the press. It is designed to prepare individuals so that they can confidently communicate their message, handle interviews, and navigate these media platforms in a robust and dynamic way as part of a well thought out media relations strategy.

Media training is particularly relevant for public figures, spokespersons, executives, and professionals who frequently interact with the media or find themselves in the spotlight. But it is also a great way of preparing oneself for outward facing engagements. Good quality media training aims to equip individuals with the skills and knowledge necessary to effectively engage with journalists, reporters, and other media representatives and should encompass not only traditional media but new media by way of digital platforms such as podcasts, blogs and online channels.  It is important to keep in mind that even when undertaking media training for TV, Radio, newspapers and magazines soundbites from these interviews and features can now be shared across social media so an integrated and holistic approach to media training is essential. 

Media training is crucial for entrepreneurs because it equips them with the necessary skills and knowledge to effectively engage with the media, communicate their message, and protect their brand reputation.

Here are a few reasons why entrepreneurs should invest in media training:

1. Enhance Communication Skills: Media training helps entrepreneurs develop strong communication skills, enabling them to articulate their ideas clearly and concisely. Effective communication is vital for conveying key messages, addressing potential challenges, and building credibility with the media and the public (their clients/consumers/audience).

2. Build Media Relationships: Media training teaches entrepreneurs how to establish and nurture relationships with journalists and media professionals. By understanding the media landscape and knowing how to interact with journalists, entrepreneurs can increase their chances of getting positive media coverage and opportunities for future exposure. 

3. Brand and Image Protection: Entrepreneurs invest significant time and effort in building their brand and reputation. Media training equips them with strategies to protect their image when facing media scrutiny. Many people are reactive rather proactive when it comes to brand and image protection, by investing in media training as part of their overarching PR strategy, entrepreneurs and creatives can learn how to deliver consistent and on-brand messages, avoid potential pitfalls, and manage their reputations.

4. Increased Media Opportunities: By investing in media training, entrepreneurs can increase their chances of securing media opportunities such as interviews, guest appearances, and speaking engagements. Being well-prepared and media-savvy positions entrepreneurs as reliable sources, thought leaders and industry experts, attracting more attention from the media.

5. Effective Storytelling: The media thrives on compelling stories. Media training helps entrepreneurs craft engaging narratives that resonate with journalists and the wider audience who consumes these stories. By learning how to tell their story effectively, entrepreneurs can capture attention, generate interest, and stand out from the crowd and ultimately their competition.

6. Influence Public Opinion: Entrepreneurs often have valuable insights and perspectives to share. With media training, they can effectively communicate their vision, values, and expertise, influencing public opinion and shaping industry conversations. This can lead to increased credibility, thought leadership, and business opportunities.

7. Crisis Management: In the event of a crisis or negative media attention, media training provides entrepreneurs with the tools to handle the situation effectively. They learn how to respond to tough questions, manage their emotions, and maintain control during challenging interviews. Being prepared for potential crises can significantly minimize reputational damage.
   

Media training is an essential investment for entrepreneurs and creatives. It equips them with the necessary skills to navigate the media landscape, effectively communicate their message, protect their brand reputation, and seize media opportunities. By becoming media-savvy, entrepreneurs can enhance their public image, increase credibility, and ultimately contribute to the success of their businesses and creatives can showcase their talents in a dynamic and exciting way.

What is Digital PR?

Digital PR is the strategic process of building a brand’s online presence and reputation using dedicated tactics which focus on digital spaces such as online news platforms, blogs and social media. 

It is often measured by mentions, following, clicks and links. However it is important not to confuse digital PR with the link building tactics of SEO, digital PR uses some of the core principles of traditional public relations as it pertains to media relations in this case. So while many PR agencies and publicists would undertake a media relations campaign for their client might focus on traditional media such as TV, magazines, newspapers and radio for example; a digital PR campaign would look at engaging with online platforms, blogs, newsletters, social media influencers, content creators and podcasts. 

When undertaken correctly or at least dynamically the digital awareness of a brand to its target audience can have a much wider reach.  It can also incorporate owned media so that a brand can create content which not only gets seen by it’s target audience but is also shared. 

Digital PR has become a crucial part of the public relations mix. In an age where Artificial Intelligence is disrupting how we communicate, create and share content it is clear that digital PR cannot be overlooked when assessing how to engage with audiences and maintain relationship with a consumer base. Brands can use digital PR to promote their products and services whilst individuals can use digital PR to promote their personal brands.

Do you need to be an SEO expert to understand how digital PR works? I wouldn’t say so.  I have been incorporating digital PR into my traditional media relations and PR strategies for many years. However it does help to have a basic understanding of how SEO works. One of the big drivers behind SEO is obviously links and key to this is getting Google, the world wide web’s biggest search engine, to trust these links as they are a sign of authority and credibility. The more mentions and links on relevant websites talking about key topics and trends related to a brand industry the higher ranking your brand will be. However quality is essential - quantity is important but given that there SEO farming exists; basically when a brand’s website enters into a relationship of reciprocal linking with another website or pays a provider for a large number of inbound links.  This is considered to be an illegitimate form for SEO building and given that the PR in digital Public Relations is based on the foundation of trust and reputation building should be steer-cleared of.

Online media coverage and editorial reviews of a brand are powerful - any third party endorsement from a strong and authoritative online media platform is a great way to boost online visibility and trust.

Another thing to remember when considering the power of digital PR is the direct to audience approach. With traditional media relations within traditional PR brands have to assume that their target audience will be tuned into a TV or radio segment or that they will pick up a copy of a magazine or newspaper. According to Eurostat: In 2021, around nine out of ten (89%) people in the EU, aged between 16 and 74 years, used the internet (at least once within the three months prior to the survey date) and cultural activities, including among others reading online news, were one of the most popular uses.

Data for 2021 show that 72% of EU internet users aged 16-74 read online news sites, newspapers or news magazines. 

These stats are significant as the number of people consuming their news through print publications, for example, is falling.

According to Statista The number of people in Europe reading newspapers and magazines every day has decreased in recent years. In 2022, just about a fifth of Europeans read the written press on a daily basis. In 2012, 37 percent were doing so.

Many people (not all of course) are using the internet and social media everyday making digital PR an integral part of a core PR strategy.  Get creative with how you think about digital PR and how you incorporate it to get the widest and most authoritative ongoing reach.