Back to basics: 10 ideas to pump up your PR and marketing efforts in 2015
The end of the year is almost upon us, and while we all need to take some time to enjoy the holidays, many are busily preparing for the new year.
As you consider your PR and marketing plans for 2015, here are 10 ideas to pump up your efforts.
1. Try a press release. If you’ve never issued a press release or if it’s been a while, find a reason to issue one in the new year. Press releases help search engine optimization (SEO) and can be used in a number of ways to help market your product, service or company.
2. Reach out to local publications in your area. If you haven’t reached out to your local media, be sure to consider that in 2014. Most cities have a major daily paper, as well as smaller community newspapers and magazines that are specific to certain suburbs. You can also try local TV and radio, if your story lends itself to broadcast media.
3. Sponsor an event. Have you tried sponsoring any charitable events, perhaps in conjunction with the types of businesses you’re trying to attract as clients? If you attach the company to a benefit or charity, that could attract potential clients’ interest.
4. Try social media. There’s always social media—every smaller business probably needs to do more here. Start, if you’re not doing any, by choosing one or two platforms such as Twitter, LinkedIn, Google+ or Facebook, or beef up your efforts, if social media is already in your marketing mix.
5. Create an online news area. Add an online news area to your site, if you haven’t done so. This can be an area for press releases and news stories about your company. You can also add a downloadable “press kit” with more information on the company, team bios, photos, logos, product shots and other material. This makes it easy for reporters who may want to cover you to grab what they need. It’s always PR professional's role to make their job easy!
6. Create case studies. Position yourself as an expert by creating case studies and/or white papers to distribute not only to the media, but to potential customers and other influencers in your industry. Content marketing continues to be all the rage, and this is a perfect example of that.
7. Speak to increase credibility and visibility. Speaking engagements are a great way to attract the attention of potential clients and position you as the expert. It’s important to select the appropriate venues, so do your research on local, regional and national trade shows and other industry events that accept speaker proposals.
8. And the award goes to... Awards programs are fairly easy to implement and can help attract attention to your product, service or company. If you win an award, it makes great marketing material! You can tout it on your site or issue a press release and forever after be known as the “award-winning” company. Think of Tom Hanks—“Two-time Academy Award winner” always precedes his name!
9. Reach out to vertical media. Don’t overlook media outreach to industry publications and/or bloggers, selecting those publications and blogs that your potential customers are reading.
10. Network like you mean it. Networking isn’t really in the PR category, but for referral-based businesses, this should be an obvious one. Be sure to dedicate the time to do it and select the events your potential clients attend. Get involved in an organization or two at a deeper level to really get to know people. I’ve seen how this pays off over time to keep business coming your way.
Just a few ideas to get you started…what are your PR and marketing plans for 2015?
Michelle Messenger Garrett is a public relations consultant, speaker and award-winning writer with more than 20 years of agency, corporate, startup and Silicon Valley experience. She works with clients ranging from small businesses to enterprises such as Adobe and HP, assisting them in crafting and carrying out a PR strategy to help them get the word out, get noticed and increase visibility, prospects and sales.
Photo: New year decoration via Shutterstock