This post first appeared in Anthony Bullick’s Daily Post column.
Brands are severely limiting their ability to hit business goals by having press releases as their sole PR and marketing tactic.
While media relations is a key part of the mix to add credibility alongside increased awareness, in isolation it rarely achieves the overall objectives of the organisation.
Simply sending a press release to the media is often the first and final act, which means companies are relying on all target audiences seeing the story in print, online, or via broadcast.
In addition, a crucial question to ask is: what’s the bigger goal linked to the latest news? For example, an expansion is a positive news story, but the wider objective may be to secure more clients as part of this milestone.
While media activity on the expansion is important, further work is required to achieve the overall company aim.
This is where integrated PR and marketing communications will deliver the results you desire, while also making sure you get the best bang for your buck from your investment in media relations.
Start by understanding which social media platforms your target customers are on. Share relevant updates to be seen organically and consider a paid social media campaign to place your news beyond your existing network.
Review your email database and share the article using software like MailChimp, which allows you to analyse performance, such as who has clicked on what links.
Identify relevant podcasts, which are growing in popularity and allow you to connect with a truly engaged audience, and reach out to pitch your spokesperson to appear as a guest.
Depending on budget, it may also be advantageous to create your own podcast and build your own audience.
Film and edit news-style video interviews, which can be embedded on your website and uploaded across social media, to engage those who prefer to watch and listen.
Repurpose your press releases and other content marketing outputs into additional material such as print newsletters, annual reports, and ESG reports.
Integrated PR activity taking multiple channels into account will lead to an increase in website visits; ensure your site conveys key messages consistently and prominently.
Linking back to the previous example, the expansion may be the news story, but if the wider aim is winning clients, showcase content on your site that will help such as case studies, expert commentary and thought leadership pieces.