How to stay relevant in changing times
Many times you must have read the words, ‘The only constant is change’. Nowhere is it more relevant than today’s world where everyday throws up new opportunities and challenges. Today, communication is so easy and you can quickly spread your message through social media but the flip side is that your competitors too have the same advantage.
Stay on top of mind
Today your TG is being bombarded with various kinds of information from all corners. This makes their memory quite short. You need to constantly keep your brand appearing before your customer. Brand recall and brand engagement are priority. Remember, out of sight is out of mind. Therefore, regular PR and branding activities are a must.
Don’t lose sight of your target
As brands grow and expand, sometimes they tend to lose track of their TG. thisan have a very negative impact on the brand, Once it’s unclear to which TG you are talking, it’s a path to disaster. Create a solid identity and purpose that your brand is associated with.
Technology is the biggest change that has entered PR. Whether you are on your website, Twitter handle or Facebook, the communication and tone of the message must be the same. This is what will build your brand. Keep these channels updated.
Timing is everything
Ride trends! Make them work for you. For instance, if your brand is a natural washing powder and Earth Day is coming up and everyone is talking about eco-friendliness tie in your brand with this. You will get awesome PR coverage.
Keep your internal audience informed
Before even sharing any piece of news with external audiences, make sure you intimate all your internal audience. This could include employees, a board of directors, donors, members, brand partners and more. Only if they are kept in the loop will they be able to stay in sync with customers.
Content is King
At the heart of PR is good content. Develop content that’s not just engaging but relevant and stays ahead of the time. Tailor content to your TG and make sure it fits the season and context too.
Today just trying PR pushes in the media is not working. A look at the bigger picture shows that collaboration with media channels provide better results. For instance, you can tie your brand up with a FM radio channel and this can be a mutually beneficial activity.
Make sure you are useful and interesting
While working on a PR campaign, make sure hat it has a positive approach and that the TG has a positive takeaway form the communication. Make it informative ad useful so it will keep your TG more engaged
Play for the long innings
PR is not a one off thing and should to be looked at in that way too. A one-time PR splash can give you great reach but to maintain your position in consumer minds takes a well-planned and consistent PR Strategy.