Here’s a scenario we see often. A company has a fantastic service or product, but suffers from an unfortunate disconnect – not knowing how to generate publicity and exposure among the right target audience.
To start, we must first look at identifying or confirming your target audience. Sure, you might say it is consumers, or other businesses or maybe even investors. But have you examined the finite nuances of this audience including demographic and geographic details? From there, how are your business objectives connected to this particular audience? Once you are able to answer this question, you can hone in on how to reach your target audience.
When it comes to reaching your target market, there are more mediums available today than ever – from traditional news media (newspapers, radio, etc) to Twitter, Facebook and blogs.
Figuring out the best mode of reaching your audience isn’t nearly as simple as it once was and being impactful in your outreach can pose an even greater challenge. So should your company be appearing on TV, in print, on the radio, in blogs or via social media?
It all depends on who you are trying to reach.
If you are looking to connect with wholesalers or distributors, trade publications can be an excellent option. If your business is online and you are trying to increase engagement, blogs and social media marketing can be very useful tools. What if you are in the midst of a merger or acquisition? Traditional print can be very useful for credibility. Need sales for your product? Broadcast is very visual and is an excellent vessel to profile products.
No matter what the channel, ensure that your public relations firm crafts story pitches and press materials that are strategic, succinct and make an impression on the desired audience. This is a skill that we believe separates the wheat from the chaff, or really shows what the best PR firms are made of.