Do you have New Year’s resolutions set for your business in 2013? I have many. On the top of my list is face time. Personally, I plan to get out from behind my computer screen and set more appointments for coffee / lunch with cherished colleagues, (who I have cancelled on far too many times in 2012 than I care to admit). I want to reach out to new contacts that I have established a rapport on social media & have been wanting to meet in person to further build on those relationships.
I also intend to work smarter, not harder. Here at the office, we’ve been really focused on our new business model. We’ve been testing various elements of storylinePRO for several months now and are very excited about our 2013 launch. Details to come.
Does your PR need a kickstart in 2013?
We’ve highlighted the following New Year’s resolutions for you to consider to kickstart your business PR profile.
Write Better Headlines
Whether it’s a blog post, a news release, email campaign or a Facebook or Twitter update, perhaps it’s time to start thinking about restructuring your headlines in 2013 to appeal to a broader audience. There are a couple of reasons for this…
a) The headline is what journalists see first in news room wires and the first thing your audience sees in RSS feeds, email in-boxes and status updates on social media. You have to make it compelling to ensure your message gets the attention it deserves.
b) Search engines place extra weight upon the text at the top of the page and only index the first 65 characters of the headline.
Addressing both these issues when creating headlines can be challenging, but can be accomplished keeping these tips in mind… 1. Think like a journalist 2. Point out the benefits and 3. Be concise.
Stop ‘Selling’ and Start ‘Telling’ your Story
Great communication is about telling stories well. Some of the largest and savviest organizations are using “stories” as a core foundation of their marketing efforts and are discovering that storytelling is very powerful in the world PR. Public Relations is no longer about developing messages to be pushed to the media. Rather than tug on the sleeves of the media and beg for mentions, tell your story – everyone has one, what’s yours? In this issue of ePRnews, we shared some tips on understanding the use of stories in PR.
Add More Video
And speaking of storytelling, video can bring your stories to life, creating emotion and visually stimulating assets to drive home points that your audience cares most about. It just takes a little creativity, a good story and solid planning. Here is a recent ePRnews newsletter on this very subject.
Evaluate your Social Media PR Channels
Journalists and bloggers who are at the top of your pitch lists – consume content digitally. Sharing on social media can have a lasting effect on the online visibility of your message. Ensure that you have the right set of social media PR channels to tell your story. Of course, it doesn’t make sense to invest time and effort in a particular social network if your clients are not there. How do you determine where they spend their time? The easiest way is to ask. Compile a quick survey!
Build Relationships with Media
Invest time in building relationships with reporters, not just media databases. Watch the conversations being created around the news that is being reported in your industry. Follow the source of the news. Find the names of the journalists who cover your specific topic. Search for articles by those journalists and start engaging.
Target your Pitch
Remembering a media survey we stumbled across a few years back, it revealed startling stats…. ‘Over half of journalists say unsolicited pitches result in a story only “1% to 20%” of the time and 44% say only “0 to 25%” of the pitches they receive are related to what they cover’. On behalf of my industry, “tisk.. tisk…” You will have invested a lot of time and research into ‘the perfect pitch’, so make sure you are sending it to the right media contacts that would have a genuine interest in your story.
Our Thoughts on New Year’s Resolutions
Setting goals is a wonderful thing for your business and your spirit. A new year ahead with nothing but promise and inspiration is rejuvenating. What other New Year’s resolutions have you planned for your business that will kick-start your PR profile in 2013?