Hey business owner; you might not realise; but there are probably a bunch of things you’re already doing in your business that would classify as PR tactics.
If you’ve been following along our content trail and newsletter you’d be well aware that PR is not just media coverage and in fact a whole bunch of things. Media coverage is just one result of one PR tactic.
PR is a communications function that educates and informs audiences and redefines perceptions. PR helps businesses to find the people that need what they’ve got to give most. PR helps experiences, products and services find a place in people’s lives.
Richard Branson is quoted for saying “publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad,” And while I wholeheartedly agree. Again pitching story ideas to media in the pursuit of publicity is just one potential PR outcome.
PR takes shape in many different forms. PR is the sum of endless possibilities to inspire others to connect – to become aware of and talk about something or someone in a positive way.
PR connects people through stories that unfold around a brand. And these stories might take shape in the form of tales about transformation, community and adaptation in educational, informative, enlightening or entertaining ways or they might be entirely visually led or experience led.
To keep things interesting PR pros hatch an idea and bring it to life with tactics that create content and experiences that might compel audiences to share that content or experience. We do this through bespoke special events, ambassador partnerships, through social media campaigns, through beautiful branding, through a website that is on-point and on message, a stunt that happens in your world when you least expect it or don’t even realise because it’s a seamless integration, and of course published articles through third-party media outlets. PR is all of but not limited to this. PR is not media coverage. Media coverage is publicity; and a tactical outcome of PR.
PR is the art of connecting people and coming up with strategies to do just that. Media coverage is one thing but not all of the things. And this is the exciting part; understating the full capacity and potential of PR magic, opens up a world where you can manage your PR better and without entirely relying on just one thing, media.
Here are the ways that you’re probably already doing good PR things;
Exceptional products, services or a cause that helps shape the identity of those that buy with you. People are more focused on the meaning of buying something than the product itself. Great product that communicates valuable meaning – this is PR.
Visually pleasing and well positioned brand assets and packaging that would compel people to want to know more and move closer to what you’ve got. – Design that communicates your value, this is PR.
Uniquely you, micro niched messaging across all of your social media profile descriptors – consistent messaging this is PR.
Excellent imagery that puts you and your business in its best light, authentically across every touch-point. Images that tell your story and optimise leads – this is PR.
Value-led, professional copywriting that is anything but average and shares your unique story with consistent tone-of-voice. Building connection and relatability through words – this is PR.
A website that is a great user experience, positions your brand well and communicates your value. Digital communication platforms that share your story – this is PR.
Genuine, repeat patronage and loyal fans that have become roving brand ambassadors organically because they appreciate you and your cause, are a part of your tribe and share your story for you. Actual influencers – this is PR
Relationships with people who publish content that support your business inside and outside the media. Third party endorsement. – this is PR.
Strategically and thoughtfully executed social media platforms. Content creation that informs and enlightens – this is PR.
A memorable event that brings people together. Grassroots community connection that builds brand memories – this is PR.
PR is what helps you to unearth and connect with the people who you need and who need you. All with a giver’s heart in mind. PR is about what you can give. Not what you can get. And this is the art of PR. It’s about being a good human. A kind human and connecting with others through how you can help each other, hear each other and give to each other. PR is how you can provide value to someone’s life and together be valued and feel valued.
PR is about finding your people. In it’s truest form it is about being heard. It is about connecting; that’s it. It is about human connection. And the skill of PR is the conduit in helping others to find each other.
Words by Jade Roberts
raraPR Founder and Creative Director
raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.