Public relations is all about communicating a brand's message to the public through various mediums. However, you may be facing increasing competition in the marketplace or struggling to get enough reach with traditional PR methods such as press releases. Entrepreneurs need to think outside the box and incorporate creativity into their PR strategies to stand out in the crowd. In this article, we will share some top tips from our PR and growth experts on how to get creative with public relations and make a lasting impression on your audience.
Yuping Xu, Digital PR for China, Japan, Korea with Topic News PR, recommends incorporating pop culture elements into your PR strategy. Using manga, emojis, and recruiting creative influencers can help you present PR in unique and exciting ways. For example, Japanese government agencies have conducted successful campaigns using manga, while GM once put out a press release written with only emojis, which earned enormous coverage globally.
Julia Voloshchenko, PR Manager at Usetech, emphasizes the importance of visual content, such as infographics, tables, charts, presentations, or images, to attract more attention. She suggests using presentations at speeches and handing out pamphlets or business cards to make you a memorable speaker. However, she advises against attaching presentations to a journalist's pitch as journalists already receive many emails and may not have time to read them.
Paige Arnof-Fenn, Founder & CEO at Mavens & Moguls, recommends newsjacking to align your story with breaking news and boost your chances of getting press mentions. By connecting your story to a viral event and piggybacking on its coverage, you can get attention and stand out. For instance, Krispy Kreme promoted selling a dozen doughnuts for the price of a gallon of gas, which was a brilliant way to make news and get noticed.
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Emily Reynolds-Bergh, Owner at R Public Relations, suggests linking your story or campaign to a current event or popular cultural moment. This approach works well because journalists are likely already covering the event, making it easier to weave your narrative into existing media coverage. For instance, if your town is hosting a Harvest Festival and your brand is launching its new fall line, find a way to tie the two stories together.
Melanie Marten, Owner at The Coup, suggests building up your owned media channels, such as launching a podcast or creating an educational video series that reflects your company's mission. These channels can be effective in engaging your audience and generating buzz, especially if they offer valuable content. Strong owned media channels increase your relevance as a source and help you get on journalists' radar.
In conclusion, getting creative with public relations requires thinking outside the box and incorporating unique elements into your communication strategy. Pop culture elements, visual content, newsjacking, linking to current events, and building up owned media channels are all effective ways to get your message across and make a lasting impression on your audience. By applying these expert tips, you can stand out in the crowded marketplace and establish your brand as a trusted source of information.
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