How to get smart with your PR in 2023
PR should be on your business to-do list if you want to stand out this year. Discover how to get smart with it to gain more media coverage.
Far from being the reserve of major players (how do you think they got famous in the first place?), Natalie Trice, who has worked in the media for over 25 years, believes there’s a place at the public relations table for everyone, including you.
While being visible might feel like a stretch right now, she is here to share some simple but effective steps you can take towards being in the spotlight in 2023 and beyond.
Be clear about who you are talking to
Knowing who you are talking to, AKA your target audience, isn’t just key to your PR efforts but fundamental to business success.
If you make organic dog food, you don’t need to connect with cat owners; similarly, if you are a health coach specialising in hormone health in women, men aren’t your jam.
If you’re established, you may be very clear on who your people are, but it’s always a good idea to reflect and ensure that you’re on track. If you’re new to your business, take some time to work out exactly who your audience is and be mindful of this when you are communicating, whether in the press, online or in your newsletters.
Be your own media maker
Today access to your story doesn’t need an editor’s approval to run. Thanks to the internet, you can go directly to them, which can feel less of a stretch than being front page news on day one (note, this rarely happens, so don’t fret).
As a starting point, make sure you use your website, blog, podcast or newsletter to be seen and heard.
You want to have some control over your messaging and content, so make sure there is somewhere out there that is yours so people can find you and connect with you even with social media goes down.
OK, once you are doing it for yourself, next comes IG, Facebook, LinkedIn, and TikTok, which again gives you control over what goes out to the world and when but on a larger scale. Check which platforms you’re on (it’s easy to forget what’s been created and where), make sure they are the right ones and check branding and links. If you’re behind on social media for your business, put aside time to catch up and get back on track.
Going back to point one, if you know your target audience, you’ll know what social media they consume, and if you don’t know, again, do some research and find out.
With this in place, you can start sharing knowledge and communicating your news, reviews, wins and launches.
Know the media
When you are ready to go further, think about the media outlets your target audience consumes, and if you don’t know, ask them via your newsletter, blog, or social media.
If you know they like Grazia and Cosmo, read them yourself and get to know the stories they cover and the people they feature. Hint, it’s not just Victoria Beckham and Kate Moss.
If it’s more about connecting with business people, look at Forbes and HRZone to get a feeling for who writes for them and what they are looking for. This will help you decide if your actions are a good fit.
As well as using social media to talk about your work, industry and biz win, it’s also a place to build relationships with the media. We aren’t talking about stalking here but liking and commenting on their content is a great way to start conversations and establish, build and nurture relationships.
In the longer term, you will hopefully be on their radar, and they’ll come to you when they need help with a feature or news story.
Get your press material in place
You need to have your materials in place from the get-go of being visible. Clear product descriptions, a list of your services and prices, and a biography should be ready to be sent out when the email or call comes.
They say a picture paints a thousand words, which is true in PR. Having a decent image ready can be the deciding factor between Good Housekeeping using you or a competitor for a double-page spread.
Go for clean, clear product images and bright, fresh, creative headshots (no red eye or boring white backgrounds) and if you can, hire a pro to do the job for you.
PR isn’t ER, but it can be powerful, so get things in place, and you never know where you might be shining in 2023.
Natalie Trice is a PR author, coach and trainer and has worked in the media for the past 25 years. As the founder of PR School, she works with many businesses that want to use public relations to build their brands, boost their profiles and grow their confidence.
Natalie not only teaches the skills needed to be in the press but as an ICF-accredited coach, she will be your biggest cheerleader and supporter as you step into the light.
For more details, head to PR School and Natalie’s next Featured in Four course starts on 23 January.