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TEN CONSUMER PUBLIC RELATIONS TACTICS THAT ALWAYS WORK
By Sharon Haley Linhart, APR
President, Linhart McClain Finlon Public Relations
Trying to define public relations, let alone explain how it fits into the marketing communications mix, is a daunting task. I define PR as performance recognition. Public relations helps companies garner recognition for what they do and it helps them do the right things to get noticed. Essentially, PR draws attention – good or bad – to an organization’s work, products and ideas. And getting consumers’ attention is more than half the battle.
Today, finding credible, creative and cost-effective ways to market to consumers is tricky. Here are ten time-honored and reliable tactics of public relations that are sure to get results. When strategically tied to key messages and practiced consistently, these techniques can be powerfully effective.
- Be visible – use the news media to spread your story. “I only know what I read in the newspaper,” is not a cliché. Americans accept what they read in newspapers and see on television, despite the media’s decreasing popularity. Get journalists to tell your story, review your products, publicize your achievements or give you their stamp of approval. The mass audience available through the news media makes the minimal effort and expense of a consistent media relations program worthwhile. Be newsworthy, notify the appropriate consumer media, and publicity will happen.
- Be talked about – perhaps the most effective and important tactic is word-of-mouth. People talking about your product to friends and neighbors, advocating and offering personal testimonials is by far the best form of public relations. Capturing and repeating favorable reviews is smart and relatively easy. Conversely, if your products aren’t good or your company isn’t respected, your competition and unhappy customers will do this for you.
- Talk to your people – arguably the most vitally important audience for any company is employees. They may be the first point of contact with customers and how well they represent the company hinges on how informed and respected they feel. Neglect employees at your peril. Treat employees as your most valuable asset and your company will prosper.
- Do well by doing good – sometimes called corporate social responsibility, community relations means doing something for the community because it is the right thing to do. When you help solve social problems or contribute to a good cause, you demonstrate that you are a good corporate citizen. The majority of Americans believe that companies have a responsibility to support causes and most say they will switch brands to buy from a company that is committed to the community. Be a company known for its community involvement. Feature your good deeds on your Web site and in your advertising.
- Party on! – receptions, dinners, sporting events, concerts, rallies, parades, memorials, contests, trade shows, and ground-breakings. If you’re looking for a way to celebrate, call attention, coalesce opinion, thank customers, or make a difference, host an event. Make it unique and fun, patriotic or silly, or serious and touching, but connect with people in a memorable way. Invite customers, prospects, employees, friends, vendors and the news media.
- Give the facts – share information and knowledge with consumers and employees – they’re smart. Provide the facts of a situation. Consumers want a plainly worded explanation and timely communication, whether about a crisis or accident, a cost-increase, delay, health risk, or mistake. The public can handle the truth. Through straight talk and honesty, companies can earn public trust over time. A good reputation can be destroyed in a matter of minutes through misrepresentation or deceit. Make sure your actions and deeds align with the facts.
- Untangle the Web – a comprehensive Web site loaded with current information, products and services, news, photos, and bios is essential. Make the Web site easy to navigate, engaging, informative and fresh. Allow customers, prospective employees and clients, and especially the news media, to contact you electronically. Create an opt-in newsletter for clients and prospects and send them valuable, practical or entertaining communications. Get in front of them regularly, but don’t violate their privacy and never spam them with unwanted junk mail.
- Be surprising – even if the surprise is constancy. Consumers expect your brand to be consistent whether you’re known for low prices, elegant service, punctuality, great food or funky atmosphere. By staying true to your brand, not disappointing customers, and owning up to mistakes and correcting them, you will surprise consumers who otherwise have low expectations. Practice creating WOW!
- Wear your heart on your sleeve – giant, world-wide corporations and small businesses must connect with customers. By providing a human touch, finding ways to personalize transactions and using technology only as a way to give better service, you can win the hearts and the dollars of consumers who are overwhelmed and looking for ways to feel better about their lives. Truly successful communications connect with human emotions. Think about how your company or product makes your customers feel and put some heart into your messages.
- Perform – if you do what you say you will, consumers will flock to your door. If your performance is better than your competitors, if it is distinctive and merits attention, you will get recognized and rewarded. This is the simple essence of excellent public relations and marketing success. It may seem rather elementary, but no amount of good PR can mask a poor performance.
Public relations principles such as these form the foundation of an effective marketing effort and business code of conduct. A smart public relations professional or firm that works closely with the marketing team helps businesses develop relevant, strategic communications plans. Working separately, PR and marketing can only achieve so much. It’s integration that brings success.
Founded in 1996 by Sharon Haley Linhart, APR, award-winning Linhart McClain Finlon Public Relations is a full-service public relations firm located in lower downtown Denver that specializes in strategic communication and reputation management for a variety of leading clients in diverse industries. A community leader, Ms. Linhart was recently recognized by PR Week as one of the 20 best PR agency managers in the country.
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