And why it’s important
As a small, proactive PR agency, we work on a mix of short term projects and longer term PR activity. Working on a range of clients and communications helps to keep us fresh and we enjoy being able to help fledging companies as well as large, more established businesses.
A short burst of activity can give a company or individual a boost and create the kind of impact they’re after. While longer-term pushes can build and sustain momentum as well as awareness amongst your target audience.
We want to position you and your business as thought leaders – trusted sources for commentary and information that journalists come back to time and again. The best way to do that is through a sustained approach.
Clients often ask what they can do to support that and the answer is quite a bit. We start with how they’re currently engaging with publications and journalists – including on social channels like LinkedIn and Twitter.
This is a good way to raise awareness, helping to amplify coverage and getting to know the content being covered.
- Ensure you’re getting bulletins for key publications and scanning them regularly. They’re often free. This doesn’t need to take long but it can help with understanding what publications cover (and don’t cover).
- Follow your sweet spot publications on your favourite social media – be it LinkedIn, Twitter, Instagram or Facebook – and keep an eye on their content.
- Follow individual journalists – a good PR agency should be able to point you in the right direction for your key journalists and the social media they’re active on. Twitter is often a good place to start.
- Engage with their content. Share their posts that resonate and comment on them (not just on the content that features you). What struck you? What was pertinent and what did you agree or disagree with? Could you add anything to the debate?
- Once published, share that content, thank the journalist for the interview and tag them and the publication. Spreading their pieces will help them to reach a wider audience.
- Keep an eye on their own news – they may be moving jobs, getting married, sharing life events. This means it’s good to engage on a personal level as well as a work level.
These are good steps to take to help support PR efforts and get you even closer to the publications and writers that will be the most powerful for you.
To find out more about engaging with publications check out our post on the importance of working with local and trade press.