In our introductory client meetings, we often talk about the importance of building up a number of PR touchpoints. But what do we mean by the term and how do they impact our PR strategy? Let’s dive in.
PR touchpoints are the multiple points of contact that a company has with its customers/clients through public relations efforts. These can be physical, digital, or both, and they are used to communicate and engage with the public in order to shape perceptions and build relationships.
According to Rain Group, it takes an average of eight touches to get an initial meeting (or another conversion) with a new prospect. One isn’t enough, and this is just one of the reasons why we always encourage our clients to be open-minded when it comes to working with a wide variety of publications, not just one of the big nationals (where you’re less likely to be featured frequently).
Some common physical PR touchpoints include events such as press conferences, product launches, and trade shows, as well as more casual interactions such as networking events or social gatherings. These allow companies to present themselves and their products or services in person.
Digital PR touchpoints include websites, social media platforms, email marketing, online news outlets, and industry publications. These touchpoints allow companies to reach a wide audience quickly and inexpensively, and they are often the first point of contact for consumers looking for information about a company or its offering.
The benefits of multiple touchpoints
One of the key benefits of PR touchpoints is that they mean that companies can proactively shape the narrative around their brand and reduce the risk of negative publicity.
PR touchpoints can also be used to build relationships with employees and the media. By regularly engaging with these groups, companies can build trust and credibility, and foster a sense of community and connection.
Effective PR touchpoints require a well-planned and executed strategy, including identifying the target audience and determining the most appropriate ways of reaching them, as well as developing a clear and consistent message and tone.
In addition to traditional PR touchpoints such as events and media relations, there are partnerships with influencers or celebrities, experiential marketing campaigns, or interactive social media campaigns.
PR touchpoints are an important tool for companies to communicate with and engage their customers, build relationships, and shape perceptions of their brand. By creating a strategy that includes a variety of touchpoints, companies can more effectively reach and connect with their audience.