14 Effective Strategies for Managing Your Own PR as an Entrepreneur
Are you feeling frustrated because your business isn’t getting the recognition it deserves? Do you want to expand your audience and let the world know about the great work you’re doing, but lack the budget for professional PR services? Don’t worry; you’re not alone, and there are numerous steps you can take right away to manage your own PR effectively. Let’s explore 14 powerful ways to jumpstart your own PR:
- Define your goals: Before diving into PR activities, clarify your desired outcomes. Whether it’s connecting with potential investors, securing editorial coverage, or driving local awareness and sales, knowing your objectives will help you develop a targeted PR strategy.
- Craft your key messages: Clearly define what your business stands for, its purpose, and what sets it apart. Developing strong key messages will provide a solid foundation for your communication efforts and help shape compelling stories around your brand.
- Build a media list: Research your peers or competitors to identify where they are receiving coverage. Note the journalists or influencers who are writing about them, as they may be interested in your industry and business. Reverse engineer a media pitching strategy by creating a story idea or content opportunity that would be relevant and new. Google News is also a valuable resource for finding articles related to your topic that you can pitch.
- Refine your pitch: Communication is key. Develop a pitch that clearly and effectively communicates your idea or vision. Cut through the clutter by using language that resonates with your target audience and emphasizes the value they will receive. Remember to focus on what’s in it for them.
- Craft compelling email subject lines: When reaching out to the media via email, ensure your subject lines are relevant to the content of your message. Consider including a sense of urgency or timing to convey the opportunity.
- Be persistent with outreach and follow-up: Actively reach out to the media and don’t get discouraged if you don’t receive an immediate response. Persistence, resilience, and determination are essential in the pursuit of successful PR. If your initial pitch doesn’t strike a chord, reframe the story and try again. Avoid being pushy or begging, and focus on unearthing quality opportunities aligned with your goals.
- Gather press-worthy imagery: Build a collection of high-quality images that support your PR efforts. These can include campaign images, product visuals, location shots, personal profile pictures, or images of you in your creative workspace. Familiarize yourself with the types of images your target media outlets publish, and use them as inspiration for your own photo shoots. Consider enlisting the help of a PR or creative production team if needed.
- Take control of your narrative: Don’t solely rely on the media to tell your story. Take charge of your own content creation on your various platforms. Creating and sharing your own content allows you to manage your online reputation effectively. While media coverage is valuable, remember that you can’t control the messaging in those articles. By producing your own content, you can shape your story the way you want it to be told.
- Harness the power of social media: Consistently engage with your audience on social media platforms. Share your knowledge, provide value, and build relationships through storytelling and community engagement. Remember that relationships take time to develop, so be patient and focus on building genuine connections. Use social media as a means to educate and repeat your key messages consistently. Quality content drives business, and content is an integral part of PR.
- Establish yourself as an expert: Showcase your expertise by self-publishing content. Whether through long-form social media posts, blogging, newsletters, LinkedIn articles, or contributing to third-party media outlets, sharing your knowledge will position you as a thought contributor. Focus on addressing customer problems, answering frequently asked questions, and highlighting what makes your business unique.
- Engage with key media professionals: Networking is a crucial aspect of PR. Take the time to build relationships with journalists, editors, and other media professionals. Follow them on social media, support their work, and engage with them genuinely. Show interest in their topics and establish real connections based on mutual respect.
- Join industry Facebook groups: Participate in relevant business networking groups on Facebook. Contribute value, establish connections, and position yourself as an active member within your industry. Seek collaboration opportunities and engage in meaningful discussions that can lead to valuable PR outcomes.
- Collaborate with influencers: Identify influencers who align with your brand and could help amplify your message. Just as you follow traditional media, connect and engage with influencers who create content that represents your business well. Forge authentic relationships and explore opportunities for collaboration.
- Host targeted events: While hosting events requires investment, it can be a powerful way to connect with your audience and create lasting brand memories. Consider hosting intimate, well-produced events that align with your brand. Craft clear event communication, curate a relevant guest list, and ensure the event reflects the quality and values of your business. If event management is not within your comfort zone, focus on other tactics that align with your capabilities and resources.
The best part is that you can start implementing these strategies immediately. Kick-starting your PR efforts can be liberating, even without a substantial PR budget. If you have any additional ideas for managing your own PR, feel free to share them in the comments on platforms like Instagram, Facebook, LinkedIn, or wherever you are active. This is an exciting time to take charge of your PR and make a meaningful impact.