Five tips for success in public relations

The key to success in Public Relations is to build a relationship of acceptance and trust with your target audience, only then will the market be receptive to your products or services. If you are mistrusted as an organization, your public credibility will plummet and your reputation will be in tatters. Lying and exaggerating will only make you look bad when you can’t deliver what you promise.

As consumers we are becoming increasingly skeptical and demanding. It takes a lot to convince us to use or buy something we don’t need and didn’t even know we wanted. The advent of new media coupled with the continued influence of traditional media such as television and newspapers allows organizations more arenas in which to engage with the public.

1) Blogging. You are unlikely to get a positive response by blogging directly about your services and products. Selling yourself too directly is a turn off rather than a turn on. However, companies are finding success courting popular bloggers, sending them samples and inviting them to launch parties in exchange for endorsement. By enlisting the support of popular bloggers, your business can reach a growing market that is taking over traditional media. Why do blogs demand audience loyalty over actual organizations? Bloggers are seen as real unmotivated people, not an organization trying to manipulate us into doing something we don’t want to. The trust that certain blogs build with their core audience is a vital tool you can use to entice authors to advertise your products.

2) Do not point fingers. Nobody likes to know everything. And Britain is a sucker for the underdog. So pointing out your competitors’ mistakes just to launch your own product will not win you a following. Public relations is all about positivity. If you have to make someone else look bad to make yourself look good, change your tactics. Focus on the positive aspects and features of your product, what is unique about it? Good quality? Value for money? This strategy will build your reputation with your audience, while attacking your competitors will only hurt it.

3) Get people talking about you. We learn about most new products and services not through advertisements on television or in newspapers, on the Internet or on the radio, but through word of mouth. A catchy phrase or use of a well-known song can get people talking, and when a friend recommends a product, we give it more credibility than if a stranger on TV says we should buy it. A few years ago, Wazuuuuup swept the nation, and now Phil Collins will be connected to a well-known chocolate company for years to come. A successful advertising campaign will make the job of public relations professionals much easier.

4) Be social. The rise of social networking sites has been huge with everyone and their grandmother signing up for the social media phenomenon! The most popular social networking sites have more than 200 million members, half of whom log on at least once a day. A large percentage of Internet users are members of one or more social networking sites and they are proving to be a successful way to target potential customers. Creating a positive profile of your organization and keeping your followers updated with promotions and new products is a tried and tested public relations activity.

5) Maintain Good Relationships. Successful PR campaigns don’t start or end with a product launch. If your initial campaign was successful and your products or services were purchased, your next main goal should be to retain those customers as loyal buyers for the future. Take advantage of direct and email marketing, reminding consumers of your business and keeping them with exclusive offers and promotions. Making sure you don’t lose a customer after the first sale is a sign of successful public relations.

These tips are designed as the foundation of a good public relations campaign. By following them closely, you will ensure that you attract consumers, sell them your product, and retain them for future purchases.