PR campaigns need a 360-degree approach  

When it comes to planning your next impactful PR campaign, it goes without saying that you need to consider all aspects of your approach. PR is not just media relations; it encompasses all external communications, and with so many digital platforms available to share content on, and the impact and reach of these constantly evolving, your PR campaign needs to be managed strategically.

Some aspects of ‘traditional’ PR, for example press releases, are mainstays, but you are more likely to have a successful campaign if you implement aspects of digital PR alongside traditional efforts.

To get the best results for your campaigns, applying the PESO media model will help to ensure that any PR strategy implemented is covering all ground.

The acronym stands for Paid, Earned, Shared and Owned (PESO) media, and this framework is most beneficial when used as a planning tool to integrate different forms of media.

This framework was first introduced by Gini Dietrich, founder and CEO of marketing and communications firm, Arment Dietrich, in her 2014 book – Spin Sucks: Communication and Reputation Management in the Digital Age.

The PESO Model

Paid

Paid media is fast becoming a top feature of PR campaigns. This form of media uses; ambient advertising, sales promotion, PPC and SEO to place money behind the content to boost and control its distribution. When using paid media, it is important that you choose platforms to target according to the right audience, to yield the best results and avoid wasting your money.

You can monitor the average click through rate percentage and average cost per click to see if the advert is on track to achieve the objectives set at the beginning of the campaign. Selective and tailored messaging on platforms such as Facebook and Instagram will ensure that any messages resonate.

Earned

Earned media is a form of third-party endorsement. This can be achieved through more traditional media relations or through blogger and influencer relations. When used correctly, influencer marketing can generate 11x the ROI of traditional ads*.

The use of influencers can help your brand to reach new niche audiences with dedicated interests, while raising your profile across channels and platforms, in addition to many other benefits.

Shared

Shared media is also referred to as content marketing. It is centred around pushing content through social channels, but can also include affinity marketing, review sites and partnerships.

Affinity marketing is an aspect of PR that consists of a partnership between a company and an organisation that gathers persons sharing the same interests, to bring a greater consumer base to their services, products and opinions. A long-lasting relationship can be formed using this concept, in which both parties’ benefit. This can be rewarding especially during difficult times such as the COVID-19 pandemic.

Owned

Owned media describes any content and channel over which your company or organisation has complete control. It includes websites, publications, presentations, research, podcasts and webinars.

When used correctly, owned media channels can be successfully used to establish your company or organisation as thought leaders, whilst building long-term customer relationships.

At the centre of the PESO model is Authority. Optimised, shareable and engaging content should be a golden aim for any campaign alongside Google authorship.

The most successful PR campaigns have a tailored and strategic approach and utilising the relationship between all the media forms in the PESO model can ensure that your next PR campaign is launched with a foolproof strategy behind it.

Get in touch with us today to discover how your next PR campaign can reach its full potential.

*https://www.socialmediatoday.com/news/the-brand-value-of-influencer-marketing-in-2018-infographic/520810/

 

PR during a pandemic – refocusing communications strategies in times of change

In a world where everyone has gone indoors, having an online presence is crucial.

 

We are fortunate enough to be in a digital age, where online communication is one of the most powerful and accessible tools, and it is more important than ever that businesses have a strong online presence, which might mean its time to be refocusing communications strategies.

The team here at Jennie Holland PR has been busy working with clients to refocus communications strategies to ensure that brands are as strong as can be when tackling these unprecedented times.

In this blog, we’re sharing some advice on how brands can adjust and refocus communications strategies during these times.

Going back to basics

Start by reviewing your current communications strategy. Is your business communicating as effectively as it could be? Does your output reflect your brand’s strategy and core values?

During these challenging times, communicating brand identity and values remains at the forefront. Use a range of communications tactics such as press, social media platforms, email and SEO to continue engagement with your target audiences.

Pause for a moment and put yourself in the customer’s shoes – think about what they might need right now rather than what the business needs in terms of growth. Do you have engaging and relevant content? Evergreen content such as blog posts and positive company stories are especially useful as they can be re-worked to suit each platform.

Focus on the digital to maintain visibility

Current events have created a new challenge for business owners that forces them to think of communications strategies outside of traditional channels.

Businesses must now lean towards digital efforts to ensure consistent and timely communication with audiences. Maintaining visibility during this time is essential for long term profitability and continued investment.

Out of sight means out of mind – keep in touch with your audiences or risk losing them. Frequently post on social media platforms to remind your audience that your business is still in the picture.

Audiences may be watching the pennies right now but they are still spending money. They want to purchase the right products from businesses they can trust. Send out personalised, contextualised and targeted messages digitally to existing customers who want to hear your news.

Mindful messaging

It is important during this pandemic to be mindful of the way your business is communicating with stakeholders. Keep communication relevant and timely and avoid overwhelming them with messages. There is an abundance of information around right now and it can be a lot for consumers to digest – try illustrating brand values with imagery and infographics.

Keep consumer engagement alive with positive communications, such as stories of hope and community.

Develop a crisis communications strategy

Increased transparency is important when crafting a crisis communications strategy. Look below the managing director to connect with customers more when reaching out to them. Be empathetic, not everyone will relate to receiving a COVID-19 statement from a managing director that they have never heard of, try directing the message from the customer service manager instead.

Personalise the COVID-19 statement – avoid corporate talk and being too negative. Instead, focus on the wellbeing of others and bring a personal, positive approach to crisis messaging. Consumers do not want to hear about how the pandemic is affecting your finances, talk about how the staff will be affected.

Refrain from neglecting your staff, it is more important than ever to keep a constant communication channel open with them. Set up a virtual quiz or a virtual pub on Fridays to keep everyone in touch whilst working from home.

With an ever-changing digital climate – communicating and engaging with your shareholders and audience can remain undisrupted as long as you have a solid communications strategy in place.

If you’d like to discuss how we can help you with refocusing communications strategies, get in touch with the team today on 0115 998 3048 or email hello@jenniehollandpr.com.