If you have ever worked for a small business or non-profit, your job probably consists of wearing multiple hats. So how do you get through the never-ending checklist and still manage to communicate strategically? The reality is there isn’t a plan to solve it all. Every small business, non-profit and one woman/man shop operates differently, faces different challenges and needs different solutions. That being said, there is still hope even if you can’t solve all the issues at once. My advice: go back to the basics.
The public relations industry is ever changing and misunderstood, especially in light of so-called “alternative facts” or horrific policies such as United Airlines’ poor handling of overbooking or campaigns such as Pepsi’s misappropriation of a national racial justice movement to sell a product. Both cases negatively impact each business’ bottom-line and overall consumer confidence. Many confuse PR for “Press Release” – when there is so much more to what PR practitioners do.
One of the most vital components of your company’s brand is its integrity, and because the internet fact checks at the speed of light these days, it’s prudent to take steps to ensure the information you make public is beyond reproach before releasing it. To help you safeguard that integrity, here are a few things to keep in mind.
Why should you attend your trade organization’s events? For the amazing chicken lunches, obviously. If that’s not enough, how about this? If your industry is anything like PR, it’s changing at the speed of light. Things like Facebook and Twitter were not part of our jobs only seven or eight years ago, and now we can’t work without them. I’m guessing technological advances have done the same to your industry.
Entering your work in an association’s annual awards and recognition ceremony is A LOT of work. Whether you’re gathering the news clips, screen-shotting social engagement, writing a narrative, wracking your brain-files for memories from 11 months ago, or adding metrics that support your evaluation (c’mon, we’ve all done it), it’s no easy task to compile your best work. But here are five reasons it’s completely worth it.
Back in February, I saw a tweet from a journalist that said, “Props to the three businesses that have NOT pitched me a Super Bowl angle this week.” Tying into a massive current event is a proven way to garner media attention for your business. But when you’re hooking into something as competitive as “the Big Game,” you can often get lost in the shuffle. Big brands spend millions on PR and advertising campaigns focused on one day.
Public relations (PR) is far more than just sending a press release. Communicators skate blurred lines between marketers, advertisers, digital divas, community engagers, reputation managers, publicists, brand advisers, social media strategists, and terms we haven’t created yet. Bottom line: in a fast moving entrepreneurial world, the power of PR has never been more relevant.