How to increase your conversion rates with Proactive public relations

  Written by Angel Mora

Proactive public relations

It’s June 2020, and with the amount of news, shortages, demands, and priorities orbiting all over the population, companies are struggling like never before to stand out among competitors only to sneak onto the screens of Internet users. However, holding a decent online presence and spotlight is not enough. And it is at this breaking point where marketing efforts start to defuse and Proactive public relations arise.

I’m basing such a statement on the fact that, although branding strategies have always required a collective effort between departments and techniques, the role of PR professionals in the midst of such a decisive moment in our society, requires you as an entrepreneur to operate beyond awareness exercises.

According to a recent study held by USC Annenberg, at least 80% of experts consider that digital storytelling is revolutionizing the Public Relations field.

For this reason, I’m going to dab on how Proactive public relations are employed in today’s virtual environment fr pushing brands’ usefulness and relevance towards 2021.

On that matter, If you’re one of those entrepreneurs who believe positioning strategies should be tied to only one or two digital resources (i.e. Social Media or email marketing), I guarantee this article is going to change your mind and business life forever.

Be viral but only where it matters

As I suggested at the beginning of the article, unlike advertising and several areas of marketing using promotional support – providing a more familiar format for consumers-, an effective PR strategy usually is comprised of 3 key aspects:

  1. Managing authority communication processes between the brand and its target audience.
  2. Addressing influencers and expert figures.
  3. Having an impact on the audience’s habits of consuming.

By adding the “proactive” component, each of these aspects at the same time has to comply with Google’s algorithms  — a task previously attached to marketing practices only—. Otherwise, campaigns and platforms equally run the risk of being buried by endless headlines and competitor’s content.

Nevertheless, It should be noted that having a better sales performance doesn’t equal ignoring the red flags and bombard the audience with ads and plain slogans against their will. Quite the opposite. 

It is completely useless to post 30 articles a day for months without proper targetting. Alternatively, you have to point to a humanized, quality business-to-client connection that would reflect in leads.

99Firms states that 93% of web traffic comes from search engines as part of search engines, with public relations being one of the factors with the highest incidence on it.

Since we are talking about positioning, it becomes clear that the actions you take to publicize your brand go in hand with a previous checklist; therefore, the public relations campaigns are supposed to contribute to those of marketing and advertising as well.

In summon: It’s not about making a few social media posts with purchase tags, uploading a new article on your blog every once in a while, or publishing a press release unrelated to the rest of the strategy. 

But then, what is it about?

The 3 Keys for Proactive public relations strategies

Proactive public relations

For a plan to be cohesive, PR professionals follow a path:

  • Aim: Channeling the conversation between your company and its public in a positive light, building a long-term reputation from which direct income can be obtained.
  • Control: Achieving the expert status for brand spaces and spokespeople, directing users’ current perception to one of transparency and reliability.
  • Vision: Guiding specific actions as well as their following monitoring actions based on the short, medium, and long term; with the purpose of measuring the progress of the resources obtained (tangible sales) and non-quantifiable goals accomplished (generalized narratives).

Your image in the media

If this is going to be your first approach with external media of any kind, it is imperative to count on having quality content in your corporate website – making references to the subjects for which the company is aiming to stand out -. and settle the spreading methods for the content. 

I’ll explain further.

Use content to counter the demands and doubts of potential clients. Engagement is not a one-way road after all. How do you do it? By performing a keyword analysis. You can even use our Keyword Suggestion tool for this task.

Afterward, distribute the key terms in several informative articles and tutorials in long formats. Yes, short articles are easier to make but long-form content is way better for SEO.

Advanced Web Ranking states that the top positions in Google, a product of SEO strategies and keyword curation, obtain a margin greater than 30% click-through rate (CTR).

Have you ever read a Forbes, Huffington Post, or Buzzfeed article? Then you probably noticed how most of them mirror this primary rule. Why? Because it just works! Google’s algorithms make an assessment of the content that really offers value to the common user. If you build a content table with similar characteristics, I assure you that your website will get more impressions, links, and clout all over the networks.

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Designing a PR plan

Proactive public relations

Of course, no one will be able to adhere to the above keys and begin the tasks of reputation and digital positioning without having a clear focus.  Goals, as small or big as they can get, depend on the nature of the offer, its main needs, and the number of people working on the project. In such a way, the bases to cover are:

  • Choosing a message: Your company’s image gets transmitted through a message, the tone, and format -which may vary as long as it represents the idea behind the product or service. 

A basic case is McDonald’s’ “I’m lovin ’it” narrative and all the alterations they have made over the years revolving around that concept.

  • Plotting aspirations: Your strategy can respond to specific intentions (getting 100.000 subscribers in a month, raising your current sales by 4%, finding allies in the industry, etc) or broadcast an online discourse.
  • Designating distribution channels: The message will be received differently depending on the platform chosen, therefore you can create a range of options and alternate them for adding more buzz.
  • Placing the spokespersons: As I mentioned earlier, your target audience should be able to recognize a brand representative and official “voice”  — or be led to do so.
  • Recruiting a tactical team: As occurs within PR agencies all over the world  — I’m taking Media Coverage as the main example  — a public relations plan can be branched in many areas attended by specialized personnel working on individual tasks inside the plan. That methodology helps the info exchange being more reliable.

Regarding this last point, keep in mind that if yours is a one-person company or a purely digital startup with few collaborators, feel free to adjust your approaches and work based on your own capabilities. 

The press release as a fundamentaal tool

Needless to say, conventional public relations and press releases are closely raelated, as the last ones are announcements about the internal operation or important events around your company, specially made for the press.

To be able to use these texts in your Proactive public relations strategy, add a twist to the popular writing methodologies and formats involving marketing aspects, without falling into the territory of obvious “self-promotion”.

For example, start studying the tone and content of the medium you want your company to get featured in, and mirror a language that is pleasant and interesting for the owners; also testing with different message emitters. 

If you’re interested in learning how to write a press release and get published in media outlets, take a look at our article “Mastering how to write a press release and obtain the media coverage you need this 2020”. There, I delve deeper into the subject and give concrete formulas alongside examples.

Your PR team

Needless to say, conventional public relations and press releases are closely raelated, as the last ones are announcements about the internal operation or important events around your company, specially made for the press.

To be able to use these texts in your Proactive public relations strategy, add a twist to the popular writing methodologies and formats involving marketing aspects, without falling into the territory of obvious “self-promotion”.

For example, start studying the tone and content of the medium you want your company to get featured in, and mirror a language that is pleasant and interesting for the owners; also testing with different message emitters. 

If you’re interested in learning how to write a press release and get published in media outlets, take a look at our article “Mastering how to write a press release and obtain the media coverage you need this 2020”. There, I delve deeper into the subject and give concrete formulas alongside examples.

Ups and downs of Public Relations

As expected to be a strategy that requires constant attention, Proactive public relations display a considerable number of advantages over the conventional take from past years. We can summarize these as follows:

  • They enable small entrepreneurs to be recognized by a wide audience: Internet users directly represent your potential buyers. Therefore, if a section of them echo your offer through communications and informative content, it is a guarantee that they will stay with a good concept of your brand.
  • Boost your backlink tactics: Let’s remember that your own content has limited potential in terms of penetrating the target audience from Google searches. On the other hand, the moment you or your company receive a mention in an informative or opinion portal, it will be easier to be linked to a series of keywords and search terms. Consequently, your web ecosystem will gain momentum.

But there are also possible scenarios to avoid, otherwise, they can create counterproductive effects for your online presence, such as the result-resource relationship.

Yes, I emphasize that it is perfectly possible to learn the art of Proactive public relations on your own and achieve resounding success as long as you have the necessary disposition and time. However, the 2020 business activity scenario suggests that the path will be uphill. Fortunately, there are ways to counter these adverse elements.

To start, get to know where your target audience is and explore new spaces. Besides, it is always good to examine the benefits of your product from different angles and have different ideas to spread the information about it. This will save you from a long list of fixed costs in the long term, all while providing a wider vision of the return on investment.

Conclusion

With the current management of networks and media needs, it is not necessary to count on large machinery for understanding and working on Proactive public relations; as a vital resource for the survival of your company and the fulfillment of objectives.

If after applying each of our recommendations you still have some doubts about how to correctly identify the most complex tools as well as the positioning opportunities, take a look at the rest of our content or check our pricing section.

In it, we show you the different media plans that we currently offer to clients who want to optimize the performance and effort of their positioning tactics hand in hand with our group of experts.

Don’t forget to let us know your opinion about this article in the comments section and also gives us some subjections on what other topics we can touch on.