Business is all about making connections and receiving recognition, be that on- or offline. The more people that are aware of your offering, the more connections you can make which can help take your business to the next level or secure that next big client win. Given this, it is critical to have a raising awareness strategy as a key part of your business plan.
To effectively raise the profile of any business, it’s vital to establish an ongoing press office flexible enough to handle both reactive and proactive media opportunities. This is the external face of your business and is crucial to raising the public awareness of it, be that in traditional print media or through digital channels.
When raising awareness of your business, it’s crucial to recognise that a one-size-fits-all approach doesn’t work in today’s media landscape. A consistent media campaign needs to be crafted with the individual business’s goals front of mind.
Furthermore, the media has moved on from the days of traditional print titles and even their online sister publications. The PR industry is constantly and nimbly adapting to new technologies and below are just some of the tools and techniques that we use to raise awareness:
- Press releases
- Vertical and trade press
- Commentary and opinion
- Media relations
- Social channels including Twitter, LinkedIn, Facebook and Google+
- Website creation and SEO optimisation
- Case studies
- Research reports
- Public speaking
- Experiential marketing
As you can see, there are a number of ways businesses can harness the media to get their message out and build a profile. Regardless of the approach taken, it’s crucial to engage with audiences through the correct channel, which may require flexibility along the way.
Audiences can nowadays choose to digest information in a multitude of ways – in print and online, through news websites and a variety of social media channels – and this fragmentation should always be catered for when raising awareness. For example, if you know one of your top prospects is an avid reader of a certain magazine, use targeted PR to get content in the publication and share your point of view on current trends or industry developments.
Throw into the mix social channels and there is a seemingly confusing web of media networks that can often appear overwhelming to businesses intent on raising their profile.
However, this is an opportunity not a burden for business. By aligning social and digital channels with traditional channels, a business will be recognised as one brand that’s easy for people to identify with, and trust.