Our second guest blog this month comes from our fantastic Coworker and PR Expert Kathryn Dishman-Baird from KD Communications……
Imagine this. Your key stakeholders see your brand out there on a regular basis. They read about you in the press, see you on social media media getting involved in conversations, they read, watch or listen to your content and see you out and about representing your brand networking at events. In other words, you’re a PR machine.
This is the ideal scenario for us all isn’t it? Getting out there and being seen by our ideal clients and customers so we can grow our businesses. It sounds perfect, but in reality when we’re managing our businesses on a day-to-day basis, spending time doing our own PR can be quite a challenge when we have a million and one other things to do.
I completely understand that, but in order to create a buzz around our businesses we need to all become experts at putting ourselves out there and sharing our stories with the world. Here are 5 ways to share your story and become your own PR machine.
# 1: Consistently create your own content:
This is the most important thing you can do. Share your knowledge and expertise through whatever medium is best for you and your target audiences – podcast, video, blog – whatever that may be. Commit to creating content on a schedule that fits in with you and share this commitment with your audience. If you tell your audience that you’re going to write a blog every Tuesday then make sure you turn up every week and do share that. If you commit to sharing a video once a fortnight then schedule time in your diary to make this happen. This will help you be consistent and build a good rapport with your existing audience while attracting new ones.
# 2: Embrace social media
Social media is a HUGELY valuable tool in helping you build your reputation, credibility and most of all – your audience. Create a hashtag or use one already live on social media, have conversations with influencers and your followers, create online ads, tweet target publications and post links to your content. Be as active as you can be and do this on a daily basis. One thing I would recommend is picking the platform(s) where your audiences are most active and focus your efforts on them. Please don’t feel like you have to use every single platform out there. Niche down to one or two channels maximum and really maximise the features on those channels to promote your business.
# 3: Make the most of awareness days
There is an awareness day for almost everything. Pizza, happiness, sadness, chocolate cake, books, plants, health, plants, animals ….you name it, there’s a day for it. Do some research to find out the awareness days throughout the year that are relevant to your industry and consider creative ways to use them to inspire your PR – both online and offline. You could pitch an article or comment to the press, create graphics for your social media channels or make a guest appearance on an the podcast of an influencer to name but a few things.
# 4: Piggyback off industry news
What is happening in your field at the moment? Could this inspire your content? Share this piece of news through your content and add your comments to make it your own. You can offer a fresh angle, give advice to your audience and provide an insight into that particular piece of news. By doing this you’ll position yourself as an expert.
# 5: Repurpose your content
Repurposing your content is a great way to use your time effectively and relay your messages to your audiences. To do this you should look at a piece of content you’ve already published (blog, vlog, podcast, infographic, series of tweets etc) and re-package it into a new piece of content in a different format – video to blog etc. Repurposing your content allows you to reach new audiences, drive more traffic to your website and increase your sales through content.
So there you have it. 5 ways to become your own PR machine. If you want to spread the word about your business then these 5 actions will help you do that in a way that gets your business our there, builds long lasting relationships and converts followers to customers.
Kathryn Dishman-Baird is Founder and Director of KD Communications, a Public Relations, Content Marketing and Social Media consultancy based in Northumberland. She helps businesses like yours to create PR strategies that generate real measurable results.