PR is an essential tool for infrastructure companies to build brand awareness, relationships and a good reputation. It can generate company loyalty, advocacy and eventually lead to sales and new clients. It’s crucial for businesses to formulate a strategic approach; first identifying the key messages, then developing an implementation strategy and tailoring the pitch to key media in order to achieve a successful PR campaign. Having a clear understanding of the broader business strategy and the wider industry will help shape the framework of any campaign.
Press releases are just one component of an effective PR strategy, and it’s critical that they be newsworthy and relevant to achieve coverage. But if you want to actually engage your target market, rather than passively talk to them, your press releases should be integrated into a broader strategy that includes some of the following mediums.
Driving engagement with content marketing
Content marketing provides the target market with something highly relevant and beneficial to them in the form of videos, infographics, or images. The content can also be repurposed for SEO on the company’s website, blog or social media platforms. This approach to PR allows you to become a thought leader in the industry, which is arguably far more valuable than achieving just brand awareness.
More targeted communication through social media
Many B2B companies have yet to fully embrace social media marketing despite the proven success in the category. Traditional campaigns such as telemarketing and direct marketing are still effective, but having a strong presence on Facebook, LinkedIn, Instagram and Twitter (the second most effective B2B social media platform following LinkedIn) can be even more influential. The first step is to tailor the content and allow social media to target your audience, down to the time of day and market segment. This level of communication allows a much stronger bond with the audience and drives more authentic brand engagement and advocacy.
Crisis management through social media
Another reason to amp up your presence on social media is that it can be a powerful tool in crisis management. These platforms allow brands to quickly communicate in a personable way with important stakeholders and a wider audience. It’s also the best way to get information in. Monitoring people’s responses allow you to respond promptly, and this transparency in communication is worth its weight in gold for brand perception. Like with anything online, with the right analytics in place, you can monitor and determine the reach and impact of the crisis to support future mitigation strategies.
Event management post-crisis
An event can be extremely beneficial to reinforce confidence. By inviting clients and industry representatives to engage in a face-to-face gathering where a company is open and accountable, the event can address and allay concern, which if not addressed, could have a catastrophic impact on the business bottom line. “Every organisation is vulnerable to crises, and it’s extremely important beforehand to identify and prepare a spokesperson that will speak on behalf of the company,” says Cathy, Heard Agency’s PR consultant. “It’s vital to nail the positioning and train your spokesperson to clearly and concisely communicate the key messages. Often an event goes a long way to create a positive sentiment, rebuild reputation and regain trust.”
Event management to create awareness
From a full-day seminar with networking opportunities, product launches, workshops to intimate presentations and social events, events can draw in new businesses and drive brand awareness. It allows you to start a “humane” dialogue with your audience. Choosing the right one comes down to your objectives. Strategically promoting it is critical to high attendance of the right kind of people. Heard Agency’s PR team successfully developed the press releases that secured media coverage for QME (Queensland Mining and Engineering Exhibition), including interviews with Channel 7, ABC Tropical North, and Star FM.
PR can be one of the most effective elements in B2B marketing. It is where your audience—new businesses, investors, recruits—gets their information. And in this digital age, PR thrives. It’s no longer just about pitching press releases. From content marketing to social media, the level of digital work carried out by PR agencies is now on an equal level as traditional work, and we can use these tools to drastically build your business profile and drive your bottom line.