Plenty of the PR work that is done is aimed towards acquiring media coverage mostly for the sake of it, not necessarily to help achieve growth. But a different approach to PR, one that works to help startups and other business get the growth they want, is called PR for Growth. It focuses on the idea that growth can be achieved when startups or businesses are noticed by the right people.
This kind of PR still needs to engage in the typical PR activities to aid legitimacy and brand awareness in the eyes of possible clients and investors. The good thing is that you will be able to keep track on all those activities to see how they are impacting your brand. This is done by measuring every click, backlink, mention, and social share.
What Your Client Can Gain from PR for Growth
- Credibility: it will be established by a well-designed website, impressive social media accounts, and getting media on well-know and well-respected platforms in your client’s industry.
- Social Proof: you should build a narrative in the media based on evidence of your client’s expertise.
- Awareness: your client’s brand needs to catch people’s attention, so you’ll have to build a good narrative to educate consumers on the work they do.
- Organic Search Rankings: it takes the SEO into consideration, so you’ll need to work towards getting quality backlinks to improve your client’s search rankings.
Key Elements for a Good PR for Growth Strategy
The first step, and probably the most important one, is to know the business goals your client has for the next 6 to 12 months and what steps you should be taking. Once that is done, you need to develop a narrative on how your client will revolutionize your industry? Here are a few ways on how to do that:
- Your client has to be different and stand out: identify what their emotional investment and personal connection is to their brand.
- Your client needs a fascinating backstory: remark the incredible experiences that led them to creating that brand.
- Your client needs to have a deep and personal connection: explain the emotional connection that led the founders to do what they do.
- Your client should have experience: it is important to show the kind of experience they have in their industry.
After establishing that narrative, you should work towards gaining earned media. What is this? The editorially-placed media that a company–in this case, your client’s business–receives in a third-party media, platform, or event. To achieve this, you should know exactly how to pitch their brand, so make sure you have a clear idea of their business goals, a well-crafted narrative, and expert knowledge. This will allow your client to build media relationships that will gain them credibility, awareness, social proof, and the quality backlinks they need to show up on the first page of Google search.
Another key element in your PR for growth strategy is to find the appropriate hooks to pitch your client. They need to bring a fresh perspective that will make them stand out by offering something innovative. As well as new insight on an established topic. They have to challenge the orthodoxy by upending conversational wisdom and break new ground with a subject matter that hasn’t been previously discussed.
Two Steps to Plan Your Strategy
- Budgeting: come up with a budget that involves your time and the resources that you have. You need to be planning the amount and the type of campaigns that you have the resources to deliver on a monthly basis. This will help you have a better understanding of the goals you need to reach.
- Mapping out a plan: know the number and the types of campaigns you will be working on. In your plan, always remember to include the important releases you have, the announcements, and the milestones. But don’t forget to add any major holidays, such as Thanksgiving or Christmas, and how they will interfere with your strategy or how they could benefit your client.
Having a plan is very important for any sort of PR, but when you are doing PR for growth, it is necessary to have a set strategy that will help your client reach their personal and financial goals. You want to be able to guarantee the media coverage you will help them obtain is the right one for their brand and will portray them in a positive light. If you construct a good narrative and know how to pitch it, your strategy will definitely help your client growth.