Public Display of Affection, commonly known as PDA, has ventured beyond its conventional personal relationships boundaries, trickling into our workplaces and transforming corporate cultures. Hence, it is crucial to ask, “"Are we adapting our expressions of PDA to this change?"
In the high-stakes arena of corporate communication, standing out from the crowd is no longer just a desirable goal, but a crucial survival strategy. So, here's a quick PDA checklist for your brand to ensure you're hitting all the right notes:
Connecting With Journalists
Navigating the dynamic landscape of corporate communication, it becomes evident that maintaining a strong image in public media channels - those frequented by industry peers and influencers - is of utmost importance. This objective necessitates the cultivation of relationships with journalists, offering them stories about the brand that are not only compelling but also timely.
Read on for a step-by-step guide to connecting and building media relations:
Research and Target:
The roadmap to building such media relations begins with comprehensive research. Identifying journalists who hold influence in a particular industry or niche is essential. The effective use of media databases, social media platforms, and industry-specific publications can aid in curating a list of such journalists. According to a study by Muck Rack, personalized pitches tailored to journalists' interests can increase the likelihood of coverage by up to 20%.
Interact with a Subject Line:
Following research comes the crucial stage of communication initiation. The crafting of the subject line often determines the fate of the email - whether it will be opened or overlooked. Referring to a study by Backlinko, higher open rates have been associated with subject lines that incorporate emotional or power words. Therefore, a standout subject line, replete with relevant keywords and concisely presenting the unique angle of the pitch, is advised.
Personalize Your Pitch:
In the pursuit of effective corporate communication, an essential practice involves tailoring pitches to individual journalists. Addressing journalists by their names and referencing their prior work or recent articles forms a crucial part of the communication. Demonstrating the relevance of the brand's story to their specific beat or audience is paramount. This level of personalization not only proves that thorough homework has been done but also significantly increases the likelihood of piquing their interest. It’s a testament to the respect shown towards their work, and such due diligence can often differentiate between pitches that capture attention and those that don't.
Present a Compelling Story Angle:
Crafting a persuasive narrative around your story, highlighting its unique aspects, news value, and relevance is also imperative. Focus on the "hook" that will grab the journalist's attention and make them want to cover your story. Support your pitch with interesting statistics, research findings, or industry trends to add credibility and relevance.
Keep it Concise and Engaging:
As highlighted by PR Daily, the effectiveness of a pitch often lies in its brevity, with pitches ranging between 200-250 words showing higher efficacy. Given that journalists operate under time constraints, it is advised to keep the pitch precise yet engaging. The pitch should lucidly convey the key points, the benefits, and why it's significant. To enhance readability, the use of bullet points or subheadings to break up the text is also recommended.
Include Supporting Assets:
Enhance the value of your pitch by including supporting assets such as high-resolution images, infographics, or relevant data charts. Visual content not only grabs attention but also provides additional material for journalists to include in their articles. Make sure the assets are easy to download and properly labelled for convenience.
Maintaining a Strong PR Presence through Various Channels
Content Marketing:
Content marketing, for instance, is a potent tool for establishing thought leadership and engaging the audience. This involves creating and distributing valuable content like blog posts, whitepapers, or videos aligned with the brand's messaging and goals.
Social Media Engagement:
Social media engagement, too, plays a crucial role in amplifying PR efforts. It involves sharing news updates, articles, and engaging content to build brand awareness, and foster a connection with journalists and influencers in the industry. The active monitoring of and response to comments, messages, and mentions are essential to nurturing meaningful conversations.
Thought Leadership:
Establishing thought leadership within the organization by positioning key executives or experts as industry leaders can prove exceptionally beneficial for PR. Securing speaking opportunities at industry events, contributing guest articles to reputable publications or hosting webinars and podcasts enhances brand credibility and piques media interest.
Influencer Partnerships:
Influencer partnerships have also emerged as an influential tool in PR efforts. In reference to a study by MuseFind, it's worth noting that consumers trust recommendations from influencers 92% more than traditional advertisements. Therefore, collaborating with influencers whose values align with the brand's and who cater to a similar target audience can significantly elevate a brand's story or product.
A word from SPRD
While this checklist provides a guide for the brand's PR presence in terms of channels and processes, it's worth noting that not every platform may be suitable. The success of a brand's Public Display of Affection hinges on strategic visibility on the right platforms, in the correct manner. Thus, adopting these strategies in a way that aligns with the brand's unique positioning will ensure the brand stands out in a crowded industry.
Psst! This blog was made with 💕, lots of teamwork and edited by a human with some help from Generative AI. We’re not ones to steal credit. #PuttingItOutThere