When entrepreneurs craft their initial marketing strategies, Public Relations (PR) is often overlooked in favour of more tangible tactics with very clear ROI.

However, the benefits of successfully incorporating PR early on can’t be overstated, especially as your business grows, needs to expand its reach and build trust.

PR is a strategic communication process that organisations and individuals use to create a favourable public perception and generate goodwill. Effective PR helps build trust, credibility, and a positive public image, which, in turn, can contribute to the success and sustainability of a business.

Let's delve into the five key steps for businesses looking to master the art of DIY PR.

1. Define Your Narrative

The first critical step in initiating a successful PR strategy is defining the narrative you want your business to convey. Precision is key here. Create key messages that align seamlessly with your company's vision, core offerings, problem-solving capabilities, unique features, and advantages.

Answering these questions will help you determine your messaging:

• What’s the vision for the company?

• What’s the core of your offering and how do you help people/businesses?

• What’s the problem you are solving?

• What are the key features, advantages and most importantly, the benefits of your offering?

• How does your company compare to what’s already on the market?

• Why should you be taken seriously?

These messages should act as a beacon guiding all your communication efforts. Bolster them with tangible proof points, ensuring a consistent and cohesive story that resonates across all your public-facing content.

 2. Identify Relevant Topics

PR is distinguished from other marketing activities by venturing beyond the promotion of your products or services.

Instead, focus on the problems your business solves and the issues your target audience genuinely cares about. Conduct an in-depth analysis of social media platforms and popular press topics to identify prevalent themes. This will enable you to contribute value by offering unique perspectives and insights that align with your brand ethos.

 3. Engage Audiences and Make a Lasting Impact

Constructing clear and concise talking points is paramount to effectively engaging with your audience. Develop opinions and insights that resonate with your brand identity, ensuring authenticity in your messaging, and before taking the leap and putting yourself forward for interviews, actively engage in conversations on social media, respond to comments, and participate in relevant discussions.

This not only allows you to test and fine-tune your messaging but also positions you as an active participant in industry conversations.

4. Capture the Attention of Journalists and Influencers

Securing placement on public platforms can be one of the most challenging aspects of DIY PR.

However, investing time in building relationships will pay off over the long run. Initiate contact with individuals who are most likely to have an interest in your business—starting with those who have a smaller, more niche audience.

Craft concise emails or direct messages that clearly articulate why your insights are relevant to them, highlighting what sets you apart from other commentators in your industry.

Flexibility is key; prioritise PR opportunities, and be a reliable spokesperson. The more accessible and easy to work with you are, the more likely you are to be called upon again.

5. Amplify Your Presence Across Platforms

Maximise every PR opportunity by ensuring that your appearances on external channels are also highlighted across your owned media channels. Whether you're featured on a podcast, quoted in an article, or mentioned in a social media post, make sure to share it across all your social media platforms. Third-party endorsements from respected channels serve as priceless promotions for your business, enhancing credibility and expanding your reach.

This will also be appreciated by the platform who have featured you - they will also be looking to extend their reach, and being active in engaging with and sharing their content fosters goodwill.

Final thoughts

Venturing into DIY PR can present initial challenges, with pitches possibly being ignored or turned down. However, the long-term benefits far outweigh the initial setbacks. The investment needed is time, rather than cash, and if you can put in the time and effort in the early stages, PR will yield opportunities that money simply can't buy.

Start your PR journey early, be prepared for occasional rejection, and celebrate each 'yes' as a stepping stone towards building sustained momentum in the competitive PR landscape.

GUEST BLOGGER AUTHOR:

LOUISE AHUJA