Putting “Public” Back in Public Relations

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When your public relations plan is considered, it’s important to recognize different facets of public relations – public speaking, press releases, social media and crisis management, to name a few. However, it is even more crucial to define your “public” before your company tries to relate to them. With your public in mind, your public relations strategy will yield greater results, because they will find the information you provide useful.

To have a complete profile of your public, you simply need to understand the following questions about your target market:

  • Who?:
    Who do you need to be targeting? Decide which demographics your ideal client falls within; if you already have your ideal clients, define their similarities, so you can gain more like them. Below is a list of several qualities to consider (don’t limit yourselves to only these, though):
    –  Age
    –  Gender
    –  Education level
    –  Field/business practice
    –  Cultural/ethnic background
  • What?:
    What are they interested in? What is their story? Given that you now have an idea of what type of business they own and what their background is, brainstorm what items of news likely appeal to them. If I target potential male clients with some form of post-graduate education that own B2B-focused businesses, the following news pieces would likely get their attention:
    –  A LinkedIn post for a business-related skill that can better them
    –  An article in their trade publication about what problem is solved by my company’s new product
    –  A presentation at a Chamber of Commerce on your personal insight into issues that affect the local market
  • When?:
    When do they read the media you are considering (if they read it at all)? Take our client from the previous example – do you think that client would be on Pinterest? Do you also think they will be likely to read something that is posted at midnight, or attend an event later in the evening? Probably not, so tailor when you send the info accordingly.
  • Where?:
    Where are they concentrated in? Suburbia? The big city? If you want to target the well-educated businessman, they could be concentrated in both geographic areas, which means you will need to tailor your message to specific issues affecting them.
  • Why?:
    Why do the do what they do/why are they motivated? Your messages need to tap into these factors. If you’re not apparently trying to help them fulfill their goals more effectively, the value in your PR efforts will be missed. Some  very common motivators are:
    –  Making more money
    –  Helping other people achieve success

Take the time to figure out who your public is and what makes them tick. Pick your media and your messages accordingly to leverage your public relations potential. Contact us if you would like some guidance through the process, or just need someone to implement the message.

You can get in touch through whichever means is best for you – like us on Facebook, follow us on Twitter and follow us on LinkedIn.

Translating Brand Experiences to Trade Shows

While trade shows are a great opportunity to meet other professionals in your field, it can be daunting to think of a great way leave an impression after show-goers leave your booth. Each brand wants to capture their essence and give something memorable. Still, whether you’re doing some last minute planning for OTC, or starting to think of ideas for next year’s trade shows, we have a few solid options that will actually be useful to your booth’s visitors. The best free things are the one’s that we use often – isn’t utility a quality you’d like to be associated with your business?

 

7900-04_LOGOTote Bags

These are always a great option – and the eco-friendly varieties available eliminate some of the waste often associated with freebies.

 

 

 

 

Sunglassesraybans

It’s always impossible to find your nice pair of sunglasses when you actually need them. A pair of sunnies are both economical, relevant and convenient (as no one minds keeping a spare pair of these in their car).

 

 

 

 

ibcGetAttachment-1(Good) Pens

Stick pens are great, but no one is going to go out of their way to keep it around. Want to increase positive feelings about your brand AND generate brand recognition? Give out pens with a nice grip, in an industry-appropriate color, because we always appreciate a trusty pen.

 

 

 

1732Mints

Networking and coffee are not the best mix. Assist networkers by handing out mint tins that they can keep in their pocket or purse. They’ll appreciate the helping hand.

 

 

 

 

 

 

It’s not too late to get products in time for OTC, so contact us if you need price quotes and assistance!

 

Please don’t forget to like us on Facebook, follow us on Twitter and follow us on LinkedIn for more updates on our business and ideas.

 


Founded in 1989 by Linda Freede, areas of expertise provided by LJF Marketing include public relations, graphic design, media planning, web page development, corporate branding, corporate specialty logo products and social media planning and support.

LJF Marketing provides full-service marketing communications support, serving local, national and international clients within a variety of industries. For more information, visit www.ljfmarketing.com or call 281-367-3922.

Ice Cream Social Tips and Tricks

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Does your marketing need a boost? We suggest that you “eat more ice cream.” That is, learn to break up the routine of daily work and meetings to strengthen relationships with your contacts. A prominent example of how we apply the “eat more ice cream” philosophy at LJF Marketing is the way we try to schedule ice cream appointments to keep the mood light, refreshing and interesting, as opposed to the predictable coffee date.

Now, it’s very possible that you might think social media can’t relate to your business. Planning events and meetings is one of the most useful things you can do with it, but don’t take my word for it… click here to learn what’s in it for you when you take advantage of social media’s full potential.

So, how does this relate to social media? Well, Facebook makes it easy to host an event or meeting, big or small. Hosting an event showcasing your business’s personality is the perfect remedy to a drab business day… perhaps you can have an ice cream social of your own with these tips!

First, you need to create an event. Have your info ready for what you would like to name the event, the details of the event, the location and the date and time.

  • On your social media page, go up to the top right corner, to “Edit Page”. On the drop down menu, click “Update Public Info”.
  • Now, notice the sidebar on the left. Click on “Apps”.
  • On the Apps section, you’ll see the “Events” app. Before creating the event, make sure to adjust your visibility settings under “Edit Settings”; if you don’t want the event to be visible on your timeline, this is where you change that setting. After you’re satisfied with the settings, click “Go to App” to set up your event.
  • With your information handy, simply fill in the blanks. Note that all events for your company’s Facebook page will be public, even though you may edit your events settings so that they don’t show up on your timeline.
  • If you’d like, you can choose to allow only administrators to post updates to the event. If the goal is to generate a lot of buzz about it, I do not recommend this setting; if it is a business event, consider this option to avoid spam or unnecessary comments.
  • After you have filled out all the information, click “create”, and your event is born!

To invite people to the event, simply copy the URL of the event’s page, and send to your colleagues via email. This will do two things: show your colleagues the event page so that they can state if they are attending, and encourage people that don’t already like your Facebook page to like it.

If you’ll look up in the right hand corner (after you’ve created the event) you can now edit settings. Here are some functions to take note of.

  • Posts, pictures, or shares – these function similarly to when they are on your general timeline; they show up in the newsfeeds of your attendees. You can share it with other organizations and pages.
  • Event Photo – add either your logo or a photo related to the event.
  • “Repeat event” – This feature makes the Events feature of Facebook a useful scheduling tool. If you have a standing meeting every week, then it will probably save you a lot of pain to use this. It also gives you the opportunity to communicate on a project with an expiration date without creating a group. You can repeat the event by clicking on the settings symbol in the right corner.
  • “Export event” – Useful if you have a calendar linked to your phone, work computer, or home computer.
  • “Promote event” – As a part of Facebook’s advertising features, you can promote your event as an advertisement. This is useful if it’s a public event and you are trying to get as many people in the doors as possible.

We hope this will help you plan your next event easily. When you know how to use the events feature the right way, your Facebook approach is just one less detail to worry about.

Even if you don’t think social media will help your business, contact us to find smart, innovative ideas that are the perfect fit. You can find our information at LJFMarketing.com.