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.