New rules for PR in 2010 - 4 do’s and don’ts for your business
Over two thirds of the 831 respondents in a recent survey by VerticalResponse, Inc say they plan on increasing their use of PR and social media in 2010.
Furthermore, the respondents (all small businesses with under 500 employees) ranked public relations as one of the most important tools they’ll need to succeed in 2010.
However, you may have noticed that the world of public relations is changing rapidly. The results are in and there are things that don’t work as well anymore, as well as some things to really focus on in your next publicity campaign. Here are four PR do’s and don’ts in 2010:
1. Don’t focus so much on media relations. Getting mentioned in the paper is not what it used to be. Think about it. When’s the last time you read the paper? When’s the last time you actually watched the 5 o’clock news?
2. Do focus on social media relations. Numerous studies have shown that people trust people they know over people on TV. Use social media tools more often to send your information to friends and family and get them to send your information on to their friends and family. You’ll need to come up with a clever campaign strategy for this. Think in terms of what motivates people to share.
3. Don’t worry so much about impressions. Impressions are measured by how many people view your blog, press release or online article. It’s important to have those numbers, yes, but it doesn’t necessarily spur anyone to action. What you want to look for is engagement. How many people are sharing what you wrote or what was written about you? How many people are starting to say they’ve heard about you or that they really like your shop, your cause, whatever so much they are telling all their friends about it? How many people are acting on the information they now have about you? It’s tricky to get that going without awareness of who you are so you do want to measure impressions, but a clever campaign can really spur them into doing something beyond just looking at who you are.
4. Do use the new model of measurement:
Exposure => Engagement => Influence => Action
Now get out there and get creative with your next PR punch. I’m looking forward to seeing your efforts in 2010.
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