If you have made the smart choice to consider PR for your brand, getting to know the media and digital landscape and starting to build relationships with journalists and social media leaders is a great place to start.
If you work with a PR agency or contractor, they should already have this knowledge and these relationships. That said, you being aware and connected can only support future PR efforts.
Here are the top four ways to start:
Consume News - Watch the morning, evening, and weekend TV news, tune into talk radio, such as CKNW, CBC, and News 1130 in Vancouver, and read your local community publications and larger newspapers--whether online or in print. This provides you with an idea of what media consider news, and how it is covered for various communities and sectors. You will notice that the news is timely, newsworthy, and involves different elements, depending on the news format. TV requires strong visual elements, radio news includes a strong spokesperson who can break down the story/angle for audiences, etc. Make news consumption a thoughtful habit!
Follow Select Social Media Influencers And Engage - Choose a social media platform, such as Instagram, and follow the kinds of social media influencers/content creators that fit your brand's product or service. Have a look at their content, like and comment in natural and authentic ways, and get a feel for the space and digital leaders. How do you find these contacts when Instagram is filled with content? Here are two tips: find a strong PR contractor or agency, (my business Instagram handle is @ThextonPublicRelations), and see who they are following. They will often be following local leading social media leaders/influencers. Another option is to search online related to top influencers in your desired region and specialty space. Search terms may include: "Top health influencers in Vancouver" or "Top lifestyle influencers in Calgary".
Think About How Your Brand May Fit - PR professionals will support you with this, but before engaging one, it's a great idea to consider what you are seeing in the news and on social media and start considering how your brand's stories, services, news, and products may add value. Be careful that your primary consideration is about your brand and team adding value instead of you broadcasting about your brand. The latter is more appropriate for paid placements, such as advertising or sponsored content. Do you have a story about how your business has overcome a current challenge the news is reporting on? Does your nonprofit organization align nicely with a social media influencer's passion and content? Those are the kinds of questions you may ask yourself.
Find The Right PR Professional To Support Your Brand - Unless you do a great deal of professional development related to PR, you will need a PR professional to support your efforts for at least six months, to get you started, and longer and consistently if you are a larger brand/company/organization. Source recommendations from others who have engaged PR support, find PR pros who have strong relationships and experience within your specialty areas, and ask lots of questions. I will do another article on questions to ask a potential PR partner. There are many options in the PR industry, but the scope of work, the industry you work in, and the goals that you have identified for your brand's PR will help you to find the right partner.
I hope this is helpful. Please connect with me anytime with PR-related questions. If I am not the professional for you, I will do my best to point you in the right direction.
Originally published on LinkedIn.