5 Public Relation Strategies To Adopt In 2021

2021 has finally arrived. As most anticipate a better year in both health and in business, marketers will continue to face new challenges brought about by the pandemic.

A number of trends brought about by the coronavirus will most certainly continue onward well into the middle half of the year, if not beyond. Public relations professionals will have to maintain flexibility and adjust accordingly to help their employer, or their clients, reach their objectives.

What Is Public Relations (PR)?

The definition of public relation is the practice of deliberately managing the release and spread of information between an individual or an organization and the public in order to affect the public perception.

Ok, in simpler terms

“A public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices.”

The Princeton Review

The Role Of Public Relations Officers And 5 Strategies For The New Year

5 Public Relation Strategies To Adopt In 2021

Here are five public relation strategies to contemplate as you create your public relations game plan for the new year.

1. Build Strong Relationships With Key Writers And Editors

Most experienced public relations professionals understand the value of maintaining solid relationships with key reporters who cover their or their client’s industry.

Those relationships will have an even higher value as print publications, TV, and radio stations continue to scale back their staff due to the decline in ad spending.

Reporters and editors remain hard-pressed to do more with less and yet still put out a quality product in a timely manner.

Establishing a strong relationship with a reporter can set you up as a solid resource, able to deliver valuable ideas and news items the writer can use to shape or enhance their stories. This high level of trust is now more important than ever and can result in multiple articles and opportunities that benefit both your client and yourself for the long-term.

2. Focus On Clicks And Hits

Media outlets are busily building digital audiences to grab their piece of the shrinking ad revenue pie. Reporters too are tasked to develop news items that can be optimized online and read by thousands.

The goal is to not only get those stories placed on the publication’s site but also recirculated on social media to increase overall readership.

PR pros should create and pitch stories in a manner reflective of that objective. Turning a run-of-the-mill news release into something with more meat and excitement will help to not only get the story published but get it optimized on social media for greater reach and market penetration.

3. Write For Immediate Impact

Public relations professionals need to pitch their stories where the most interesting aspects are at the top of the page, not buried in the fifth or six-paragraph. As mentioned earlier, reporters are hard-pressed for time and have little wiggle room to spend trying to decipher a confusing news release, especially when there are hundreds of others to sort through.

PR pros should deliver a hard-hitting first paragraph and then provide any support material below. That material should be easy to read and can even be broken out into bullet points to make it easier to digest.

4. Know How To Reach Your Audience Today

Key research about your prospective buyers is paramount to generating top-line results from your PR efforts. Properly targeting those buyers can make or break your campaign.

This is true for any year but especially in the pandemic-driven work-at-home environment.

Are business-to-business buyers still reading industry publications, listening to podcasts, and attending webinars? Can they be reached on social media or is their time focused on other areas?

Determining the best ways to reach them will help you greatly improve results.

5. Think Visually

Since so much of media now rely on photos and videos, PR pros should think about visual elements to go with any story pitch. A short video or a series of interesting photos (if possible) should accompany any news release, whether print or broadcast.

Visuals are ideal for digital and social media and help make your story pitch stand out above the rest. Small photos can even be inserted into the news release to peak the reporter’s interest and enhance coverage opportunities.

Related: What made Apple so popular as it is today?


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Stephen Turner

Stephen Turner is a Principal with Solomon Turner Public Relations, a St. Louis Public Relations firm. Steve works with companies nationwide providing clients with strategic thought leadership, campaign planning, media relations, problem-solving, publicity, social media, and writing. He has worked with clients in architecture, construction, finance, health care, high-tech, professional services, retail, and sports marketing. Steve is a member of the Public Relations Society of America and the Chesterfield, MO Chamber of Commerce. He has served on the Board of Directors of the Arthritis Foundation in Eastern Missouri, the Maryland Heights Chamber of Commerce, the Business Marketing Association of St. Louis, and Yellow-Tie St. Louis. He is a graduate of the University of Missouri-Columbia and its School of Journalism.

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