Beyond PR

Jan 09, 2017

3 PR Moves to Make in 2017


You don’t have to look far to see the added benefits of Public Relations. PR includes the creation and distribution of information, primarily in the form of stories, published or broadcast by mass media such as newspapers, magazines, television, blogs, podcast and radio. Usually, it is effective and leads to greater things for the company, person or nonprofit involved. But before you set your DVR and tweet about your media appearance, here are a few things to consider when planning your 2017 PR Moves:

Step up to the Mic. Here’s where the art of storytelling takes place. No matter who you’re speaking to, your message should captivate the audience and leave them wanting to do business with you or entice them to learn more about what you offer. Don’t be coy or overly talkative; but certainly share your knowledge and allow others to sing your praises.

Tip: Make it less about what your brand does and more about how your brand helps solve a critical program. 

“No” is sometimes good. Clearly this defies everything we know as business owners. But here’s the deal: After working 72 hours straight, you’ve finally crafted the perfect pitch all to hear the reporter say ‘No, thanks this doesn’t fit.’ Instead of getting upset and giving up, think critically about why it might not have been a great fit. Did you send it at a peak busy time for the writer? Did you go slightly off-topic? Were any of the details too vague and deserved elaboration? For example, instead of talking about only computers, tailor your message to a certain focus; best computers for college students, the best value computer for business owners, or whatever the focus of that reporter may be. Own a tutoring service? Discuss how to pick a tutorial service or how kids can retain knowledge during summer vacation.  Think of ways to help your product or service move to the head of the class.

Tip: Reporters, bloggers and influencers are hyper-focused on certain coverage areas, so pay attention to their news stories and commentary in order to get the best grasp on the information they seek. 

Go Live! Thanks to cable, online news, blogs and social media, we live in a 24-hour news cycle. The sounds of dings are common and seeing images are a part of our daily lives.  While it is tempting to share your opinion about everything on the latest platforms like Facebook Live, don’t abuse live functions. As an emerging or seasoned leader in your field, figure out the best times to go live, what content you will share and how often with a strategic mindset. People don’t want information overload and if you overload them – guess what – they will stop tuning in.

As the year progresses you will find your voice and what works best for you. How will you incorporate media into your 2017 PR Plan?

Author Vannessa Wade hails from Houston, TX and operates Connect The Dots PR where she helps clients create shareable stories, build brands and get the most out of social media. She enjoys French Fries, traveling, volunteering and the art of communications and public relations. Her clients have been featured in O Magazine, US News and World Report and Time. 

(Image Credit: Pexels)


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