The evolution of public relations is real. Emerging technologies, audience expectations and our changing media landscape have all joined forces to upend PR as we knew it.
It’s for the best. Too many practitioners think of media clips, press releases and awards as public relations’ full extent. We know our sphere of influence is much broader.
Public relations is all about shaping how our audiences perceive us, and it’s those massively impactful shifts in perception that define our success. While it rarely happens overnight, by adopting Arketi’s five principles for B2B public relations, you, too, can realize the full potential of your program.
When you think of a thought leader, who comes to mind? An industry expert? A futurist or technologist? Someone in academics or research? A social media influencer?
Thought leadership is shared in a variety of ways. What remains consistent, however, is the value provided. A successful thought leader offers authentic knowledge and insights to build trust with audiences.
Effective B2B thought leadership programs are not defined by a consistent blog schedule or social media calendar. While those are useful channels, thought leadership also requires:
Public relations has a bad habit, and no, it’s not sending journalists overwritten pitches or using too many superlatives in press releases. Though some journalists probably disagree.
The bad habit is missing out on the full value of our PR efforts and investments. Media coverage, awards, case studies, speaking engagements and everything in between can all be used beyond what’s expected.
Think about it this way…
Much like thought leaders, influencers present themselves in many forms. And, while today’s influencers are typically thought of as social media stars, it is not an exclusive club.
Incorporate influencers into your B2B public relations by:
There’s a hero at the center of every story: someone who climbs the mountain, faces insurmountable challenges and defeats the evil dragon all to build a better, safer world.
The same is true in public relations, except, rarely are you the hero of your own tale. Instead, it’s customers and users who take up that role.
Audiences want to know how you helped others overcome the same challenges they face. They are looking for a trusted guide, one with the wisdom and experience to steer them in the right direction. Use public relations as a tool to share your customers’ stories and see for yourself how much it drives engagement.
Measurements abound in public relations. Ad value equivalency, share of voice, media impressions, audience reach, the list goes on. But do these metrics truly demonstrate the value of public relations?
The answer is… complicated, and that’s why PR remains one of the most challenging practices to track and measure.
Consider that one multi-million-dollar client you acquired after they saw your company featured in an industry publication. Who gets the credit? The article or the sales team’s follow-up? Do you measure the value of the article or the deal? These are difficult questions to answer.
Instead of boiling the ocean with every metric possible, we recommend:
The ‘death’ of public relations has been greatly exaggerated. Rather, our sphere of influence has grown. Audiences have more freedom and choice than ever, and the same goes for how we approach engaging them.
In fact, public relations and communications practitioners have more tools at their disposal than ever before – the challenge is identifying and tracking which have the most impact on your audience.
By incorporating these five principles into your own approach, well, that’s how you make the most of your public relations.
Need help building a public relations program that resonates with your audience? Let’s talk. Reach out to Mike Neumeier at 404.451.7832 or firstname.lastname@example.org.
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