Competition, tracking and bad connotations: The challenge of PR

By Liz Mortimer
27th May 2020

Competition, tracking and bad connotations: The challenge of PR

Whilst PR is a marketing channel that most businesses want to consider, there are many frustrations that push PR to the bottom of the pile.

We spoke to some of our lovely clients to understand what frustrated them the most about PR. The following four points were raised consistently:

  1. The term PR often has bad associations
  2. Struggle finding the right PR angle to get published at the right time
  3. Lack of tracking particularly for print media
  4. Content often weak within the agricultural industry

It’s important to remember that there are ways that we can mitigate these frustrations and still produce successful PR campaigns. So, let’s go back and look at what we mean by PR and how you can use it.

What is PR?

There are many definitions for PR, but essentially public relations is about reputation. The Charted Institute of Public Relations defines PR as the result of what you do, what you say and what others say about you. This is done by leveraging media channels to promote your business and cultivate a positive public perception.

The word ‘positive’ is highlighted here, because despite the common belief that PR has bad connotations, most PR should be used to translate positive messages into positive stories. When it comes to crisis management, again this is looking to take the negative away.

Whether you’re launching a new business, new product, have raised some money for charity, have new team members joining or won an award – you can use PR to build your brand profile.

Types of PR

When it comes to PR there are many different channels across the wider marketing mix that can be utilised alongside your more traditional print media for example. But there are also different types of PR to consider – these will affect the message you’re wanting to put out there, how you get that message out and what channels you use:

Telling your Story.

In its simplest form, PR is often considered story-telling. Telling your story can be much more compelling than having a list of bullet point key messages and can help you capture a wider audience.

The media receive hundreds and hundreds of press releases every day, ask yourself: Is your news story something new? If not, is it unusual or surprising? If you answer ‘No’ to both of these questions, then your story isn’t likely to be make it in the news.

So, how do you stand out?

What makes news?
  1. Something unexpected
  2. A human-interest topic
  3. Something that people can relate to
  4. Something local, or a local take on a national/global story
  5. A news piece that could raise controversy, you’re not playing it safe
  6. A survey or launch of a research report
  7. Charitable work – this may include the involvement of an influencer
  8. Awards
  9. Relevant and topical statistics
  10. Insightful comment about an issue of the day – it doesn’t always have to be a full story!

Shouting about what you do is so important when it comes to raising your profile and building on your brand awareness. Often, telling people what good you’ve done whether it be on a business or individual level can be difficult – you may be conscious you don’t want to be seen as boasting. But, if you’re not going to shout about yourselves, then who is?

Shouting about Rural Business

This is where we come in.

Here at Hillsgreen, we’re passionate about what we do, and we know our clients. With our expertise and industry knowledge, we’re here to shout about you.

We’re not your standard PR agency. Our Pay-on-Results PR model means if you don’t get the media exposure you don’t pay.

Find out more about this service and download our PDF.


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