How A Great PR Strategy Can Grow Your Business

In today’s world of rapid technological advancement and globalized commerce, startups and Fortune 500 companies alike are searching for new ways to build their business, gain visibility, and stand out amongst the competition.

 

When it comes to building and communicating the credibility of your service or product to the world, PR is, hands down, the best strategy and can be one of the most cost-effective ways to raise brand awareness and increase sales.

 

Sharing your entrepreneurial story in national business publications, getting product placements in popular magazines, participating in expert interviews on industry topics, and earning positive social media “shout outs” from influencers have the power to significantly impact your business and your brand.

 

Here’s how a strategic, well-thought-out, and well-executed PR campaign can help your business grow:

 

Increase brand awareness.

One of the biggest and most obvious benefits of PR is that it can gain exposure for your brand. A great PR strategy will include securing media stories about your company and its products or services. This can be much more effective than traditional brand-building techniques like paid advertising because people don’t relate to advertisements – they consume them. Storytelling is the way people attach meaning to products and services, and it’s the reason they want to belong to a brand.

 

For example, a potential customer is more likely to feel a connection to your business when reading a feature story about your company in a reputable, national publication like the Wall Street Journal or Inc. Magazine, than glancing at a banner ad at the top of the web page.

 

Improve SEO.

Another great benefit of a strategic PR campaign is that it will improve your online presence. Media stories about your business in national, local, and industry-specific digital publications will improve your company’s search engine optimization (SEO). But a great PR team doesn’t rely solely on articles written by reporters. PR professionals can create their own content that can be pitched to and placed in publications.

 

For example, byline articles or op-eds on topics relevant to your target audience, case studies highlighting your own clients’ success using your services or products, and optimized blog posts for your own website can help you move to the top of the search results page, increasing your online presence and building your credibility.

 

Build credibility.

Whether you’re looking to gain new customers, find new investors, or maybe even get noticed by larger companies for a potential buyout, credibility is a must. Similar to how a great feature in a top publication can help build brand awareness, it can also build your credibility. A positive endorsement from a third party generates much more credibility than advertising.

 

Create a press page on your company’s website to showcase all of the great press your PR team has secured for your company. It’s also important to proactively share media coverage across your social channels and in your email marketing content.

 

Generate new clients and new business.

The main goal for most companies is to increase sales and generate new business, and if a PR team’s campaign is strategic, it can do just that. Media outreach should be targeted to a specific target audience.

 

For companies selling a consumer product, securing coverage in top consumer magazines and national morning TV shows, as well as working with social media influencers and bloggers may be the best approach to take. But, if you’re selling a B2B service, then coverage in industry trade publications, as well as national business outlets, may impact your business more than a segment on the ‘Today Show.’

 

To measure PR efforts, your team should have access to a variety measurement tools such as Google Analytics and social media metrics through platforms like Sprout Social or Hootsuite. This allows your team to see what types of media hits result in increased website and social media traffic. A great PR agency will also invest in their own PR analytics software tool and can track KPIs such as total media mentions, share of voice among competitors, engagement, sentiment, and social media amplification.

 

Recruit top talent.

Last, but certainly not least, a great PR campaign has the ability to attract top talent to your company. Stories on company growth and innovation, as well as your culture and philanthropic initiatives help to position your company as a desirable place to work. Touting award recognitions for your business and announcing new hires and promotions are also great ways to solidify your organization as a top workplace in your area or industry.

 

Securing media hits and increasing your online presence is important but is not always the end goal. At Dittoe Public Relations, we recognize and understand the value of translating those PR efforts into real business success for our clients.

 

We are not simply media relations specialists. We are business consultants. We pride ourselves on becoming immersed within our clients’ businesses and industries and thrive on helping them grow through our strategic PR campaigns.

 

Ready for us to put together a custom strategy for you? If so, contact Lauryn Gray at lauryn@dittoepr.com.

Dittoe PR Scores a Hole-in-One with Carry The Game

Announcing a brand-new initiative at an industry’s largest trade show is no small feat, but Dittoe PR is always up to the challenge.

 

The Western Golf Association (WGA), a long-time client of Dittoe PR, knew they wanted to make a splash in the industry when they announced their newest venture, Carry the Game. It’s an initiative that aims to change the face of youth caddying in the U.S. and would take golfers, clubs, and organizations across the industry coming together to make this initiative a success.

 

The best time to announce a new industry-wide initiative is when everyone in the industry is together, right? That’s why the WGA set their sights on announcing Carry the Game at the PGA Merchandise Show, hosted Jan. 23–26, 2018, in Orlando. The PGA Merchandise Show is the golf industry’s leading trade-only event. PGA and golf industry professionals gather together to discover the latest trends in golf equipment, technology, apparel, and accessories, as well as to learn about what’s happening in the golf industry.

 

Enter Dittoe PR.

 

With brand new, never-before-seen initiatives such as Carry the Game, it’s important to begin by establishing a knowledge base, or making sure your audience in informed. Dittoe PR started by drafting a press release, FAQ, and fact sheet to share with reporters, acting as a one-stop-shop of information for anyone who needs it. We bundled all this information into comprehensive media kits and included photos of the student caddies for reference.

 

Facts in hand, it was time for our team to pull from our past golf industry experience to secure media interest.

 

If you’re new to media relations, you may be surprised by just how many news outlets and blogs there are for various industries. There are dozens, if not hundreds, of golf magazines, blogs, radio shows, and podcasts. The major outlets such as Golf Digest and The Golf Channel may dominate the airwaves, but local golf associations have their own publications, and just about anyone who loves golf wants to talk about it. Dittoe PR researched and reached out to them all, with one caveat: No one could share information about Carry the Game until the first day of the PGA Merchandise Show.

 

Dittoe secured 17 on-site interviews for three WGA staff members who appeared on TV shows, on podcasts, in magazines, and in blogs. A Dittoe PR team member traveled to Orlando with the WGA team to assist on-site by coordinating meeting times, supplying the ever-important media kit, and ensuring both reporters and the WGA had everything they needed.

 

Not long after the PGA Merchandise Show, the coverage began pouring in!

 

 

In total, our outreach also garnered media interest from an additional 30 outlets, including Golfweek, Golf Digest, Golf Talk America, and the Daily Herald. Interviews with the WGA occurred well into March.

 

At the conclusion of Dittoe PR’s partnership in announcing Carry the Game, the WGA saw 63 secured stories, over 95 million media impressions, and an estimated ad value of over $800,000.

 

Interested in earning media attention for your next big announcement? Request a consultation with us today!

Securing Media Coverage For Your Next Big Event

Founded in 2011, Fishers Imports is ushering in a new generation of luxury car sales by pairing one-on-one customer service with the convenience of online shopping to streamline the process of finding buyers the perfect vehicle.

 

In December of last year, Fishers Imports owner and co-founder Peyman Rashid connected with Indiana Pacers player Victor Oladipo and helped him find the perfect luxury vehicle as a gift for his mother. Impressed by the quality of service and unique sales model at Fishers Imports, Victor entered into an official partnership with the pre-owned luxury auto dealership to further promote their services and give back to the local community.

 

 

In celebration of its official partnership with Oladipo, and following his recent NBA All-Star victory, Fishers Imports hosted a fan engagement event at its headquarters for Indianapolis-area youth basketball leagues, inviting them to participate in a Q&A with Oladipo, to discuss his love of the game.

 

In support of the event, Dittoe PR secured media placements on WRTV-TV (ABC), WXIN-TV (FOX59), and WISH-TV (CW). Coverage following the event was also included in The Indianapolis Star, and on social media by the Indianapolis Recorder, Fishers Magazine and more. In just a few hours, placements totaled more than 515,000 media impressions and more than $33,000 in publicity value.

 

 

With more than 150 guests in attendance, the evening was a success for all involved. In addition to the Q&A session with local youth, Victor also took photos and signed autographs, inspiring them to work hard and achieve success in whatever they’re passionate about.

 

Have an event coming up? If so, let’s discuss how we can be of service to you. Request a consultation with us today!

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