(DGIwire) — Self-promotion is tricky. We’ve all created an online profile at some point, whether for LinkedIn, Facebook, a website bio or a speaking opportunity. Writing or talking about ourselves without sounding too promotional is harder than it seems. If writing about ourselves in the right tone is difficult, imagine having to create a unified identity for a company to present to the media, investors, customers and the world at large.
Fortunately for business owners, public relations professionals are there to do exactly what their title suggests: relay a company’s message in the best ways possible to various segments of the public. However, when a PR team is found that seems up to the job, they will need guidance on how to proceed. A good public relations campaign is a two-way street and requires commitment, perseverance and collaboration from PR team and company alike.
Dian Griesel, Ph.D., the author of ENGAGE: Smart Ideas to Get More Media Coverage, Build Your Influence, & Grow Your Business, and President of Dian Griesel International, an award-winning media relations and news placement agency based in New York City, knows just how important, time-consuming and beneficial it is to implement a solid PR plan.
“Having faith in oneself and one’s company is the critical first step,” says Dian. “It is impossible to sell anything that no one believes in, so a company’s executives must be willing to stand behind their product or service, no matter what.” Having worked in the industry for more than 25 years, Dian has seen what can make or break a PR plan. She offers this advice and more in her new book:
- Give customers more than they expect. If a company promises more than it can deliver, it is setting itself up for a constant struggle with its consumers’ and investors’ expectations.
- Provide milestones. Work with the PR team to create realistic and achievable milestones. Investors like milestones because it gives them something to look forward to.
- Every new PR strategy should create new customers. The goal of all marketing should be to create a relationship with each customer, not just make a sale. Satisfied customers are repeat buyers or users of whatever is offered.
- Publicity generates more publicity. Just because a company experiences some success in the media doesn’t mean it should rest. In fact, it should capitalize on those moments when it is enjoying media attention and continue the forward momentum.
- Share the news. If a company appears in a story in a prestigious magazine, it should let its investors and other media outlets know. When they see the company has been featured prominently, they might want to cover it as well.
“Public relations is all about telling a company’s story in an interesting and effective way, and making it accessible to a wide audience,” adds Dian. “It’s all about illuminating a business.”