If you are planning to launch a new product or business, you need an effective public relations strategy to tell the world about your endeavor. You have more choices nowadays than ever before when it comes to choosing powerful PR tactics. You can use both traditional offline PR methods as well as online marketing. Let’s look at some of the best ways to leverage PR to make sure that your next product or idea is a success.
There are certain basic PR tactics that should be done as a matter of course, when you are releasing a new product, starting a business or want to tell the public about any new business related development. Press releases are probably the best known PR technique of all. Press releases were done long before the days of the internet, though now they are mostly handled online. It’s important to create thorough, professionally designed press releases that conform to industry format. For example, always include details such as dates, locations and contact information.
When it comes to giveaways, you can distribute coupons or promo codes online. You can also have physical coupons that are sent out in the mail, included in print ads or posted on bulletin boards.In the case of online products or services, you can give away free trials. In the case of a digital book, you can make the first chapter available for free. With any type of membership, whether online or offline, you can give away free trial memberships. Fitness centers commonly use this tactic, letting people use the facility for a week to entice them into signing up.
It’s often possible for new or smaller businesses to partner with more established companies to gain publicity for a new product. This has to be approached in the right way, as both businesses must have a clear way to benefit. This works best when you have something that complements what the other business sells without being competitive.
For example, if you offer SEO services, you may want to team up with a web design firm. This is a situation where the company that builds websites might include your services as part of a package deal, which benefits both of you. Or if you make some type of diet product or nutritional supplement, you could partner with someone who specializes in exercise or fitness programs.
When thinking about PR strategies, you should not overlook the value of doing live, offline events. This is natural for brick and mortar businesses, but it can be used for any type of business. Live events can include many different possibilities, from the conventional to more outrageous guerrilla marketing tactics or Stunts.
- Trade Shows -Having a booth at a trade show is a good way to network in person and let people know about your new product or business.
- Charity Events -You can sponsor local charity events such as concerts or sporting events. You can organize the event yourself or be one of the sponsors.
- Publicity Stunts -These can involve hiring actors to dress up in costume, in public to help show off your product. Other tactics include flash mobs, placing graffiti on walls, or more extreme stunts such as having someone climb a building wall or parachute off a roof. These guerrilla marketing type actions aren’t for everyone, and they carry a certain risk. They can, however, be good for drumming up publicity.
Video marketing can be an effective part of any public relations campaign. Videos can be done in any number of ways, from you appearing in the video yourself, hiring actors or creating slideshow type presentations. More outrageous guerrilla marketing type events should, of course, also be filmed. Videos can be distributed across social media as well as on your own business blog or website. Videos help give your marketing more legs, and help give a further reach when your brand can pitch the video after the initial story has died down.
Use Public Relations Creatively
Public relations can help you successfully launch a new product or business. You have to find the approach that’s best for your particular project. When thinking about how to approach PR, it’s best to include as many diverse techniques as possible. Rather than thinking about doing A, B or C – think of doing A, B and C. That’s the best way to maximize the influence of your PR campaign.