The ability to successfully introduce a business’s products, message, and brand is not a new skill for anyone in Public Relations. Still, the exponential increase in the variety of methods, mediums, and results has drastically changed as the digital age progresses.
PR outreach is defined as “the process of reaching out to relevant journalists, influencers, or media outlets with the purpose of introducing your business, building relationships, and increasing brand awareness (mostly through media coverage)” (How to Do PR Outreach). Many companies and individuals make the mistake of assuming that once they have gained any notoriety, they can solely focus on maintaining existing relationships and drop any outreach efforts. However, if they intend to stay relevant and important to their existing relationships and demographic, then efforts to gain connections and representation are necessary. Additionally understanding the importance of outreach, and selecting and utilizing the right methods and mediums is equally important and, unfortunately, complex. This is where utilizing PR can help develop a strong outreach strategy.
A PR outreach strategy is a detailed plan of action that outlines what the business is trying to say, who they want to receive the message, and how they want the message to be displayed. This plan should include utilizing media connections that have been established in the past, while also reaching out to new journalists and influencers to grow a company’s visibility. Additionally, it is important to utilize the multiple mediums that the digital age offers, as this guarantees a wide net of outreach. When putting together a strategy, it is important to remember “you can’t expect to get much coverage if you just pitch your stories to people who don’t know you or your business at all” (How to Do PR Outreach). Meaning that though having a high quantity of posts, news segments, and articles is a valuable aspect of PR outreach, they also have to have quality and be directed to the right people. That being said, it is becoming increasingly important for businesses to remind consumers about the benefits and necessity of disconnecting. It may appear counterintuitive to an outreach plan, but when a consumer feels their health and safety is valued by a business, then that company can build trust and support from its demographic.
As technology continues to advance and more people become involved in the online world, we have come to see the dangers of being absorbed in our devices. Though many businesses profit from the visibility they gain through the exponential increase in online platforms, the company’s gain is not worth the cost to consumers’ well-being. Understanding the importance of building trust with the consumer over profit or notoriety is becoming an essential piece to include in an outreach message, as many people have grown tired of false advertising and misinformation.
If you want to ensure that your business is conducting outreach in a responsible and successful way, then connecting with a PR firm like Sammis|Ochoa is a great place to start!
By Lily Brennan
Sammis|Ochoa is San Antonio’s fastest-growing public relations and digital marketing agency. The firm is headquartered in San Antonio and serves clients in Austin, Houston and San Antonio. Email firstname.lastname@example.org or call 210.390.4284 to amp up your PR game!