Vergelijk cursussen Public Relations
WELKE ROL MOET PUBLIEKE RELATIES SPELEN IN UW MARKETINGMIX?
Als u het moeilijk vindt om te beslissen hoe u public relations-strategieën in uw marketingplan wilt integreren, bent u niet de enige. De lijnen zijn in dit tijdperk van geïntegreerde marketing zo vervaagd dat PR en marketingtactieken elkaar voortdurend kruisen, maar meestal niet van tevoren worden gecoördineerd.
Om deze twee belangrijke functies samen te laten werken, moeten we de best practices halen die worden gebruikt in succesvolle PR-campagnes die doorgaans worden gebruikt om:
- Kondig bedrijfsnieuws aan
- Lancering producten
- Onthul partnerschappen
- Toon maatschappelijk verantwoord ondernemen
Hieronder volgen drie belangrijke gebieden waar best practices op het gebied van PR moeten worden toegediend, zodat u maximale exposure krijgt en het rendement op uw marketinginvesteringen kunt verhogen.
Berichtenontwikkeling
PR wordt gebruikt om kernboodschappen effectief over te brengen aan een divers publiek. Door eerst alle doelgroepen - en hun drijfveren - te identificeren, kunnen berichten vervolgens worden aangepast om met elke partij te resoneren, zodat iedereen de gewenste actie onderneemt.
Probeer deze PR-benadering te gebruiken bij het ontwikkelen van berichten voor uw volgende marketingprogramma. Begin met het identificeren van al uw primaire en secundaire doelgroepen om ervoor te zorgen dat uw boodschap blijft hangen. Pak een whiteboard en maak een lijst. Neem alle verschillende groepen op waaruit uw publiek bestaat, zodat uw berichten aan al hun unieke behoeften voldoen. Hieronder volgen enkele belangrijke groepen om te overwegen:
- Klanten
- Prospects
- Werknemers
- Investeerders
- Partners
- Leveranciers
- Press
- Nieuwsuitzendingen
- Sociale medianetwerken
Contentmarketing
Een fundamenteel principe van PR is het aangaan en onderhouden van relaties. Het hebben van langdurige relaties met branchedeskundigen, verslaggevers, redacteuren, recensenten en bloggers is belangrijk om uw verhalen onder de aandacht te brengen en uw bedrijf relevant te houden.
Overweeg om deze relaties te benutten bij het ontwikkelen van uw contentmarketingstrategie. Hoe kunnen deze beïnvloeders uit de branche u helpen uw inhoud te verspreiden en het bewustzijn te vergroten? Door deze belangrijke contacten te voorzien van uw verhaal (d.w.z. inhoud), krijgt u de mogelijkheid om extra indrukken op te doen en een betere kans dat uw inhoud viraal gaat.
Merk bewustzijn
Een kernfunctie van PR is het snel verspreiden van informatie en het genereren van bekendheid bij een groot publiek. Het zien van een bedrijfsnaam die via een vertrouwde nieuwsbron wordt gepubliceerd, impliceert validatie en geeft de indruk dat het merk geloofwaardig en betrouwbaar is.
Pas deze PR-tactiek van het verkrijgen van bekendheid en validatie door middel van mediahits toe op uw advertentiestrategie. Welke nieuwsuitzendingen, handelsevenementen, branchepublicaties en online bronnen bezoeken of bezoeken uw potentiële klanten en klanten? Om waardevolle indrukken te krijgen, moet u uw advertentie-inspanningen richten op nieuwsbronnen en evenementen waarop uw publiek regelmatig vertrouwt.
Zoals u net heeft gelezen, dienen PR en marketing voor vergelijkbare doeleinden. Door PR bewust te promoten van een regel in uw bedrijfscommunicatiebudget tot een ondersteunende rol die in uw marketingmix is ingebed, kunt u een duidelijk, gecoördineerd plan realiseren dat het beste van twee werelden combineert.
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Duur:
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