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SIX TIPS ON HOW TO DEVELOP A KICKASS PR STRATEGY

A PR strategy enables you to consider every aspect of communicating a message in the best possible way. It helps you to make strategic decisions about the best ways to communicate, as well as increase your profile and build brand awareness. It will also help you to maximise the success of your PR efforts and help to grow your business.

Here are six tips to help you develop a strong PR strategy.

Know your end game
It is important to outline the goals and objectives for what you want to achieve, when creating a PR strategy.

For instance, you may want to launch a new product line in your business and create awareness for it in the market, or you may want to position your product/ service as the leader in its category. Make sure your goals are SMART i.e, specific, measurable, achievable, realistic and timely.

Define your target audience
Your target audience consists of the individuals, groups and communities that have influence and decision making power over your products or services. They are the ones you are trying to draw and sell to; the people you want to communicate with.

To understand who your target audience is start by asking: Who would be interested in hearing about my business, who are key decision makers, and who will take action to purchase my products/service.

Once you’ve identified your target audience, research their behaviours, such as what they read, what they watch, where they visit and how they consume media. By defining your target audience you can tailor your communication to suit their behaviours, and therefore increase the effectiveness of your PR strategy.

Set your key messages
Key messages are the core messages you want your target audience to hear and remember about your business. They are an important part of a PR strategy because they can shape your content and communicate a unified message.

You can include key messages in your written and spoken communication to convey a specific message about your business to your target audience.

For example, a key message for a business may be: WildFlower is a leader in the communications industry, by always staying on top of industry trends to create cutting edge campaigns.

What are your tactics?
Tactics are the activities that will help you to achieve your PR objectives. If we use the example of raising awareness for a new product, one tactic may be getting celebrities to endorse the product.

Other tactical options include email newsletters, influencer marketing, social media campaigns, blogs, public speaking etc.

Make a list of the types of publications your target audience reads, the events they attend and how they spend their time online. This may help to guide what type of tactics will work for you.

Set a deadline
Always put time frames around each tactic to ensure they are completed in a timely manner. For example, you could create an action plan which details the PR activities for a particular month. Outline things like: who will complete them, when you will start the activities and the deadline for completion.

A PR strategy with detailed time frames can help you to organise your workload, act as a reminder and ensure accountability.

Measure..Measure..Measure
It is important to measure the success of your PR strategy. By monitoring your success you can determine whether your PR activities are working and discover the areas you need to improve on. It’s also a good idea to regularly review your PR strategy to ensure it’s working effectively.

YOUR WEBSITE AND YOUR BRAND: Five Helpful Tips On How To Harmonize Both

In today’s world, every business owner knows that having a business website and social media accounts is vital for reaching customers. Most startups successfully create an online brand for themselves, but maintaining that brand presence takes a considerable amount of time and energy. Consumers are likely to first encounter your brand online than off, and even those who get their first impression of your brand in print often follow up with a Google search. So, when you start thinking you should let your online brand just drag along, wake up and smell the coffee.

A corporate website is the sum total of a business’ branding platform, an accumulation of all the aspects that have come together in various ways previously in an easy to access format. The goal of a website is to characterize a company, sell its products, attract more visitors, generate more business leads, promote more sales of company’s products and services, and ultimately help gain more return on investment. To achieve these, a company should have a consistent brand message that cuts through the clutter and builds loyalty and trust with the customer.

A good website should easily portray the company’s values and culture. Visitors who are satisfied will reach out to other potential customers, which will increase your business prospects.

Here are 5 questions that could help you know if you are doing right by your website…

Does the experience of your site feel authentic?

Your site should not look like the clone of another. It should convey your brand personality — through imagery, motion, color, typography, layout, voice, and tone. If you’re all about information and statistics, make your site crisp and efficient. If you offer creative services, show them off on your site. High end brand? Communicate that through elegant design.

The headlines and visuals on every key landing page should communicate your competitive strength. If they don’t, rethink them.

Does your website contain a clear call to action?

Anticipate the way users want to interact with your site then build the site in a way that lets them do that, because most web users are task oriented and goal driven. A visit to your website should leave them saying (with satisfaction), “I found what I needed.”

View more work. Search our listings, Sign up for our e-newsletter, Speak with a representative, Add to cart etc, are some calls to action you can use to make your website easily navigated.

Is what you do clear and interesting to your users?

The importance of first impressions cannot be overstated. You aren’t a monopoly; consumers are constantly comparing you with competition. Visitors should grasp, within seconds, who you are and what you do.

Use simple and clear descriptions of the company’s mission and vision statements.

Does your site strengthen the experience you’ve created on other channels?

The goal is to create a seamless experience — online and offline. If consumers are already familiar with you from, say, an ongoing business relationship, a retail presence, or media coverage, your business’ website needs to deepen their understanding of your value. It should move them along the continuum of Awareness- Deliberation – Preference -Purchase.

Your online and offline experiences should work in sync, reinforcing one another.

Does your site feel current?

If the answer is no, then you need to do better. An outdated website equals an outdated business. It is important to know that an out-of-date website leaves a negative impression, on a grand scale. Therefore, do not create a website you can’t manage; consciously commit to monthly, weekly, sometimes even daily updates.

11 Surefire Ways to Schedule Interviews

Scheduling media slots for your client can be an arduous task. this is because there are lot of other people vying to get that same interview for their own clients. You may be unfortunate to call when an editor is having a bad day which may drown your hopes of getting it for your client. But here are 11 surefire tips that will make sure you carry on a conversation from the beginning till you schedule even the highly contested interviews.

Do Research:

The kind of research needed here is not deep and could be done within minutes. You need to be sure of the kind of media outlet it is. Study their patterns and the kinds of guests the handle on their shows.

Will my client be of interest to them?

What kinds of questions are they likely to ask and how will I craft them without hurting any party?

Will this interview achieve the bottom line for my client?

Is the timing perfect?

Will it give my client the required exposure needed?

Focus on Priorities:

While scheduling interviews, make sure you focus on the main reason you’re calling or sending out an email. The name of your client, a brief description of who he/she is, reasons he/she should be featured in their media outlet.

Sound Convincing and confident:

Part of what makes you sound convincing is preparation. You have to be prepared to make the call and know exactly what you wish to ask for. So you do not falter while making the call. Being well equipped with all the information needed makes you sound confident and make demands.

Find Shortcuts:

You might hear the word “shortcut” and assume that means shoddy work. But, that’s not what this strategy is about at all. Successful people are always concerned with producing top-notch results—however; they also find little ways to save time in the process. You need to do other things aside scheduling that interview. So find a way to get off the phone as quickly as possible and send a lengthy mail instead.

Be Specific:

Make your request clear. Remember that without guests there would be no shows. As much as you need them, they need you too. So do not be subjected to being pushed around while trying to schedule. Most times it is better to reject their options at first to make them know that you know what you really a want. All these without sounding haughty to those you’re talking to.

Timing is important:

Know the perfect time to call offices and business places. Try not to call just before closing time because all they are thinking of is to clear their desk and go home. Give them some time in the morning to settle in before calling except it is in an emergency.

Space calls:

Just in case you call and you do not get through, always wait minutes before calling. They might be in a meeting and your calls might be disturbing them.

Achieve a Consensus:

Make sure you reach a conclusion. Never leave any conversation hanging. This shows thoroughness in execution. You may reach a conclusion on when to call back for more information or details of the interview

Request for feedback:

Always request for a response or feedback whenever you send a mail. This will prompt the contact person that you are actually waiting to hear from them and will keep the conversation going till you reach a consensus.

Always look for other options:

Just in case you do not get the slot or show for your client, always look for other options. Do they have another show that can go with your clients wants? You can also reschedule to another time suitable for both your client and the media outlet. Do not let the contact slide by. Always fix another time dependent on the needs of your client.

Remember to show gratitude:

Show gratitude in terms of tone of voice and in writing too. When the interview is conducted or the publication is released, always show gratitude. It doesn’t cost a thing and it created good relationship and an air of friendship between you and the contact person. In case you need to call in quick favors you may have an advantage.

Personality Types of Clients You Need To Know

Here at WildFlower PR & Company, we have quite a number of clients which we manage, and we need them just as much as they need us. If we didn’t have any clients, our work here would be for nothing.
Not all our clients are difficult, but in all honesty, the perfect client is rare, though not extinct. This article focuses on seven personality types of clients who aren’t so perfect because of course, no two persons are the same.

1) The “Word-Breaker”

“Promises are made to be broken”, says the word-breaker. Word-breaking clients remind us just how important it is to write a contract prior to commencing a project. He expects you to honor your end but has no intention of fulfilling his own commitments. He is always right in his own eyes and works hard to keep the upper hand. Be careful when dealing with the word-breaker because when something goes wrong, you will be the target in his firing range, and he will not hesitate to shoot you dead.

2) The “Garbage Collector”

Less is not more—at least, not in the world of the garbage collector. As PR professionals, we always hope that our clients have an idea of what they want, but the garbage collector goes to the extreme; prior to approaching you with his project, he has done plenty of research and assembled all of the ideas that he likes. This kind of person goes to a buffet and puts a little of everything on his plate. He wants to infuse everything possible into his plan. The concept of simplicity is lost on him, even though you repeatedly try to explain it. It’s his way or the highway.

3) The “Clueless Child”

This is the opposite of the garbage collector. Like a child with a short attention span, he is indecisive and ignorant. Working with the clueless child might not seem so bad at the beginning; he is agreeable and relies on your expertise. Problems only arise after your initial agreement on the details of the project—when he starts to change his mind. He has probably thought it through after receiving feedback from friends, co-workers or other experts. He calls you in the middle of the night—whenever inspiration strikes—to tell you that he wants certain changes made.

4) The “Queen of Hearts”

Be prepared to be at the beck and call of the queen of hearts. The queen of hearts wants you to fix all her problems, and she wants it done yesterday. Your loyalty is expected, your respect demanded. She has no concept of weekends, public holidays or time itself. If she calls you in the middle of the night, be glad! She wants you to be a strategist, developer, organizer, networker, anti-virus expert, plumber and even nanny. Her wish is your command so just learn to say “Yes, your majesty.”

5) The “Smart Aleck”

The smart Aleck thinks he knows it all. In fact, he has probably worked with a few other experts in the past and so he feels compelled to interfere because he wants his “expert views” to be taken into consideration. The truth is: the smart aleck knows very little about PR or PR Strategy but he insists that his idea is better than yours. He tells you everything without really saying anything. He has particular ideas about what he wants but never communicates them explicitly. “It’s so easy even a monkey could do it,” he claims.

6) The “Nitpicker”

“Hold it right there! I’ve got a bone to pick with you,” says the nitpicker. There is always something wrong with what you’ve done: the plan is not what he envisioned, the content is not engaging enough, the images are not as exciting as he expected. The nitpicker scrutinizes your work and never fails to find fault with it. One could call him a perfectionist, but the truth is he’s just trying to get his money’s worth by ensuring that you work doubly hard for the money that you will wrench from his cold unwilling hands.

7) The “Scrooge”

The scrooge wants everything for nothing. He’s the poster child for “awoof dey run belle”. He loves goodwill so much, so expect to battle for months with the scrooge over final payment for the project. He expects you to fix everything for him even after the deal is done but is not afraid to renege on your fees, and he insists on further discounts, despite your unwillingness. Be happy as soon as you eventually get paid and run as fast as you can from him…though this doesn’t always mean the war is over lol. The scrooge will find you anytime he likes.

In summary, every client has a different level of knowledge and expertise. They also have different expectations. Most of our clients are great to work with and we have a few real gems among them. The truth is this: If you want your industry to be fair, you have to play fair and treat people fairly.

3 Surefire Ways To Get Paid For Your Ideas in 2017

So let’s say you woke up on the morning of January 1st, 2017 with the most brilliant idea the world has ever known. You think about it and you decide to write it down. You turn it over and over in your mind and finally come to a conclusion that it needs to be shared with the world. But! There’s a “BUT”. As much as your idea is most likely the next big thing, deep down your mathematical senses and guts won’t let it go scott free without getting a little “reward or compensation” in return. You want to get paid for your ideas, so you begin to imagine who on this planet would be the highest bidder for your amazing idea, but you’re stuck.

Not to worry, this article will teach you all the tricks you need to learn in order to get paid for your ideas in 2017. Who knows, you could be well on your way to becoming the next Mark Zuckerberg or million-dollar baby.

So, how can you get paid for your ideas? Well, the concept is simple: Find companies, individuals or organizations who will be willing to pay for your ideas, so long as they can bet that your ideas will bring them maximum profit, you both would be smiling to the bank at the end of the day.

#RULE 1: Companies searching for new ideas – There are companies out there willing to listen to anyone for input, and that will pay for ideas. However, there are probably hundreds or even thousands of companies online that officially say they will pay you for your ideas, in CASH. A quick search on Google will help you to discover more of these great opportunities. Some companies will tell you directly that they are searching for new ideas, and that if share your ideas with them, then they will pay you if they decide to use your idea. Only be ready to go all out with your presentation, strategy, artwork, case studies and any other inputs necessary to build confidence in the minds of your buyers.

#RULE 2: Patent your Idea – First of, you need to determine if your idea is a general idea or a more specific (niche) idea. If it’s a niche idea, it’s easier to customize. A great way to search for patents is to use Google Patent Search at google.com/patents. Here you’ll find more than 7 million patents. As defined by Wikipedia, a patent is a set of exclusive rights granted by a state to an inventor or his assignee for a fixed period of time in exchange for a disclosure of an invention. Once you have ascertained that your idea really is unique and that there is no patent identical to your idea then go ahead.

Yes, there’s always a BUT.

You need to understand that getting a patent will cost you some money, so you might want to consider selling the idea itself instead of receiving a patent. In some cases this would obviously be a mistake, in other cases this may be the easiest and fastest way to make some quick money. What you could do is “lay open” your idea with a trusted person or company in exchange for a reward. Naturally, make sure you don’t spill the beans before you know for sure that you get your reward.

#RULE 3: Start your own Start-Up Company!

So what if you have a really great idea, but you don’t want to sell it or share it with others. Then there’s only one option: Use your idea to start a business.

If you believe in your own idea, then use it to generate a solid income for yourself. However, you should note that most businesses fail in their first 3-5 years. If you want to keep your business alive, then you need to learn what you need to learn and apply your knowledge.

A great idea will never make you rich. It’s what you decide to do with that idea that could make you a fortune.

It’s not too late to start. Get paid for your ideas today!

WIN!

3 PR TRENDS TO LEVERAGE ON IN 2017

Finally February is here! 💃 in case you’re looking for new ways to make your brand stand out, these PR trends will help you boost your PR activities throughout the rest of the year:

1)Executive Thought Leadership: Thought leadership, when done well and when the executive has something to say that isn’t the same as everyone else, works wonders. If your clients can combine their PR activities with providing relevant information on trending topics, their thought leadership will boom in 2017!

2)Influencer Marketing: According to a Nielsen survey, 92 percent of consumers trust recommendations from individuals they may or may not personally know if such individual is perceived as a “social media star” in the industry. So if you don’t already have a strong influencer marketing program set for 2017, you’ll be way behind.

3)Contributor Marketing: The more great content you have, the more followers and readers you get and consequently, the more other networks will want to work with you or use your content in order to get more traffic for themselves as well. Contributors always have something new and fresh to say. So if you aren’t a contributor or thought leader in any way, it’s best you find one to latch on to.

All the above tips will help you secure your spot as a leading PR Agency/Firm in no time!

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PR Tips