Define, persuade, attract

We often talk about knowing your audience. And it's worth returning to again since it's so important. In the social media age, the rush to get information out can mean less consideration of one's target audience.

Before you can properly persuade people that your product or service is the one that best meets their needs, you need to be sure you're talking to the right people. If your not, your message might as well be falling on deaf ears.

Take the time to research what your customers habits are. Find out what they read, watch and listen to.

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Why didn't the Canadian public support the Postal Union?

In a time where the average Canadian is still worried about holding onto their job, postal workers walked off the job demanding higher wages and iron clad pension plans. It's little wonder Canadians didn't rally to their cause. The union had the wrong message.

Before walking off the job, the union would have done well to assess the mood of the nation. Once they knew the mindset of their key stakeholders, the would have been able to develop a suitable message.

Without an in depth assessment of all the details the union has in front of them, I can still suggest that a more effective communications campaign could have been built around employee safety.

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Toronto City Councillor appologizes for "hot chicks" tweet...

Councillor Parker found out the hard way about the dangers of social media. Just because it's a more casual medium doesn't mean you don't have to think before you send something out. The "do I want to see this on the front page of a national newspaper' rule still applies. Think...think again...then tweet.

This incident reinforces the notion that public figures need the assistance of communications professionals to, at the very least, train them on how to get the most out of social media and avoid the pitfalls. While it may not be practical to have a communications person manage all of your social media, it can be beneficial to be properly trained on it. Strategic Communications Solutions PR offers a one day social media training session that is adapted from our traditional media training and coaching sessions.

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Use social media to drive traffic to your website

With the explosion of social media the task of optimizing your website and showing up higher in search rankings has never been easier. If you have a blog, keeping it up to date regularly will help increase your search ranking. You can use Twitter to point people to specific pages on your website or articles that you have appeared in in traditional media. By doing this, you'll show up in searches more times and increasingly higher in the searches. Twitter is also a way to dialogue directly with customers as well as with reporters. And, every tweet is searchable on Google. By making sure that all of your social media tools link back to your website, you'll increase visibility. By using social media to leverage any traditional media coverage you get, you'll not only increase online activity, but you'll increase credibility as well.

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Imagine an endless stream of media coverage

Some of you may have had the occasional article published published on your company or had a 'one shot' interview on TV. Getting this exposure probably increased the traffic to your website. It might even have resulted in people walking into your physical location or phoning to find out more. Imagine turning this type of publicity into a steady stream of consistent appearances in the media. I know, I know, you're thinking, "Is this really possible?" Yes, it is! That's what we do day in and day out for clients at Strategic Communications Solutions PR. Through presenting different story angles on an ongoing basis, we generate media coverage for our clients. Consistently increasing their visibility and mindshare.

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Post it and they will come - it's a myth!

It is often assumed that the world of public relations is changing. People assume that in the internet age you can 'post' your news online and everyone will come flocking to you. While there are certain things that go 'viral' on Facebook and Twitter, more often than not, you need an online communications plan. This will outline how social media fits into your overall marketing and communications strategy. How it augments and reinforces traditional advertising. How it sustains and lengthens the impact of traditional media coverage. Think before you tweet and talk to a public relations professional.

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Is there a return on Public Relations Investment?

I'm often asked about the success rate for public relations activities. Does what we do get clients media coverage and give a significant return on investment? Where we have clients who let us work consistently on their behalf for a period of time (a minimum of six months) they can get consistent coverage in the media - written, print, online, television, radio, etc. This consistency of interviews and articles works to drive traffic to client websites; initiates phone calls; provokes requests for proposals. All leading to a significant return on investment. In addition to this return, public relations is also bringing the client credibility and establishing them as an industry expert.

Customer Relations is Public Relations

Public relations isn't just about sending out press releases and dealing with media on behalf of clients. Every interaction with a client or customer is an opportunity for public relations. It's an opportunity to express, expose and grow your brand. This includes phone calls with suppliers, potential customers, existing clients, etc.

Those who are interacting with your customers/clients on behalf of your company are ambassadors for your brand. If an appointment is missed or they don't get back to someone, it reflects on your brand as a whole. Someone who has an unsatisfactory experience is more likely to go out and tell ten friends about what a bad time they had with your brand. Even worse, they'll put it on Twitter and Facebook.

All employees need to remember that a customer centred approach will lead to growing the overall brand.

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