Every brand wants to have a decent image in the market and does not want to deal with bad press, but we cannot stop the negative feedback from coming. It might be a disappointed customer grumbling about social media or a review website, or an argumentative worker accusing the company of a perceived injustice. These problems can easily burst out into a full-blown public relations crisis.
Each crisis might come as a surprise, but it is important for you to be ever ready. Every organization has a crisis management plan in place that involves every aspect of the organization—including HR, legal and technical. That strategy should also include media training for executives, pre-approved responses for public relations and social media. Follow these 6 Guidelines if you want to stop a massive PR crisis before it happens. 1. Implementation Procedures: It is crucial to generating idea before implementation. As we know that planning is such an important part of public relation so, it is useful to understand the different requirement of an event or campaign before implementing and executing it. Rustling into execution without proper planning can lead to failure. 2. Use Your Social Media Channels Efficiently “An immediate social media response is key,” says Chris Britton Social media can be your ally, allowing you to quickly disseminate information and bridge the gap between you and your client. It is essential for an organization to dedicate resources in monitoring social media 24/7, as well as a team to handle, monitor, review and follow activity on social channels without waiting for approval from on high. 3. Anticipate Every Possible Crisis You can't stop a Public Relations crisis, but you can stop it from accelerating there are ways to prevent the situation. It is again crucial to get your plans in order, during the pre-phase, you should anticipate every possible crisis that could possibly harm the company's status and always have this two-word question in the back of your head: "What if?" 4. Follow a Crisis Communications An organization should ensure, via appropriate policies and training that only authorized spokespersons to speak for it. This is particularly important during a crisis. It’s critical for every crisis communications team to have pre-screened and trained, to be the lead and/or backup spokespersons for different channels of communications. 5. Create a Diverse Workforce Treat everyone equally like a family and also be objective, unbiased and humble. Put in all your knowledge and effort to get the best result. 6. Stay Calm and Flexible When Things Go Wrong Don’t panic and always be ready to face the challenges. Learn to fail means learn to understand your mistakes and in every mistake, there is a chance of progress. So, whenever there is a crisis situation you need to identify what actions should be taken and accordingly you should work.
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The foremost objective of any enterprise is to convert the sales lead into returns in the least possible time which is not only crucial but is making the enterprises growth sustainable as well. Sales and marketing team has a substantial influence on the profitability of the business, but it usually does not happen to sales and marketing teams to incorporate public relations activities into the sales process. PR can be considered as a constructive tool to speed up the probabilities of closing sales which is a rare scenario and does not occur.
So, here are a few guidelines that my PR agency employs to raise the sales success for our clients -- and ourselves. Persistence is the key to efficiency. It is important to track the number of contacts it takes (specifically and on average) to close a deal. You are required to be calm and should have patience; you cannot expect a response from just one email, context plus knowledge-based interactions, along with traditional hard sales tools, works here rather than a hit and run practices. Before putting up anything it is essential to identify the audience and their interests, level of understanding, attitudes, and beliefs. Taking customer-centered approach is important because they are the skeptic people and they analyze, compare and evaluate things before getting into it. It is significant to have skilled PR professionals. The PR industry is one of advancement, where new ideas are embraced and creativity is commended. It generates strategies which promote your client requires original thinking and inventiveness. Hence, creativity skills are therefore an essential skill for any PR practitioner. Digital skills are becoming progressively more important. Having a basic knowledge of social media, SEO and digital content creation can make you stand out from the pack. As the scope of PR widens, the industry is beginning to use the tools of other communications fields. In order to smoothly transition into the future, practitioners must be able and willing to develop these new skills and understand the relevant lingo. Act as a proactive information resource to raise your organization’s stature in the industry. Proactivity is fundamental Changing perspective and becoming proactive in approach requires anticipation of the future. We don’t just sit back and wait for our target customers to beat a path to our doors. We share the news we examine the surroundings in order to understand the challenges that are ahead and in a best possible way to create the promotional tactics required to succeed. Proactive public relations means defining the objectives identify the target audience early and establish the most effective ways to reach them. A proactive approach gives an organization more control over their public relations planning and enables them to set the agenda. They decide how best to present the image of the company. Action, action and more action, communicate through the channels you already selected, make sure you monitor the media on a regular basis, ask people from the community about their thoughts about the organization. Hence, we take full benefit of social media. In fact, this is why it’s essential to keep your LinkedIn, Twitter, Facebook, Instagram and other social networking sites current. Eventually, this not only turns those interested into followers but also drives traffic to your website and makes you a go-to resource for industry buzz. An effective digital marketing strategy can help you take the right decisions to make a company successful online. It offers a structure that gives a sequence to ensure inclusion of all key activities of strategy development and implementation.
Before getting into the task of digital marketing, it is very crucial to understand what your client wants and expect to receive from you. It provides the customer a right direction to reach the target audience with the right content. It is significant to understand your buyers' discomfort points so you can best address the problem, and can work toward building a better, stronger service or product based on what your customer wants. Here are few digital marketing skills for your organization to flourish and achieve excellence: Start with a strategy No successful business aims everyone. You need to build a marketing system that focuses on a group or groups of people. This is the vital step in developing your digital marketing plan. You need to understand your customer so that you can plan effectively and deliver more value than other. Create a framework before taking action and effectively use the digital platform to get the best result. Establishing key performance indicators (KPIs) To examine the success or failure of your digital marketing effort, it is essential to establish the key performance indicators. Search marketing is a pretty tough task and takes a lot of effort to do well. It is not instant. You want to target keywords that are popular with your target group. You need to do better than the companies that are currently ranking for the keyword phrase. A big classification factor is your domain and page authority which is what we call, off-page search engine optimization (SEO). You need KPI in every step of your strategy: Stage 1: Reaching Your Audience
Right data helps us to make correct decisions. You need to look for integrated systems and technologies that can provide a holistic view of your data. Examples of useful technologies to obtain smarter data include: • Site Audience Comparison • Digital Analytics Tools • SEO Keyword Analysis • SEO Rank Checking: Integrate customer communications and experience. Digital marketing is all about converting web visitors to profitable customers. You need to deliver the right message with the correct value proposition across the different channels and also you need to create a traffic building system to determine the effectiveness. For instance, if a customer visits your website or leaves you a mail and constantly interacts with a piece of content on your site, you should be able to respond speedily with relevant recommendations. With digital taking up the center stage and becoming the necessity of almost every industry, search engines have got all crowded up with hundreds of millions of business portals. And, getting a top spot for your businesses in such a crazy rush is a tough and tedious job that only skilled SEO professionals can do. If you are amongst the ones doing good offline but still not gaining recognition and respect online, then instead of getting all tensed hire an SEO professional from top PR agencies in Delhi and boost your SEO rankings adequately and organically. Here are the skills with which the SEO professionals help you and your business to succeed:
1. Critical Thinking This is one of the crucial most skills necessary for every SEO professional to possess. As the online scenario is constantly changing, the SEO professionals need to be in constant touch with the changes and be better prepared for the situations ahead. Only a person with a critical mind can sustain this hyperactive job and bring great success and recognition to the client’s online portals and websites that they are handling. 2. Speaking & Writing Ability An SEO professional with the ability to do their own keyword research and create their own plagiarism free and authored content are incredibly more valuable for SEO companies in Delhi and around the world. The job doesn’t just include writing down articles and having good speech skills instead it also includes the tricks and tactics to convince the internal team and clients to unanimously head towards achieving SEO goals and objectives. 3. Technical & Programming Skills There are many SEO persons that are doing a great job with only basics of the programming knowledge, but after a certain period of time, the basics won’t be of much use so it’s better to switch to the advanced levels now than facing problems later on. These professionals are closely linked with the web designing and developer teams, once they are better trained with the skills of this genre then they will surely offer better insights rather than just giving the clients with demands list. 4. Analytics Skills Smart work is much more beneficial than more work and with the skill of extracting out their own data from Adobe or Google Analytics and save a lot of time along with providing excellent work outputs. To draft out a proper SEO strategy as per the conditions that are going to be there in the future scenes, knowledge of Business KPIs is also a necessity. As soon as one hears the term “corporate event,” one unconsciously begins thinking of the best event management companies in Delhi or nearby. That’s because managing corporate event, especially a big one, is tougher than one usually thinks. Companies prefer to outsource the event management duty to professionals specialized in Public Relations of Business events. This saves them time, money, and their productivity remains unaffected. Hence, opting for event management company appears a good option for the companies. But is it really easy to hand over the job to professionals and meet directly on the day of the event? Of course, no! Still, companies have a lot to do with corporate event management as many firms do not keep them updated about the planning updates.
In this post, we will share a few tips to choose a reliable event management company; also, the suggestions for collaborating with the event manager to plan your next corporate event at ease: 1. Ask for portfolio Let’s assume you have shortlisted four event management companies in Delhi for your corporate event, you should contact each of them at earliest and request for the portfolio. The established and reputed event management companies maintain a proper portfolio in which they keep all details and pictures of the events for reference. Ask them to share their portfolio before making any decision. If you see any of these four companies organized and managed the events fine, you may choose and proceed for other details. 2. Enquire the team’s expertise If you are holding a big press conference or summit, you must ask the professionals if they possess adequate experience, and skills to manage it. Because you cannot take risks, ask them to introduce the team or give any detail of who press conference organizers will manage your conference. They should be both experts and experienced in managing press conferences, summit or any other corporate event perfectly. 3. Check clients’ testimonials First of all, do research about the company. See what its clients are saying on Facebook, LinkedIn, or any other review website. If you find more good reviews than the poor ones, you may give the company a try. Do not trust on 100% good testimonials as well as 100% negative. 4. Decide on a budget beforehand Discuss the event budget in advance before signing up the contract. Be clear on how much you can invest in event management, promotion, and coverage to avoid any grievance later. 5. Develop a shared work plan Once you have signed the deal, it’s time that you ask them to work consistently as per a work plan. Ask them to develop and share a schedule and work plan containing the details of every move. Make a work plan on Google drive or any cloud-based software where they can easily update the work progress online, and you are instantly informed about it. This is the best way to avoid miscommunication. 6. Do not forget to follow-up While the event managers have to look into so many errands while managing your event, you should regularly follow-up to know what work is going on. This would help both parties engage, brainstorm and exchange some ideas, strategies or everything else to make the event a success. 7. Be prepared for the worst You need not worry about the malfunctions or what if anything goes wrong as the event managers are fully responsible for this and they stay prepared for the worst. But still, you should ask them if they have any backup plan or strategies to handle any mismanagement. 8. Say Thanks on success If your corporate event turns out a success and everything goes fine, do not forget to send a thank you email or note along with the payment. It’s a good gesture which will help form a good relationship with the event managers. And when you need the services again, they will stand by your side all-ready to work. 9. Ask for media coverage Many event management companies offer PR services also. You may ask them if they can help you gain media coverage as well. Your big conference or event should bring your business into the limelight, which PR services help you do that easily. Pay some extra bucks for PR services to them only as they know your event really well, and they will manage your PR project better. 4/25/2018 0 Comments Basic Guide to PR for StartupsA startup firm sets in the market with new brand name, varying products and services only to bear belligerent competition at first. Observations revealed that every 91 out of 100 startups fail to foster a strong public and media relation which leads to the early downfall. Many startups rely on digital advertising and marketing campaign only to earn the leads while neglecting the power of public relations.
Al Reis, author of ‘The 22 Immutable Laws of Branding’, talks about the anomalous position in marketing that Public Relations hold for building a quintessential brand. He believes that earned publicity creates an honest brand image than advertising. What general public says about your brand and business is a big matter of concern than what you say about yourself through advertising. Therefore, what businesses really need today is a strong brand presence along with the increasing number of sales. For this, a lot of startups club public relations and other marketing techniques altogether to earn reputation and generate great revenue. You may opt for professional PR services or can take up the charge to manage public relations yourself. In the latter case, following tips will surely help you a great deal: • Prepare content for coverage Whether it is a press release, article or a startup story, it should convey the information of your products & services, justify the purpose of business’s existence and the passion of its workforce. Identify the pain of your customers, and decipher how your products or services provide relief to the customers. Do not forget to write it all with passion. You may also write content on the social media topics that your customers care about. And then, you may proceed to pitch the journalists for covering your story. Use tools and software to find and connect to the right journalists. • Create a media list A media list is one of the cornerstones of any PR campaign. Once you have prepared content for release, it’s time to look for the right media influencers and journalists for earning the coverage. Find the contact details of the various journalists, read their writing, identify their interest areas and proficiency and organize them comprehensively in a list. Based on the context of your story, you can approach a journalist for coverage with a creative and appealing pitch. • Pitch the right way Avoid writing cold pitches that do not interest anyone. Do some news jacking with your story and write it impressively while maintaining a professional tone. Through your pitch, inform the journalist why your company is worth writing on. What is distinctive about your products, services, and company? If you have news, make it ground-breaking. If you are launching a new array of products and service, discuss how the public will be a direct beneficiary. Also, do not send same pitch to hundreds of journalists. Instead, try to pitch fewer, and pitch smarter. Your story should be relevant, novel, and fresh. It should not be anachronistic. • Foster relations with public early Many a time, people start engaging with media and audience all in a sudden when they require coverage. Therefore, you should start engaging and interacting with them a little early. Do not approach a journalist all in a sudden saying, “I have a brand new story which will interest your audience or can you please cover my launch event because it was amazing?” Such are the examples of poor approach which will leave journalist with a not-so-good impression. Therefore, it’s important that you stay relationship-focused and not coverage-centric. PR converts more because people trust earned media more than the traditional earned media. To get enough exposure and coverage, you must work hard on all above strategies. Every business, today, is trying to become a brand that people instantly recall and prefer whenever it comes to buy a particular product. For instance, if you have to buy a pretty casual skirt, the first brand that would come to your mind would be “Zara” or “Forever21”. So, you would go to any of these stores and buy the dress driving revenue for the brand. Such is the power of brand salience.
Understanding Brand Salience Brand salience is usually the term we use for brand’s propensity to be recalled whenever something related to it crosses the consumer’s mind. Similar to brand awareness, consumers remember the brand, know it completely (or partially), and can easily recall when prompted. But, the effect of brand recall is what makes brand salience different from brand awareness. In simple words, brand awareness determines how many consumers remember or know the brand either for positive (or negative) reasons. And brand salience is all about how many consumers know, recall, and prefer a particular brand over the rest. To what extent consumers likely to purchase products of a particular brand is what brand salience finds out. The author of “How Brands Grow: What Marketers Don’t Know,” Byron Sharp, puts rightly the concern of brands as “creating memorable and consistent brand assets that trigger an instinctive response when they’re seen or heard at critical purchase moments—in other words, they should focus on brand salience.” How to create brand salience? Such brand salience can be efficiently enforced through public relations because public relations practitioners create, enhance, and consistently improve brand’s image amongst pals using media. Since no arena is left untouched by the media, consumers are always profoundly immersed in media and technology. Public relations companies reach the right audience who are in the process of making a buying decision and influence their behavior using the positive attributes of the brand. Here’s how: 1. Positions brand in a competitive market Public relations agencies position a brand and its products on the minds of target consumers. How a brand wants to portray itself in the eyes of consumers, in which category of products or services a brand wants to be strongly identified, what makes the brand distinct and worth recalling etc., is all that public relations manage operating on earned media. Newspaper articles, press releases, and brand profiles are the primary modes of operation which helps establish brand salience. 2. Build relationships with customers PR bridges the gap between a brand, consumers, and journalists. The PR strategies mainly focus on communicating well with the global audience in local ways so that the brand values, ideas, and ethics can be highlighted. When consumers know the complete inside-story of the brand for all good reasons, they remember, recall and favor the brand. Therefore, PR acts as a relationship-builder for the brands working with the goal of achieving brand salience. 3. Create Brand Awareness For brand salience enforcement, PR does not rely on marketing strategies. Instead, they make people aware of the brand, first by building the brand’s image and message through earned media. For this, they make a brand image meaningful and deliver the brand message impressively to win the trust of the audience or consumers that brand is bringing innovation and benefits to their lives. It ultimately results in brand salience. 8/16/2017 0 Comments What is SEO in Public Relations?Public relations as a function is concerned about getting a market presence for the client and with both the customers and investors are spending most of their time online; it’s high time to grab attention for the clients through the online portals. And, in getting such attention, it is the Search Engine Optimization (SEO) that helps the PR firms the most.
Although website management is not a thing that usually falls under the PR team’s umbrella, whereas executing simple SEO tricks and techniques communicators can improve the brand’s search rank. This, in turn, would bring greater market acceptance for the client’s media stories as the market believes in confirming what that is claimed in write up, and nothing is more valid than the information available online. Follow this simple 5-step formula to make the best possible use of SEO in your PR Campaigns: 1. Consult with the digital or web team and ascertain some priority key term(s) or phrase that hold the potential to bring forward the company’s name whenever used or talked about in the PR Campaigns and accompanying news. 2. Make it a point to use these designated keywords on the on-site content as much as possible in the places like page title, page URL, first header (H1), copy text, etc. But be careful while using the key terms as the overuse can lead to penalization of the website. 3. Incorporate these keywords into the traditional PR tools like press releases, pitch notes and messaging material like you are doing with the on-site content. Because, ultimately these press releases will get some media coverage that have the potential to appear in search engine’s search. 4. While pitching the media for your story, always remember to ask them for the inclusion of client’s website link in their article. Because it is these backlinks from the trusted media outlets that can create a much stronger impact on a website’s search-rank. 5. Whether it is the tweets, Instagram or the Google+ posts, they all are right there in the search engine’s domain. So, to gain extra visibility for the brand make it a point to incorporate the assigned keywords in the social media posts as naturally as possible. SEO is an important tool for the brand promotion that most PR Consultants in Delhi and around the nation are ignoring. But it is The Yellow Coin Communication that brings in the best of all media presence for its clients by adequately using SEO and other brand promotion tools. Over the period of time, PR companies in Delhi have changed so much. Now they are not just about the media relation and churning out press releases like it used to a decade before. Now brands and companies want something is which is very productive & cost effective and this has given rise to the Digital PR.
Digital PR is an online marketing strategy used by brands to increase their online presence through building relationships with key content writers and online journalists to gain ‘press hits’ or citation and high-quality links. It is also the Public Relations for new age having a hybrid mix of marketing and PR for driving defined business goals. It provides add-on benefits to brands existing digital marketing efforts like SEO (Search Engine Optimization) and social media. Here is the list of five important points that why startups in Delhi cannot avoid the digital PR. Growth in Search Engine Rankings One of the most important parts of digital PR firms in Delhi is reaching out to industry influencers to back link your content. When they do so, that sends a signal to Google that you are important authority and you are enough in your filed for the big players to pay attention to you. As such, it is more likely that your search engine rankings will improve. Cultivate brand trust It’s very important for any brand to have a positive image whenever the brands name into a search engine. Creating positive and impartial reviews will gain the customers trust. This can be done by the high-quality articles that are SEO-friendly will signal to search engines that you are credible source of information. Having the reviews of products or services by bloggers will increase trust in your brand. Gain in website traffic When more people will read about your brand and share your content on various social media platforms, this will eventually help in gaining the website traffic. It’s a wildfire, but you need to light it. Once the brand got the traffic on its website, then it can be easily optimized for its present and future customers. Measure your brands success Using digital PR as a means of communication will allows PR consultants in Delhi to track almost every aspect of how successful your interaction has been. Using this sort of information can help guide your brand for the future marketing campaigns, as you begin to learn what your target market responds to in a positive way. |
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June 2018
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