There are many PR agencies out there who focus solely on traditional PR – think TV, radio, newspapers and magazines – which, don’t get us wrong, can absolutely be a fantastic vehicle for your message. But do remember that it’s far from all you have to hand. PR today takes on a whole variety of other tactics too, in fact at Zen we’ve pioneered a Five Pillar principle:
- Digital and Social | consider all of the blogs, forums, groups, and social media platforms that your avatars can and will connect with. Connect, develop, and share value – whether that’s giving advice and guidance, answering questions, or sharing killer content which will make readers sit up and take notice
- Direct | taking communication from a one-to-many model to a one-to-one model can be hugely powerful. Whether it’s hard copy or electronic, part of a lumpy mail promotion or a straightforward letter approach, if you get the message and the language right, it can achieve some awesome results
- Experiential | helping someone to live and breathe your brand doesn’t have to mean PR stunts and showcases, it can be as simple as helping them physically experience your keynote, or a snippet of it. We’ve had great success with video messaging and video cards, as well as with some of the more Virgin-worthy headline grabbers!
- Advocate and Affiliate | your avatars, the clients most important to you and your business, are already engaged and warmly connected with other people and businesses. And if you can connect with those businesses too, then there’s an easy introduction waiting to happen. Make sure that the organisations or people are completely non-competitive, that they’re allied at least a little (so that the introduction makes sense) and that they share similar values and ethos to you.
- Traditional PR | and this is where TV, radio, magazines and newspapers do come in. But why not take it above simple press releases and look at interview and profile opportunities, offer comment on areas that you’re an expert in and which link to your talks, or try and get a by-lined article in a core title. It’s a great way to show rather than simply tell that you’re great at what you do.
It’s of course not necessary to use all five at any one time and for a single campaign, but aiming for at least three is certainly worthwhile… we’d love to know about your PR success stories and which pillars worked best for you 😊