How to succeed in corporate communications and PR?
In order for your business to succeed you are going to need to make sure that you are using PR and corporate communications properly. Both of these things are extremely important when it comes to creating a brand identity and of course marketing yourself, but they are also things that are easy to get wrong.
If you want to make sure that you succeed in corporate communications and PR, then here are the main things that you need to think about (and do too)!
Remember that PR and marketing are not the same thing
One common misconception that people seem to have about PR is that it is yet another form of marketing or advertising. However, this really isn’t the case. The direct impact of corporate communications and PR is not to increase sales; they are about creating credibility and about creating a sense of interest and value in your brand.
Corporate communications are often there to create a positive image of your brand, to make sure that your name is out there and that the reputation that you have is one of positivity and professionalism.
Ensure that your communications define your brand
It is vitally important that you always make an effort to ensure that your brand is well defined and recognisable. One way that you can do this with the communications that are sent out. Make sure this includes not only information shared externally but also whatever information you share with your staff on any employee mobile app or company email. Internal reputation management is also crucial. The information that you share is going to ensure that everyone reading understands what is happening within your business, but it is also your chance to be consistent.
This is particularly true if you are a small business, when every single thing that you do is going to have a huge impact on your business in the long term.
PR will take time
It is all too easy to think that you are going to be able to rush through your PR efforts and then move onto something else. However, if you want your PR to actually have the impact that you want it to have then you are going to need to take the time and put the effort in.
Not only is it going to take time to put together your PR and corporate communications, but you also need to actually send out your press releases to the right journalists. After all, you are going to want to make sure that you are not burning bridges with the press through bombarding journalists with topics they don’t cover. Even when you found the right press contact, there may be some slight interest immediately, but it is going to take time for the ball to really get rolling.
Remember that corporate communications don’t need a huge budget
One mistake that businesses seem to make is thinking that corporate communications needs to have a huge budget. Of course, it is going to cost money to put together any corporate communications that you then need to send out, but the reality is that it doesn’t have to cost anywhere near what you may think.
In fact, you can put together some effective comms without having to spend too much at all. Especially if you feel that you are able to create them yourself. That said, if you do need to hire an expert within your business, then there are ways that you can do this without having to spend out huge amounts of money too. The main thing to always think about is consistency and also being genuine too.
You always need to work on relationships
PR in particular relies heavily on working on building relationships, which of course isn’t always the easiest of things to do. The main thing that you are going to need to do is ensure that those people who are working with actually understand your message and that they relate to you too.
When you work on a relationship you are going to be building trust between your company and those who really matter to it. This is not only your customers, but also the media outlets that will be the ones to communicate and promote your message too. So, make sure that you try your best to work on these key relationships.
Remember a small business can still achieve great things
If you run a small business, then you can often think that there is no point in trying to make the effort into sending out corporate communications and PR. However, every single business, no matter how big or small they are, can benefit from making the effort with their PR.
This means that PR and corporate communications are definitely things that you are going to need to work on as much as you can. It can be a little harder for small businesses to get themselves heard in this big world, but that does not mean that it is impossible or that it is not at least worth trying as much as you can.