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Why You Should "Date" Your Audience

Why You Should "Date" Your Audience

As Valentine’s Day approaches, conversations about love and relationships begin to appear more often. While it may not seem obvious at first, PR and marketing professionals can learn a lot from the advice of relationship experts. In fact, those who take the time to “date” their audiences are far more likely to succeed in the long run.

There are a lot of fish in the sea. Stand out.

Just like in dating, you want to stand out.  In order to do so, you must present a compelling reason why someone should pay attention to you.  What is it about you that’s unique?  How are you different from others?

Once you’ve answered that question, pay close attention to the way your audience talks about themselves and their needs. By understanding exactly how they communicate, you can articulate your value proposition in a way they’ll understand.

Finally, if words alone aren’t enough, it may be time for some sort of grandiose gesture. Just remember that while big campaigns are likely to attract attention, your focus should be on building a long-term relationship, not just trying to pique someone’s initial interest.

Continue the conversation

Congratulations! The “first date” went well and now your audience wants to hear from you again. The question is, what do you say?  How do you keep the conversation going?

Start by recognizing what attracted them to you in the first place. If it was because of your quirky sense of humor, keep being funny.  If it was your deep insight in a particular area, highlight your expertise regularly.

You should also make sure that each of your interactions is meaningful.  Content should be relevant and specific. Customer service should be timely and helpful. Product offers should be valuable.

Finally, communicate with your audience when and where they want to hear from you.  Make sure you’re using the right channels to get through to them, not just the channels you’re used to using. When it’s appropriate, you may even think about introducing them to new ones.

Work on your relationship

Just because someone is interested in you, doesn’t mean your job is over. In fact, it’s actually just beginning.

Devote real time and attention to your audience. Talk to them regularly and listen to what they’re saying in response. Create an environment where they can speak honestly and openly and where you support their ideas and feelings on an ongoing basis.

This Valentine’s Day, remember how much your relationships matter.  Treat your audiences with care and you may be on the road to a lifelong love affair.

Written by Amy Jaick, Executive Director of GMI Digital at Goodman Media. For more on how we think, click here.

 

 

4 Tips For Choosing Your Next PR Firm

4 Tips For Choosing Your Next PR Firm

“I want to be on Oprah.”  Years ago, this was one of the most common phrases public relations executives heard from prospective and existing clients. Although “Oprah” is no longer on the air today, the requests for big-name hits continue. 

Each time the discussion turns to a particular “wish list” in a meeting, we respond with a question of our own: “Why do you want to see your organization there?” We don’t ask these questions because we can’t deliver those moments.  We’ve actually made plenty of those dreams come true throughout the past 20 years! Rather, we ask because it’s critical to understand our clients’ underlying objectives so we can help them impact the bottom line and achieve their goals.

It is clear that it is no longer enough just to get good media coverage.  Today’s communications and marketing professionals must show clear ROI and prove their efforts move the needle.

Working with a results-driven PR firm can make that happen, but selecting the right one can be challenging.  How do you identify the right partner that not only understands your company’s goals, but also knows how PR can help achieve them? Below are four suggestions for how to evaluate potential partners in 2017:

1.       Ask The Right Questions, And Give Honest Answers: Has the firm asked what success looks like for you?  Is it lead gen, increased sales, awareness?  Cookie-cutter solutions DO NOT work so it’s important that the firm understands the nuances of your short- and long-term goals. The more honest and upfront you are, the better the strategy your firm will develop. 

2.       Go Niche Or Go Home: Does the firm realize which audience you are trying to reach?  Is it c-suite decision-makers? Advertisers? Policymakers?  A well-defined strategy focuses on the outlets and publications your target audience reads, even if they’re not the most popular names or have the largest circulations. Targeting niche media that reaches specific buyers can often be more impactful in moving the needle.

3.       Proven Success And Creativity: Does the agency have a strong track record of success? Have they been tasked with similar objectives in the past?  Do they understand how to tackle challenges they might encounter and, when they do have a road block, do they think creatively to find another solution?

4.       It May Not be A Marriage, But It Is A Partnership: Is there chemistry? Your PR firm should be your partner and an extension of your in-house efforts.  If you can’t imagine sitting next to members of the firm on a long flight, they may not be the right fit.

Being on “Oprah” used to be considered success on its own. But as the focus on ROI only increases, make sure you seek out an agency that can help you meet your business objectives. After all, what’s the point of being on “Oprah” if you don’t leverage it to impact your bottom line, drive business development and achieve your goals?

Written by Amy Jaick, Executive Director of GMI Digital at Goodman Media. For more on how we think, click here.