The author of this opinion article is Ms. Sukirti Gupta at PR Professionals
Friday, 21 April 2017
Most of us have heard this idiom ‘From the horse’s mouth’, it means direct from the source. PR agencies give us this edge over advertisement which has been seen as a tool of marketing. PR Professionals get in touch with the media houses; conduct other public awareness programs which enlighten the masses about an organization and it’s potential. A media report gives veracity to the claim of an organization as media has traditionally been considered as the mirror of truth, it is considered that they would only propagate that which is true.
PR is considered an effective tool to generate positive opinion about an organization and its work. They are considered effective because the masses consider them to be an opinion of an unbiased nature. Advertisements on the other hand are considered to be the handiwork of some agency hired specifically for the creating attractive, eye ball catching content. Their genuineness is always doubted.
PR campaigns are conducted in a manner that the masses are convinced about the veracity of the facts shared with them. They are made to believe that this information is true and undiluted. The motive behind this is to make each and every individual a brand ambassador of the organization. A PR campaign becomes successful if the target audience starts believing that the information shared with it is true and in that belief he starts propagating the brand unabashedly. Once this is achieved those who listen to his/her version also starts believing that the said organization, product or service is good and can be relied upon.
The author of this opinion article is Ms. Sukirti Gupta at PR Professionals
Friday, 7 April 2017
It is important for PR Professionals to plan PR strategies in most efficient and strategic way possible since it will help to organize PR activities and build strategic decisions to execute them. Effective PR strategies are a great way to use business stories to lure in the target audience as well as increase business profile and build brand awareness. A good PR strategy involves the following:-
Determine your Goals and Objectives:- For an effective PR strategies it is vital to mark your goals and objectives that you wish to attain. The goals should be specific, measurable, achievable, realistic and timely (SMART). By setting goals, the purpose of the strategy becomes clear which in return will maximize the success rate of the activities conducted by PR professionals.
Target Audience:- It is essential to identify the target audience, since they are the ones who have the power to influence the products or services of the business. Extensive research about their behaviors must be conducted to understand what kind of publication do they read and how do they consume today’s media.
Tactics:- It refers to the various PR activities that are vital for a good PR strategy like distributing press releases, email newsletters, social media campaigns, bogs etc. These activities are essential to attain the PR goals. It is equally important to complete these activities in a timely manner for a systematic and accountable approach.
Key Messages:- Key messages are the core messages you want your target audience to hear and remember. They are an important part of a PR strategy because they can shape your content and communicate a unified message. Best key messages are believable, easy to understand, distinctive, credible and drive your agenda.
The author of this opinion article is Ms. Guntass Gujral at PR Professionals
Tuesday, 4 April 2017
Are people are still recognizing you with your brand? Do customers still associate your product with the market? Are they willing to invest their money or time for your product? If not, it may be the right time for you to redefine your brand and try creating an impression in their mind. If you are determined to redefine the brand value of your company and want to mark an impression on the customers’ mind to achieve your goals, than here we are sharing 9 simple steps to create a brand value of your product:
- Let your logo speak for you
Make your logo appear. Make it appealing. It is branding for your company. This should speak to people. When people see or notice an eye catching logo on advertisements or on communication material, they tend to know more about it, it imprints an impression in their eyes. You have to be consistent while marking your impression on the mind of your clients or customers.
Express your company’s identity through the logo, make it memorable. If someone sees it anywhere they should immediately recognize your company. Take for example some of the best logos: google, facebook, oyo rooms-a great combination of soothing red and white, pinterest in red color, snapchat’s ghostface chillah, SoundCloud’s logo with half audio waves and half fluffy cloud in it, amazon- adding a smile in it, bird of twitter and many others like this.
While starting working on the branding of your company, you need to be careful which logo design you want to use. Sit with your team, share ideas and express your brand in a graphic which is appealing and use right colours. Use gentle colours in your logo.
- Know your customers, connect with them
Before you start selling your product or services as a service provider you should understand the demands from the customers’ side.
We need to interact with the customers. Personalization always helps to make a great connect with the clients or customers. Take for example: anytime, you send a facebook message or post a comment on the facebook page of ola, they immediately react to it. They assure you that they’ll improve the service and regret the inconvenience. (We are not promoting any brand but see the service). The customer feels satisfied that someone on the other side is hearing you. Mention their names while responding. You need to make the customer feel important, respond to them as quickly as possible.
If our customer gives some feedback, we need to work on that and improve it rather ignoring that valuable feedback from the client or customer. Your response to that feedback will increase or decrease your credibility.
Remember, our effort should be to convert a client into a lifetime member; we need to think long term. A satisfied customer or client will always come back to you, whereas unsatisfied customer will never come back. In order to maintain a good relation and retain the customer, you need to focus on the demand from the customers’ side. You need to deliver excellent services, show appreciation and treat them like a family.
- Reach out to right people/target audience
This should be the first step for your marketing to know and understand who your audience is and what they want. A company needs to make a good connect with its audience if it wants to stay for a long time in the mind of their audience or customers. A defined target audience and products will help you achieve your purpose.
- Quality of your product
May be you are good with advertising, may be you are presenting it in a nice and attractive way but the quality of your product is not that great. There are chances that first time you’ll easily be able to get customers but once they use it, they would not be interested in taking your services or product again. It’s a bitter but real truth, which you need to accept. So be careful while serving your clients or customers.
If you want your customers to be consistent, you need to give them good quality product or services. You need to serve a good quality product or service to constantly meet the customers’ requirements. The poor quality of the product or service might end up the loss in sale or liability. It is always advisable if you want to sustain in the competitive market you need to be consistent on the quality of your product.
- Make a note how your product is distinct from other products available in the market
There are always several options available in the market with the same product or services you are providing. How you’ll be on the top priority list of your clients or customers? You need to highlight the distinguished services of your product or service. Every business, product or service always has something different than other similar competitive brands available in the market. You need to dig out your Unique Selling Preposition (USP) and highlight those points while describing your product or service. USP is not only a marketing concept but also helpful in designing the campaign. Take for example: Patanjali brand claims that all their products are healthy and organic, Colgate protects your teeth from the cavity, the detergent Tide claims that it removes the stains and your white clothes will remain white always.
- Let your customers speak for you/testimonials
Testimonials, success stories, feedbacks, ratings always play a very crucial role in presenting your brand value. They strengthen your business. Testimonials are written or recorded statements that support your credibility and level of expertise.
Take a simple example: We always go with the rating of the hotels, restaurants, movies, airlines or whichever services we want to use. If the ratings are high, if the critics are speaking good about anything, than we’ll also think to spend our money, otherwise we’ll go for another option. It’s true in most of the cases. These reviews of the products or services are a way to check the value, trust, and expertise of that company.
You should always be careful and keep a note that success and reliability of the business depend on what your clients or customers are saying about you. If you are providing good services to your customers, they will speak good of you in the business market. A good thought shared on your website or facebook page by your clients or customers encourages others to do business with you. Testimonials strengthen the credibility of your work. You can place these testimonials on your website, on your facebook, or blog. Strategic and intelligent use of testimonials will help you in increasing your credibility. So, ask your clients, customers, to give feedback or write testimonials on the services provided by you.
- Redesign your website
Having a website has become the necessary. Let people find you online. The website helps you establish the credibility of the business. If you have a website, you can refer it to your clients or potential customers. It helps you in reputation building.
If you have a business and you are not able to present it online than there are chances you might end up losing out a lot of business opportunities.
We know there are many businesses which do not have a website or which are using traditional websites which are not updated. You need to understand the market demands a dynamic and updated website, which gives the best results. The website is a convenient and accessible source of getting more and more information of your business.
For a dynamic website, you don’t need to invest a lot of money or time in it, there are several platforms which can help you make a dynamic and updated website for the convenience of your customers.
Use cost-effective platforms to highlight your work, you can work on WordPress, Joomla, drupal, Magento etc and get the best of the benefits with the online presence.
The more professional looks you give to your website, the more benefits you tend to get. So get ready to go Digital.
- Get socialize-online presence
It is a digital world and everything is available online, so why are you left behind this race. There can be two ways to mark your presence; one is putting your content on all social media platforms, facebook, twitter, LinkedIn, google+, Pinterest, Instagram etc and the other way is selecting the platform where your target audience is mostly available. They may be available on facebook and twitter only or LinkedIn, there is a possibility that most of your audience is available on facebook and Instagram. If you have a clear understanding of your target audience than you must take a decision which online platform you want to use the most. You can fix your budget for these platforms and use that platform carefully with the right content and right information.
- Focus on the content
The fast moving digital world sometimes demands a lot of content and lot of information to be updated online, but in this race, we sometimes forget to focus on the quality of the content. You need to know and understand that today around 40% of the world population has the internet connection with approx 3,557,119,999 users which keeps on increasing every second. Over 2 billion websites on the world wide web, the data keeps on increasing every second. To make sure that the person should follow your page, should come on our website, you need to be in the top position.
We need to upload the content which fulfills the needs of the users. It should have the relevant information available your clients, customers, or readers. User expectation
Engaging content always stands out in the long run, so while updating the information online we need to have content which engages our customers, audiences. They should feel that you are talking to them, instead just talking about your achievements. It should have some impact on the readers; impact stories are always the most relevant content.
The author of this opinion article is Ms. Sadhna Arya at PR Professionals
Friday, 31 March 2017
Over the last few years, the extensive use of social media has drastically changed the way people communicate and share information. Social media has had a huge impact not only on people, but also on brands across industries, as they devise strategies to engage their audiences and win their loyalty.
Social Media helps to reach out to people directly, through Twitter, linkedln and Facebook and an ever-growing array of new platforms. Social Media is all about engaging with individuals, driving conversations, and showcasing your achievements. The rise of social media had an effect on media organisations that are now in search of unique and engaging content which will drive traffic to their websites and to feed the media’s growing need for engaging content, successful PR campaigns are now increasingly reliant on their ability to create engaging content that people want to share and talk about online. This has, in turn, revolutionalized the role of PR Professionals.
Therefore, it makes sense for PR professionals to use it to their advantage. In fact, they have made it an integral part of their practice.
Use of Various Social Media Platform in Public Relation:
1. TWITTER: A platform that is widely used by PR professionals in modern times is Twitter. Twitter is particularly useful for making announcements to the public about businesses or clients such as the launch of a new product, introducing a new brand in a new market, an upcoming event or to keeping your audience updated during a crisis or an emergency.
2. FACEBOOK: Wherever you go, you’re sure to find people using Facebook as it is extremely popular among the masses. Facebook allows PR industry to engage their audience through high-quality content in the form of images, posts, videos, infographics, and links.
3. LINKEDIN: PR professionals use LinkedIn to highlight their client’s experience, disseminate content, finding influencers, connecting with new clients, gaining industry insights, identifying new business opportunities and discovering media opportunities.
Therefore, one can conclude from the above that PR professionals can benefit a great deal by using social media optimally.
The author of this opinion article is Ms. Priyanka Tomar at PR Professionals
Sunday, 15 January 2017
Always Equipped: A good PR professional should be equipped with all the necessary tools with them all the time. Smart phones, business cards, notepad even a camera should always be with them. You never know when you encounter a story or a visitor, or some unscripted moment happens.
Connection Cultivator: A PR professional should know who is cultivating what and should not invest their time trying to talk to wrong people. They should be in constant touch with the journalists and publications that are most likely to report news within their specific clients’ industry.
Investigative Spirit: One should have an eye for news. They should be informed enough to know what their consumer want to hear. This will help to give your client good coverage.
Persuasive Power: A PR professional not only should have an eye for news but also should know how to sell that narrative. A good PR professional should know how to write, define and then sell their narrative so that the news agencies and other communication agencies should pick them instantly and disseminate to even wider audience.
Great Storyteller: Amazing stories grab peoples’ eyeballs and remain in their minds even after they have moved on to something else. It’s easy to narrate a good story but it’s fantastic when a good storyteller can narrate almost anything and makes it sound interesting. This is what a good PR professional should have within him or her.
Punctuality: If you are in a PR industry, being late can make you miss a golden opportunity. The media industry has tight deadlines, and PR professional should always respect them.
Creativity: A good PR professional connects with the client, take care of their product, idea, cause and message they seek to send their audience. They should know how creatively they can use the information and send the target audience.
The author of this opinion article is Ms. Neeti Jha at PR Professionals
Thursday, 5 January 2017
Nowadays every organization has built an in-house PR staff and also retained a PR firm – and before you decide if or not you’d profit from doing the same, it’s important to answer a simple question:
In broad terms, it’s quite easy to say that the role of PR team is to manage your messaging and progress the insight of your organization and brand. But how does it relate to the way you do business?
1. Brand Building.
If you ask a PR Professional what PR Firm does, brand management will probably be the first answer you get to hear. Every communication with the public represents an occasion to strengthen or damage your brand, but those are not the only two outcomes you might face. By chasing one or another demographic without the proper skills, you might weaken your brand’s constancy and impact. Just by focusing too strongly on in-hand customers, you might stuff your brand into a niche and narrow your broad appeal.
2. Work Against Bad Publicity.
If you ask any PR Professional what he does based exclusively on entertainment media, spin bad news is what you would get as reply. And that is, certainly, part of what public relations does for a company. Whether the story or event that’s putting your business at threat is true, false or in between, allowing a PR firm to manage the message is almost as important as allowing a lawyer to manage your case, even when you’re innocent. There are rules to interact with the public and protecting yourself, and sometimes even having the genuineness on your side is not enough to clear you.
3. Spread the word.
If you need to get the word out on something a PR firm have the links, tools and understanding of the system that is required to spread the word at highest momentum. Whether it is a new venture opening, a breakthrough in your skill department, an altogether hot new product about to hit the market or participation at a conference, allowing a PR firm to supervise the spreading of the news ensures it clicks in front of the right eyes at the right point of time.
4. Consults on Company Direction.
A know-how PR firm can be a powerful device in determining how to move your company forward. After all, nothing happens in a vacuum; think how many well-known business mistakes might not have happened if a PR expert had been in the scene to guide you about the consequences.
Ultimately, all marketing and sales comes down to how the public sees your company and your brand.
The author of this opinion article is Ms. Anjoo Dalal at PR Professionals
Friday, 30 December 2016
The idea of content creation is doctrinal to all streams, for without content no information can be disbursed neither any Public Relation nor any advertisement campaign can be run. A content creator is one person who is responsible for the true representation of an organization, product or service through his content.
Content creation and PR play a hand in glove role in the promotion strategy of a product. Any campaign cannot be run without content, even a nukkad natak needs a script leave aside the idea of a full-fledged PR campaign. PR campaigns require a detailed analysis of a lot many studies and data interpretation. All the data and studies indicate towards a certain conclusion, it is the duty of the content writer to etch out the conclusion and present it in a manner that it benefits the organization/product or service. While doing this he/she has to keep in mind the fact that his writing should not appear to be biased or should not seem to create a prejudice in the mind of the reader that it is doctored information. The reader must believe that what he is getting to know is direct ‘from the horse’s mouth’.
Content creators are often under a dilemma, that dilemma is regarding their knowledge of the veracity of the facts and their responsibility to project a positive image. The best way to steer away from this dilemma is to write in a manner that does the trick with the target audience yet keeps you out of guilt.
The author of this opinion article is Ms. Sukirti Gupta at PR Professionals