The Los Angeles Entrepreneur

7 Expert PR Tips to Build Credibility and Grow Your Reach

PR is among the most important – and most overlooked – parts of building a business. Many people misunderstand or simply don’t know the scope of the benefits of PR. Public relations comprises many aspects of marketing, branding, audience engagement, and more. Businesses that invest time and money in PR from the start are building a strong foundation for continued success. For businesses savvy enough to see the benefits, here are a few tips to keep in mind:

  • Starting early will pay off in the long run.
    • Brand authority is rarely built in a day. Genuine credibility takes time to build. Don’t wait until your product or program launches to start your PR efforts.
    • You can start building brand credibility and releasing content from day one. Doing so can pay off when it comes time to launch a new product or service.
    • When customers hear about your company’s new product or service down the line, lacking a digital footprint can cause doubts in prospective customers’ minds. Having no content (or only recent results) may paint your company as a novice, unproven business with no digital footprint.
    • However, creating a long trail of content spanning the length of your company’s existence can establish you as a trusted name in your industry. There is also a greater likelihood that customers will have heard of you before, which can also begin to build a subconscious sense of trust.
  • Know your audience.
    • This one seems obvious, but its importance cannot be understated. The specifics of your target demographic inform quite a bit about your marketing plan.
    • Who are you trying to reach? What are their preferred mediums or platforms? What publications are they likely to read or watch? Should you be pursuing blogs, podcasts, how-to articles, YouTube videos, webinars, TechCrunch, MarketWatch, Forbes, NBC? 
    • You don’t want to waste valuable time and resources creating content for a medium that your target audience rarely uses.
  • Become an expert at SEO.
    • Creating great content is only part of the battle, and it can quickly be rendered fruitless if you overlook or ignore the importance of SEO.
    • Foregoing SEO is a bit like painting a great work of art and then hiding it in the garage. No matter how helpful or fantastic it is, your content will not increase traffic to your site if it shows up on the fourth page of Google. 
  • Use backlinks to build a web of authoritative content
    • Any piece of content or press that you do should give audiences somewhere to go. Link back to other articles or media appearances, invite people to join your mailing list — everything should have a CTA. Participating in a podcast interview and not telling people where to go or how to find your work is a wasted opportunity (wasted time and money).
  • Keep your content current.
    • Make sure the resources on your site are correct and up-to-date. We live in a fast-moving age; updates to programs can render entire content libraries obsolete overnight. 
    • Perform regular content audits to ensure that you are providing customers with the latest information. This is essential to building and maintaining a reputation as a thought leader or industry expert.
    • This point could be read another way, and still rings true: keep up with current events to stay in tune with the needs, concerns, and interests of your audience. This should inform the content you create and publish.
  • Don’t always expect immediate, clear returns from investments in PR.
    • Startups have to be careful with their limited budgets; it’s easy to see why PR can sometimes get pushed aside in favor of investments with quicker returns.
    • Results don’t always show immediately, but if utilized properly, it can take your company to the next level by attracting new audiences of loyal followers.

Public relations is more important than it is often given credit for. For businesses seeking long-term success, investing in PR is critical. Unfortunately, not all businesses have the time or resources to keep up with this long list of responsibilities, and this is only a basic overview of what goes into PR. Working with a trusted company such as Imperium Group can help you to take advantage of the myriad benefits of expert-level public relations while keeping your time free to focus on running your business. Schedule a consultation to see how PR can help your business.

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