6 PR Strategies for Success
PRNEWS: Entering a new industry as a PR manager is both exhilarating and daunting. Even with a charismatic spokesperson and compelling topics, success doesn’t always come quickly.
Understanding the industry and knowing how to navigate it are important, but there’s more to the equation. Here are six tips for navigating a move into a new sector as a PR manager.
1. Keep calm and do the job. Where there’s a will, there’s a way.
Ever wondered why some startups skyrocket to media stardom while others struggle to gain traction? There are many reasons for this, and one of them is that the industry a company operates in plays a significant role in shaping its media presence. Industries focused on sustainability, such as ESG and green technology, are currently in high demand by the media. Major TV networks and top-tier publications are eager to feature experts in these fields.
However, there are certain spaces, like Web3 or wellness, that are either less appealing to the media or have a lot more competition for media attention, especially from B2C companies. Working with clients in these industries requires more time and effort.
It may take longer to secure those initial placements, but once you do and start moving up the ladder from smaller to larger publications, it becomes a smoother ride. The key is to build a solid foundation by showcasing the client’s expertise right from the start and positioning them as a go-to expert.
2. Tailor your client’s story to your existing media contacts. Use your knowledge of your warm contacts’ interests.
In public relations, building and maintaining strong media relationships is mission-critical. However, three-quarters of journalists told Cision that only one-in-four—or less—of all the pitches they receive are relevant to them. Understanding what stories each journalist covers is essential for capturing their attention. For instance, a writer focused on startup funding won’t be interested in a pitch about a new food product or lifestyle brand.
The first step is tailoring your outreach to your “warm contacts.” Enhance your media relations efforts by leveraging data and analytics to track your contacts’ preferences and engagement patterns.
3. While pitching to existing contacts, focus on finding relevant journalists and establishing relationships with them.
While nurturing existing media relationships is important, expanding your network is crucial, especially in a new sector.
To streamline this process, use media databases and tools like Cision or Muck Rack to identify journalists covering your client’s industry. Look for writers who have recently produced content related to your area.
Another helpful tip: visit the publication’s LinkedIn page and click on “People.” This will give you a list of people who work there, making it easier to find the right contacts. Look at their profiles; some may list recent publications related to your field.
4. Seek advice from experts in the new sector, while respecting your client’s privacy.
When entering unfamiliar industries, consult PR specialists, journalists and sector veterans for insights beyond desk research. They can decode jargon, identify influential players, and highlight emerging trends for you. Don’t be afraid of appearing unprofessional for not knowing something; be afraid of halting your growth and your learning journey.
While seeking advice is valuable, protecting client confidentiality is paramount. Frame your questions carefully, share only public information and consider using anonymized examples.
5. Do your homework thoroughly. Only pitch a journalist with an understanding of their background and focus.
Personalized pitches work wonders because your media contacts want news and reports they can use in their stories. According to the 2024 Muck Rack survey, 83% of journalists prefer personalized email pitches. This stems from a simple truth: journalists seek stories that resonate with their readers.
The golden rule is to always read the pieces produced by the journalists you plan to pitch to appreciate their style, focus and story preferences. Also, follow journalists on social media platforms like Twitter and LinkedIn. Engage with their posts, comment on articles and share relevant content. This helps you understand their interests and establish a connection before pitching.
6. Expand your network of trusted copywriters. They can save you time and effort.
Building a reliable network of copywriters is key, with over half of marketers citing content creation as their primary challenge. This approach allows PR managers to focus on high-level planning while ensuring consistent delivery.
Investing in skilled copywriters pays off. Demand Metric research shows content marketing delivers triple the leads of outbound marketing at 62% less cost. Finding the right talent requires a thoughtful approach. Professional platforms like Upwork and Contently offer extensive portfolios and client testimonials. Your network can provide trusted referrals for stronger long-term partnerships.
As you navigate this new frontier, stay adaptable, leverage your strengths, and expand your knowledge and connections. With the right approach, you can establish a strong presence in any industry. It may be unpredictable, but mastering a new sector makes it all worthwhile.
