Maximizing PR Impact While on a Budget
By Kathleen Marchetti
PR News: Whether you’re an agency PR pro representing a client or an in-house communicator, you know PR is crucial for the visibility and success of any business. But in this economy, many businesses are struggling to afford the full-scale PR programs they once had. Fear not: There are still ways to employ effective strategies and make strategic recommendations without breaking the bank. Here are practical and budget-friendly ways to make an impact.
Amplify Media Coverage
Securing media coverage is just the beginning. If a media placement publishes, and no one promotes it, was it really published at all? (Tree-falling-in-the-woods?) Ensure those wins are shared widely with:
Content Repurposing: Turn articles into blog posts, newsletter features or even infographics, ensuring not to duplicate content verbatim to help maintain SEO standing.
Employee Advocacy: Provide social copy to employees to share media wins on their own channels, reminding them to tag the brand for extended reach.
Sales: Have the sales team reference media coverage in pitches and proposals to demonstrate credibility.
Leverage Social Media
Social media is crucial for boosting brand visibility and establishing thought leadership. And the best part? It’s (mostly) free. Here are some creative ideas to start with.
Customer Testimonials: Any brand can tout its offerings on social, but nothing speaks louder than a positive review from a third party. Create videos or graphics highlighting customer success stories. And, if strong enough relationships with current customers are established, ask them to provide a written or video testimonial, as well.
Glassdoor Management: Don’t write off Glassdoor as a place for unhappy employees to vent—it’s a key component of a brand’s image. Potential hires and prospective clients often visit Glassdoor before deciding to work with a company. Implement a strategy to address concerns, respond thoughtfully and make real changes based on feedback. A positive Glassdoor presence helps attract top talent and boost brand reputation. Other business review sites (Google, Yelp, Facebook, Angi, etc.) should be considered as well.
Executive Social: Encourage the C-suite to use LinkedIn. (Seventy percent of consumers feel more connected to brands whose CEOs are active on social.) They should be sharing their unique insight, commenting on popular industry posts and participating in LinkedIn Groups. You connect with audiences on a more personal level when there’s a face in front of the brand.
Optimize Your Website
A brand’s website can be a powerful PR tool—if used correctly. Creating and consistently updating it is a great way to maximize a channel that already exists.
Press Page: Include a section such as “In the News” to share media placements and “Company Updates” for press releases and award announcements. This demonstrates credibility and keeps past media hits accessible. Also do not forget to include contact info for media.
Consistent Activity: An active press page can attract more PR opportunities. If reporters see that company leaders are active in the media, they’re more likely to be interested in covering said company. This visibility makes the press page a tool to grow your media opportunities, not just a list of past achievements.
Tap On-Demand PR Services
For in-house comms pros working at companies with tight budgets, you can benefit greatly by extending the reach of your team with flexible, on-demand PR support—especially during crisis situations or major media moments.
This approach is cost-effective—only pay for the services you need when you need them, avoiding the overhead of a full-time PR retainer. Agencies that offer ad-hoc services can act quickly when needed, offering expertise for handling media inquiries or providing guidance during urgent crises.
Implementing these PR tactics can boost your client/organization’s profile and visibility. By tapping these cost-effective methods, you can make an impact while still staying on budget.
Kathleen Marchetti is Director of Marketing at Next PR.
