Mike Paffman, CEO, VIRGO PR

When talking about Public Relations, most companies talk about how they want to see positive content about their products or service in the media. Nowadays there are numerous media outlets serving every interest, activity or hobby. For people to know that a business exists, PR is a key component. Due to the pandemic, some businesses have seen an incredible loss in revenue. This, however, should not impact PR efforts. As given below, there are some rules to be followed in order to develop a DIY PR strategy. 

1) Set your goals - To save time and money in the long run, it is essential to review past and current performance. It is important to think about the key issues that a business is looking to address with PR. It would also help to look towards competitors. A pandemic can impact how often a product or service is being mentioned in the news. Earned media can be a useful way of gaining publicity without paying for it.  For instance, during Halloween 2020, Home Depot created and promoted a 12-foot-tall skeleton sculpture. The skeleton sold out quickly, became the subject of sarcastic articles, and went viral on social media. Hence, it is important to set goals and then focus on execution. 

2) Build an email list - DIY PR entails creating an email contact list to keep followers in the loop and to capitalize on past customer interactions. It would be wise to compile a list of past customers and to encourage users to submit their email address when they visit the website of a business. Those emails should be used to share updates and newsletters. Helpful content can make subscribers feel like they are getting useful information without paying for it. It is necessary to create content that people care about; content that provides solutions and even entertains. This could be a great way to create positive public opinion. 

3) Look into virtual opportunities - Keeping the pandemic in mind, it would be wise to look into virtual opportunities like events and conferences. Since these virtual events require no travel, they remove the constraints of time and budget. With virtual formats, entrepreneurs can attend one event in the morning and one in an entirely different location in the afternoon. Virtual events can also increase a company’s operating time and get more work done for clients. More and more businesses are seeing the benefits of a remote staff, and tools designed for virtual work are also becoming plentiful. 

4) Patience and persistence - PR can take time. One of the most common frustrations with PR is that results can sometimes seem very slow in coming. Since PR is about influencing the perceptions, attitudes, and behaviors of others, its goals take some time to achieve. Not everybody can be persuaded to alter their behavior or thinking. However, PR is the art of persuasion, and one needs to stick to it. The single common factor across phenomenal performers in PR is persistence: the determination not to give up, sometimes in the face of overwhelming odds. It is important to monitor progress at regular intervals and to revise strategy if something is not working as it should. 

5) Partnerships with micro-influencers - PR practitioners have to recognize the marketing power of social media influencers. They should consider different types of influencers and what clients will gain from each type of collaboration. Micro-influencers help to create strong personal brands with a focus on one particular industry such as fitness or travel. Consumers want to follow influencers who create personalized content.

About the Author: Mike Paffmann is CEO of Virgo PR, a leading PR firm.