By Adrianna Webster, Senior Account Executive
The power of reputation has endured from time immemorial, as illustrated by these quotes from the Old Testament to the present. Whether you call it your brand, your image, or your reputation, being known for your strengths and skills is an essential component of marketing.
Thankfully today, businesses and professionals have more tools and resources than ever before to strategically build their reputation, using an array of tactics from the world of public relations. PR typically has more credibility than advertising and direct marketing in building reputations because it is perceived to be a “third-party” or an unbiased source of endorsement or recognition.
In the financial services industry, where trust is paramount, PR is an invaluable strategy for building your professional reputation. Whether adopting a corporate approach for your company or a personal focus, crafting a successful public relations campaign involves three key stages: planning, implementation and results measurement.
“A good name is more desirable than great riches; to be esteemed is better than silver or gold.”
– PROVERBS 22:1
PLANNING AND IMPLEMENTATION
- Write a mission statement. It’s important to identify your aim and ambition for your public relations campaign. It can be as simple as “Increasing my personal recognition” to “Building our business reputation to be the industry supplier of choice.” Whatever you decide, write a statement that reflects the aim of your public relations campaign, while keeping in mind your business or personal values and philosophy.
- Gather background information. Before you start writing content, ensure you know your current media market:
- Review your media relations to date, where you’ve had successes and how you’re engaging on social media.
- Where does your target audience live? Can you access them through social media, community newsletters, business news outlets, or blogs, etc.?
- What media outlets are relevant to your market and used by the competition?
- Set a list of measurable goals. This can be done through identifying key media you would like to work with and the frequency of hits you would like to achieve during your campaign period.
- Create a PR plan. The tactics you choose to use will be guided by the timing of your campaign, frequency of your engagement, and will create ongoing opportunities for your brand. Today we have a wealth of options, including:
- Submitting contributed content, known as ‘content marketing’
- Building relationships with key media, ‘media relations’
- Developing a social media campaign using Twitter, Facebook, LinkedIn and other appropriate social media sites.
- Measure your success through recording the results you receive based on the goals you previously set. Record the number of hits you received, where you received them and all social media engagement and growth.
- Assess the impact of your campaign. Did you receive positive feedback? How do you feel about the success of the campaign? What areas could you change or do differently next time?
Once you begin a public relations campaign, you will realize it’s a process rather than a one-time event. The ongoing success and development of your professional reputation requires an ongoing development and review of your public relations voice and reputation.
If this article has peaked your interest and you have further questions regarding how to use public relations in your business, contact Adrianna Webster, Senior Account Executive at Harden Partners our Public Relations Agency partner.