PR Tools

1. Article marketing

Similar to issuing online press releases. The main difference is you deliver a finished product directed at non-journalist audiences. Key points:

– Articles provide a quick and inexpensive way for small businesses to build a strong online reputation and generate Website traffic.
– Based on keyword research, placement and density.
– Distribution, usually free, is made through article publishing sites, not newswires.
Links are not permitted in the body copy.
– Articles can be somewhat longer, preferably 500 – 800 words.
– An “author block” provides a brief description of the author’s credentials. This is the place to provide one or two links, no more.

2. Online newsletters

A great tool for any small business, yours included. This one is a no-brainer for online public relations work and PR pros – it’s story telling. Key points:

– 3-5 short articles of 100 – 300 words.
– Use photos, charts, graphs to illustrate stories.
– Short, punchy headlines and email subject lines.
– eNewsletter software is part of many Website content management systems, but several good stand-alone alternatives are available.
– Most newsletter software as a service is priced by number of addresses on your list, not the number of newsletters you send each month.
– Can be posted to Website to add more good content, build site visibility.

3. Blogs

By all laws of nature and online taxonomy, blogs define social media, but because of their importance, we will consider them separately here. We put blogs at the top of the list for online public relations and marketing strategies. Key points:

– Blogging is universally popular, and now is taking a bigger role in small business.
– Top bloggers consistently provide great content that answers questions and helps people solve problems.
– Blog posts enjoy favored status with search engines.

4. Social media

The key to social media success is to join a conversation, not try to dominate it. Social media sites are a perfect fit for online public relations because they play to the strengths of PR professionals to build relationships. Key points:

– Social media sites work well across all traditional PR functional areas : media, internal and community relations.
– Social sites provide instant feedback about products, consumer complaints and preferences.
– Popular social media sites, such as Twitter, Facebook, LinkedIn, YouTube and Flickr make excellent platforms for small business marketing.
– You must have a strategy and key messages to get the most from social media sites.
Many companies now use social media sites for primary customer relationship management.

5. Video marketing

is an integral public relations tool in the digital sphere. Whether your objective is to bring more traffic to a website, to obtain more “likes” on a page or to gain more followers on a profile — video content is key. Key points:

– A story worth sharing. We tell stories, we start conversations, and we shape attitudes.
– Branch out to multiple online platforms. From Facebook Live video-streaming to the Instagram “story” function, there have never been better tools to organically increase awareness of a brand.
– Involve your audience. Transform audience from third-party observers to active participants in the brand experience.