You don’t have to wait for your brand’s next launch, campaign, or big announcement. Successful communications is not about one point in time—it’s about momentum. Successful communications means strategically sharing something that will (1) provide useful information to your audience; and (2) support your brand’s objectives. It’s not rocket science.
Here are four things that can help you move the PR needle starting today.
1. Share Your Data
If your brand has been around for more than five minutes, you have data. Look for the most interesting data that you can share about your market or area of interest. Then, look for the movement and/or contrast, where numbers move drastically or data is in stark contrast with itself. That’s where you’ll find the story.
Your job is not to reveal a 30-page report to the press; just summarize the data in a compelling way, and be sure to site your source. Infographics are a great way to do this, or well-written, one page reports, filled with insightful quotes from management.
Remember, the point of this document is to make your brand look like an authority in its space. Only share what supports this objective.
2. Share Someone Else’s Data
Don’t have your own data? That’s fine. Do a little research on your industry or area of interest. Then compile (and cite) that data into a relevant report or infographic. Be sure to add strategic insights from your management team.
3. Offer a Founder’s Story Exclusive
Every brand has a founder’s story. Ask your founder how they came to found your brand. What was their process? What was their inspiration? Why did they do it? What would they have done if they hadn’t done this? What is the most surprising thing they have learned?
This can be a great way to showcase the human side of any brand.
4. Be An Industry Expert
Chances are, someone at the top of your organization is probably an expert in at least one field, and it’s probably in an interesting topic like machine learning, zoology, bioengineering, health tech, internet security, or the intersection of big data and alleviating global poverty. Start strategically offering your advice to a handful of reporters who cover these topics regularly. If you’re a true expert, some of the reporters you contact will need quotes for upcoming articles, and want to interview you. Should you be so fortunate, don’t spend the whole time talking about your brand. Your job is to be an expert, who also happens to be with your organization.
Successful communications is ongoing. Once you start looking for creative ways to both tell your story and offer value to people, you’ll find a whole new way to grow your brand and your brand’s influence.
About the Author
Jennifer L. Jacobson is the founder of Jacobson Communication and a Silicon Valley leader known for helping brands get the attention they deserve. She is also a social media expert and author, known for her book, 42 Rules of Social Media for Small Business.