How to make your PR more purposeful in 2021

This article is all about getting started by embracing small, actionable steps to plotting more visibility, as PR works best when it's intentional and purposeful. My steps outlined below will allow you to get back to basics in what you're hoping to achieve and how to go about it.

What’s your objective
How do you want PR to benefit you most? E.g. Reach your ideal customer or client? Gain big win features in target media? Reach potential investors? Improve your profile within your industry? Have a think about what you’d like your end goal to be, and it’s easier to plan PR activity that talks to these goals.

What are your strengths and availability
You’ve identified a key PR objective, how do you reach that goal without feeling overwhelmed? Work out your strengths and availability. Strengths: What are you good at and how can this benefit your PR e.g. planning events, writing, creating content, event speaking, etc. Also, consider what you wouldn’t enjoy doing and don’t include. Availability: How much time can you dedicate to PR activity? Make sure it fits smoothly into your working day/week etc.

Identify your ideal targets
Who is your ideal customer? Your focus should be on the habits of this group of people. What kind of media are they consuming? Draw up a profile of your ideal customer (there might be more than one) and plot their media habits so you can match this with your own outreach.

Build relationships with key visibility partners
Depending on which social platform/s you use, start to follow relevant people/publications/brands that could be part of your PR outreach, and start an interaction with them. e.g if you use Instagram, start a PR Collection of pages and people that inspire you and that you can dip in and out of for ideas and inspiration.

PR starts at home
I talk about SEO and PR working even more closely together in 2021 via this Trends feature, this is because drawing potential audiences, customers, and the media in with our content will be more important than ever. Whether you have a stunning Instagram feed, a showreel of visual content, a ‘how-to’ section, or a blog… Make yourself more searchable, accessible, and reputable.

I’d love to be in your corner across your comms, supporting you with new skills, empowering you with an education in DIY PR, and championing you to securing visibility wins

If you want to work with me 1:1, building on all the wonderful ways PR can benefit your biz and get you visible, get in touch.