Public relations, marketing and advertising is important for every business. If potential customers don’t know about your product or service they are hardly going to be able to purchase what it is that you are selling.

Public relations tactics are important. There are countless tactics that you can implement, there are countless tactics that so-called ‘communications professionals’ may suggest you implement PR tactics that you don’t properly understand.

When I am giving my clients advice on public relations tactics there are some important things that I share with them. PR tactics and techniques should only be chosen if they fulfil the following key criteria:

Those that are easily measurable- If you are doing something then you want to know about its relative success or failure. If the results of an activity you do are not measurable, then you should not waste your time. Easy to measure results mean that you can also track improvements, assess what effect any activity changes have on your overall results and then make any changes accordingly.

Those that are easy to implement- Tactics that are complex to implement can also be complex to understand. Easy to implement techniques also mean that there are less likely to be mistakes. It also means that you can implement different tactics quickly if circumstances change.

Those that you can be involved with- In an increasingly social and an increasingly digital world; sometimes there is a need for instantaneous action. In a world where marketing and advertising is increasingly communal and about two-way communication, you need to be part of the process as you are the only one that can fully explain what it is that you do.

Social media sites and social networking platforms- You cannot ignore social media and social networking platforms. Facebook alone has over 600 million registered profiles (and half the Australian population is on Facebook). People also talk about brands online and chances are that they may be talking about your brand. You need to be where the people are to participate in the conversation and to talk about your own brand.

Those that you can understand- If a ‘communications professional’ convinces you to implement public relations tactics that you do not understand and that they cannot explain to you, it’s time to look for another consultant. If I am working with a business, I want them to fully understand everything. If they fully understand everything that I am doing for them, they will be more appreciative of the results.

Those that make your customers feel important- Two way conversations online mean that customers expect to be communicated with. If you have a social presence and they asked a question then they expect an answer. You need to make sure that your customers feel important. An example of this may be featuring then on your Facebook page, it may be giving them extra information or it may just be free promo products.

The best public relations tactics cover all of the points that I have mentioned above. Make sure you use easy to implement, easy to measure and understand tactics and those that you can be involved with.
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