So long 2017 and hello 2018! A new year is on the horizon, with new challenges and opportunities awaiting us all.
Do you have a public relations and marketing plan ready to meet these head on? Our PR & Communications Manager David Scott runs through five quick tips to help whip your new years PR plan into shape.
1. Tell Your Story
The most obvious, and most important, part of any PR plan is nailing down what you are trying to say. Think about the key messages you hope that everyone remembers about your product or brand. Do you have a unique backstory about how your work came to be? What makes your item unique and stand out from the crowd? What’s going to make people stop and take notice of your hard work?
Keep it short and sharp, no more than two or three ideas, the better to keep your audience focused on the most important parts of your story.
2. Listen Closely
Do you know what people are saying about you on social media? Do you know what the big trends in your particular market are for 2018? As I often say to my toddler (!), you need to spend more time listening. Not only will it give you a good sense for how people perceive your items and brand, but it could offer up great opportunities to interact with your community, or find new niches to promote or explore.
The fine folk at Hubspot have a good summary of the best free tools to get you started.
3. Video Killed The Radiostar
According to a recent Cisco report, more than 75% of all mobile traffic will be video within the next five years. There’s no time like the present to think creatively about how you can display your products and your story to customers around the world via the medium of video, a task that’s becoming increasingly easier with the number of low-cost video editing solutions on the market. Maybe you can do a quick behind-the-scenes snapshot of how you made your item, or a showreel highlighting its many different and wonderful uses?
4. Size Matters
If you’re not going to engage in any video work then at the very least you should be thinking about the images you’re going to use to showcase your items in 2018. Facebook is increasingly visual, Instagram is going from strength to strength and even Pinterest is getting some buzz in the creative community these days. Given the variance in optimal image sizes across different social media and publishing platforms, it is absolutely imperative you get the right picture, in the right size, for the job.
There are a number of different tools you can use, but I’m quite fond of the Landscape tool produced by Sprout Social.
5. Check the calendar
As the old adage goes, ‘timing is everything.’ In a PR sense, this means making sure you’re talking to your customers and community at the best times of day on social media or, more broadly, during the best times of the year.
For the former, make sure you do the legwork to find out when your followers are going to be online and optimise your posting schedule accordingly. The Insights section of your Facebook fan page is a good place to start, or if you’re largely using Twitter then a service like Tweriod will help you do similar.
But on the bigger picture side of things, it’s important to keep in mind what’s happening at any given time of year, so that you can look to capitalize on searches around a particular theme…or protect yourself if people are going to be offline for a large amount of time! Have you got sales lined up for a particular holiday, be it Thanksgiving or Chinese New Year? Are you planning on launching your next item in the middle of Diwali? Have you got something in your library that would fit in with International Burger Day? All things worth considering as part of your wider PR plan!
If you have any questions, want to continue the conversation or share your favorite tips, jump over to the forums and connect with your fellow author community.