The purpose of having a superior public relations strategy is to be able to describe your product and/or service offering to your target audience using as many or as few words as you see fit. This doesn’t mean that you can turn your press releases and thought leadership pieces into novels. The benefit of embarking on a public relations strategy for your business is that you’re not limited to the miniscule amount of text – that a display advertisement give you – to adequately sell your product.
Public relations may be challenging because, in order to be published in a particular publication, you need to appeal to the editor and make them realise that the article that you’re pitching to them will fit in perfectly with their publication’s audience. It’s at the editor’s discretion what they want to publish on their platform so you have to get them to like you and see your worth if you want to be featured on their platform.
However, there is a workaround to getting published. Quite a lot of digital platforms have press offices on their platforms. What this means is that platform will create a microsite for you in their environment which is in keeping with your corporate identity. On it, you will be able to publish articles that link to your main site. The benefit of taking out a press office and publishing articles on this platform is that you are guaranteed exposure to this platform’s audience as this is a paid-for service.
Why choose a press office?
The relationship between an organic public relations strategy and a press office is the same as that between Search Engine Optimisation (SEO) and Google Pay Per Click Advertising. Just as you’ll use Google PPC to get your site visible while your SEO efforts are gaining traction so will a carefully chosen press office help you to boost your visibility as a thought leader so that other publications may start asking you to contribute to articles that they write.
