In our series on determining your public relations strategy, we’ve discussed an overview of where to start and then delved into the finer points—what your message should do followed by what your message should say. In this week’s post, we’re moving on to the next step: choosing where to send your message.
In our post on your PR message’s purpose, we gave three points to consider that apply to message medium as well: The type of message matters, the order of announcements matters, and the timeline matters. Depending what your message should do and what it says, the mediums you choose to share your message through will fluctuate and reprioritize. There are three primary channels to utilize for sharing your message.
Corporate news outlets. Company newsletters, whether internal or client-facing, can be an efficient way to make announcements that aren’t time-sensitive or require a more official channel, like company events. Executive leadership changes and mergers or acquisitions should be released in a timely manner as official press releases, which should hold a primary space on your company website.
Local or national media. Your media relations representatives should keep a current record of local and national journalists and channels that report on issues concerning your industry or your community. These people should be the first to receive pertinent announcements and updates, mostly in the form of press releases. Keep high-resolution photos on hand of company executives or boards so you can distribute those as needed to accompany releases.
Social media. This medium should not be your sole method for disseminating announcements, but should support all the others you use. Maintaining social media is an entirely different beast, so be sure your social media coordinator is kept in the loop on priority announcements. Keeping track of user comments and interactions is an important element of PR and social media. Be sure there is consistent engagement and interaction, especially concerning any negative feedback about your organization or the news you’re sharing.
Now that we have determined what your message should do, what it should say, and where it should go, the next step is following up on your message and staying on top of any further developments.