PR is a team effort
What can you do to make PR content’s best outcomes more likely? Leverage it in ways that align with the outcomes you want to achieve.
Maybe reach is what matters most to you. If so, share it out on social media.
Say your 500 connections on LinkedIn each have 500 connections of their own. If even 10% of them reshare your article, you’ve increased your article’s reach by 25,000 readers — on a single platform.
Perhaps you’re focused on conversions. Think about how else you can leverage your PR content: Are you integrating it into your email campaigns? Sending it to referral partners? Develop content internally that capitalizes on the momentum your PR placements create.
Or maybe it’s a big-dollar investment you’re after. Before you reach out to that next investor, make sure your latest PR placement is in your email signature. Ask if they’ve read it the next time you see them.
Traditional PR tactics have limited value today
Only in rare circumstances does Relevance engage in traditional PR work. The truth is, cold-pitching reporters isn’t a good use of resources. Almost nobody reads press releases for fun.
That isn’t to say we’ll never cold-pitch content. Sometimes, we do it to expand our publication network in areas that align with our clients’ work. When one of our clients closes a multimillion-dollar funding round, we may develop and shop around a press release.
In general, however, we’re not going to waste your time or ours on traditional PR. Digital PR meets readers where they are and provides site editors the insights they want.