How Branding Is Sabotaging Your PR Efforts
PR (when done correctly) should serve a dual purpose:
Therefore exposing you to your ideal customers and brands for collaboration
#2 Attracting your ideal clients and brands
meaning PR should turn potential customers into leads and compatible brands into partners once they’ve been exposed to you
If you’re finding that your PR pitches are consistently being rejected or that the PR features that you do get are not helping you attract your ideal client, convert them to customers and, ultimately make more money- you may be falling short in one or more areas of the 3 C’s of branding (Clarity, Consistency and Congruence). Here’s how:
How lack of brand clarity sabotages your PR efforts
One of the most common ways to undermine your PR efforts is having more than one area of expertise on your website. If you send an editor a pitch claiming to be an expert in one thing and, doing their due diligence, they see no evidence of that expertise on your website or very little of it (because you talk about so many other things)- they are not very likely to accept your pitch.
Likewise, if a potential client sees or hears about you on a particular media platform and decides to check you out, they will be very confused and/or put off if you don’t talk about their topic of interest as much as they would have liked or thought you would.
When it’s not clear what your expertise is and what problem you solve because one day you’re talking about entrepreneurship and the next you’re talking about dog grooming, for example, it dilutes your brand. To counter this, pick a niche and stick with it, only using your other interests/areas of expertise to underpin that particular topic. You could also consider separating your businesses, if you have more than one brand, rather than housing them all on one platform for the sake of clarity.
How lack of brand consistency sabotages your PR efforts
As mentioned above, PR (when done correctly) should serve a dual purpose: making you more visible and attracting your ideal clients and brands. This is why it’s important to make sure that the platforms that you pitch to are relevant in terms of topics covered and demographics served.
Unfortunately, another common mistake that entrepreneurs make when it comes to branding is not niching down to a specific demographic because they are afraid of alienating people. They think that if they cater to everybody, they can help more people. What they fail to understand is that this, not only makes their branding unclear in terms of who they serve, it creates inconsistency in their messaging.
Continue reading How Branding Is Sabotaging Your PR Efforts
Comments
Post a Comment