Insights from PR Expert Bob Bradley

Today, I had the pleasure of speaking with Bob Bradley, a seasoned public relations and marketing professional with 14 years of experience. Bob specializes in storytelling, guiding clients to effectively communicate their key offerings to the media, and securing critical press coverage to enhance their businesses.

In addition to his PR expertise, Bob has a background in music, having toured full-time with the band Scars of Tomorrow, signed to Victory Records, and he currently performs with the Southern California band Fake Figures. He has also authored 'Public Relations for Musicians,' available on Amazon, Audible, and in student libraries nationwide.

In this article, we will explore some unpublished insights from a previous conversation between Bob and myself.

Prioritizing PR Strategies Based on Your Market

Before investing time or resources into earning publicity, should your PR strategy align with your product offerings and target audience? For instance, would a PR approach differ significantly for a business offering physical products versus a service-oriented one?

Absolutely. A B2C (Business-to-Consumer) campaign operates under a different mindset than a B2B (Business-to-Business) strategy, necessitating distinct early-stage planning. For larger brands, meticulous planning is crucial to achieve desired outcomes. A B2B manufacturer, for example, would focus on impressing its business clients rather than targeting consumers directly. The goal is to ensure that the right audience recognizes their brand over competitors, which a robust PR campaign can facilitate—assuming they also have a solid product line.

Conversely, a B2C brand that sells products or services typically invests significantly in both PR and advertising. Reaching out to the general public, especially nationally, demands substantial time and collaborative effort. Establishing trust and brand recognition is paramount, mirroring the goals of B2B strategies but often requiring more extensive and varied tactics.

Key Media Strategies for Local Growth

If you operate a business serving local customers, what three media strategies should you implement to expand your client base, and why?

1. Online Presence: Develop a realistic website and social media strategy that aligns with your business goals. Ensure your branding and identity are well-defined. Before pursuing media coverage, establish a few weeks' worth of social content to create an inviting digital presence. This approach is akin to tidying up your home before hosting guests; it shapes how the media perceives your business.
2. Digital Advertising: Many customers discover new services through word-of-mouth and online ads. Small businesses can capture new clients by being top-of-mind in search results and social media. Failing to advertise is akin to leaving potential revenue untapped.
3. PR Outreach: Whether you choose to handle this independently or hire a PR expert, notifying the media about your latest news or product launch is an effective strategy for garnering attention. Journalists are continually on the lookout for fresh stories, and establishing relationships with them can lead to valuable coverage.

Leveraging Media Coverage for Business Growth

After a local business receives media coverage, what steps should be taken to maximize that exposure? Here are "5 Ways To Leverage Media Coverage To Dramatically Grow Your Business":

1. Capitalize on Media Features: If you've secured significant media exposure, utilize it strategically. Whether independently or through a PR consultant, leverage these features to gain further coverage. Human nature drives curiosity, and news that's already gained attention is more likely to attract additional interest.
2. Promote Your Coverage: Share your media features across social media platforms and your website. This not only increases your visibility online but also enhances the perception of your brand's success. Imagine visiting a restaurant adorned with press accolades—it cultivates a sense of credibility, doesn't it?
3. Attract Investments or Talent: Positive media coverage can boost your confidence when seeking investments, loans, or new hires. Remember, public perception plays a significant role in marketing success, akin to how companies like Tesla and Apple leverage media attention.
4. Embrace Feedback: Be open to learning from your media coverage. Not all feedback will be flattering, but constructive criticism can spur growth. As your brand gains visibility, expect both praise and critique from the media and the public.
5. Nurture Existing Relationships: Don’t forget those who have previously supported you. While it’s easy to focus on expanding your network, maintaining connections with those who have believed in you can foster better media relationships and open doors to new opportunities.

Thank you for joining us for these invaluable insights today!

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For local businesses or services, download the guide: "9 DIY Ways Your Business Can Earn Free PR"