What Public Relations Means In 2024
/Welcome To Q2(lipsđˇ)
Spring has finally begun to settle into the Midwest! While it seems weâve been awaiting the arrival of April flowers for ages, I canât believe how quickly the business year is flying by. With so much going on across all forms of media right now â including the upcoming U.S. elections that will dominate every news cycle in the months to come â itâs a good time to get back to the basics of what public relations really means and what it can do for your brand.
How PR Started, How Itâs Going
When I began in this business more than 20 years ago, the objectives of PR were straightforward: secure media coverage. I crafted key messages and story pitches, and built relationships at local and national newspapers, television networks, and magazines to create and facilitate great press opportunities for my clients.
The evolution of digital media has expanded what a successful PR strategy can â and should â accomplish. Itâs no longer enough for a business to simply get in front of their audience. Brands need to make a meaningful connection with individuals on a consistent basis; they need to establish their authority as industry leaders; and they need to keep a steady stream of fresh, relevant content flowing to ensure people stay engaged in this era of information overload.
Brand Spotlight: Fraulein Boot Company
One brand that I admire who has done all this beautifully is Fraulein Boot Company. Iâve been a fan of their sophisticated, vintage-inspired cowboy boots since I saw them at a Southern C summit in Round Top, Texas. (I fell in love with the San Antonio Rose boot and brought it back to Omaha, inspiring several friends to buy their own pairs.) I recently spoke with Frauleinâs founders, sisters Margaret Walker and Sarah Caruth, on Instagram Live about how theyâve built their business, and how a well-timed Vanity Fair placement played an early, and ongoing, role in their success. âYouâre planting a seed everywhere you go,â Sarah told me.âEvery time youâre in front of someone and youâre telling your story⌠that sale may be six months or a year later, or two years later, or they tell someone else about it, but youâre always selling whether you realize it or not.â
Frauleinâs + Carolyn Sutton PR Instagram LIVE Chat
When I followed up with Margaret after our Live chat, she elaborated on how Frauleinâs multi-faceted PR strategy, which includes media coverage, social media campaigns, and influencer partnerships, has helped them launch new collections and engage with their audience to build loyalty, trust and friendships. Their authentic brand identity shines through in everything they do. âIn a nutshell,â she said, âPeople like us because we are nice. #workhardandbenicetopeopleâ
5 Ways to Avoid a Social Media Crisis
Another important side of public relations is crisis communications. Whether itâs an organization, a politician, or a celebrity, thereâs always someone in the news who has gaffed and is in dire need of a Public Relations Rescue. It recently happened to the British Royal Family with their handling of Kate Middletonâs health crisis. But it can happen to anyone. For example, once the truth came out about the princess, many who had posted their thoughts and theories on social media also wish they had handled the situation and speculation differently. Royals and non-royals alike can lessen their chances of being cancelled (at least for their behavior online) by following a few simple social media posting protocols.
1.Take a Beat
Is it helpful? Is it kind? Is it true? When my children were very young, they learned to ask themselves these three magic questions before they spoke, but, truly, itâs a litmus test that serves all of us â especially on the everlasting internet.
2. Donât Assume the Worst
Humans have a negativity bias. In the absence of information, we tend to assume the worst. Whenever I catch myself doing this, I remind myself that life is nuanced and complex. If I donât know all the details, I try to give the benefit of the doubt.
3. The World Doesnât Always Need Our Opinions
Some people seem to have Hot Take FOMO â they always need to weigh in on every topic, even if theyâre not really saying anything new. But, as every good hostess knows, sometimes itâs okay to let others pour the tea.
4. Maintain a Light Touch
If you simply must post about a topic, try to keep it light. Aim for gentle humor over razor sharp wit and avoid posting repeatedly about the same thing â no matter how many Likes that first post garnered.
5. When All Else Fails, Apologize
Sometimes we simply fail to heed the wisdom of our better angels. When thatâs the case, itâs always admirable to acknowledge your error with a sincere apology⌠and then move on.
One-on-One Consultation
Navigating the complexities of PR requires expertise and experience. By engaging in a 90-minute one-on-one consultation, you'll tap into what Iâve learned over 20+ years in the industry and receive immediate strategic consultation. These 90-minutes will provide valuable insights, best practices, and a deep evaluation on your brand's PR potential.
