How can you use PR to increase your market share?

Clearly defined PR goals make a strong foundation for a visibility strategy and of course your company's visibility strategy refers to the way customers and target market segments views it. The goals help you determine the perspective, the image and the level of awareness. Every company should spend sufficient time and effort in setting up clearly defined, achievable, realistic, relevant and track-able goals to grow. I have always found companies with SMART PR goals making big in the market because their market segment values their presence, appreciates their work and adds to the snowball effect of the reputation needed for growth. I have always found PR more effective than paid advertising because the credibility here is massive.

Research and engage with key influencers or thought leaders in your industry as part of your PR campaign. Their endorsement or mention can significantly amplify your message and lend credibility to your brand.

1) Spread your target media across languages and Target Audiences 2) Have a common theme, message and tonality for your communication 3) Tweak communications to make it relatable for specific audiences 4) Highlight the problem first and provide your brand as the solution 5) Get the journalists access to the company's senior management to increase organic coverage 6) Don't shy away from participating in local/regional events 7) Ensure similar communication is maintained through all platforms ie. social media, websites etc

Define Clear PR Goals Strategic Storytelling Media Partnerships Thought Leadership Community Engagement Influencer Collaboration Crisis Management Metrics Tracking

While "Share of Voice" is a key metric we track as PR professionals, working on increasing the "Market Share" requires synergizing of the PR/ Corp Comm team with every department in the organization - Be it Marketing, Sales to Customer service and other support functions. PR needs to transcend media relations and coverage to stakeholder engagement and success. "Transparency, Timeliness and Relevancy of Communication" would be at the very core of this process.

Actively monitor and engage in online communities and forums where your target audience congregates. This can provide deeper insights into their interests and discussion topics, allowing for more accurate targeting in your PR campaigns.

Understanding your target audience and the appropriate media outlets is vital for effective PR strategies. Identify your audience's needs, preferences, challenges, and motivations to tailor your brand's solutions to meet their desires. Utilize surveys, interviews, social media, or analytics tools to gather relevant data. Similarly, identify media outlets such as newspapers, blogs, social platforms, etc., that your audience trusts and engages with. Tools like Google Trends, BuzzSumo, or SimilarWeb can help analyze the popularity and relevance of these outlets, aiding in crafting messages that resonate with your audience through the right channels.

One of the most important and considerate pieces of information to think through when identifying media outlets to contact is determining the WHY. Why does your target audience care? Why should the media outlet care? Why do YOU care? Outlining this in a way that is mutually beneficial for all parties involved will help you build trust with the outlets, your audience, and your internal stakeholders.

Plan a follow-up strategy after sending your PR pitch. If you don’t receive a response, a polite and concise follow-up email or call can be effective. This shows your persistence and interest without being intrusive.

Building relationships with journalists is crucial to the long-term sustainability and legacy of your brand, whether you’re a coach, small business or global brand. Relationships take time to develop though and not everyone is prepared to put the work in, especially in the beginning when you’re first using PR as part of your growth strategy There aren’t any shortcuts, unfortunately, but there are ways of simplifying the process so that you become a trusted media source and journalist‘s go-to expert of choice

PR creates visibility, and awareness about the organization, its products, and services, its culture, leadership, and people. It creates a positive perception amongst the target audience. Regular visibility increases mind share.

PR is the fastest, most effective way to communicate your brand with a wider audience and drive traffic into the top of your sales funnel, but it’s important to share those successes with your existing audience too. If you have a marketing and social media team, make sure that PR is part of their strategy too. PR helps build your credibility and your reputation, so bring featured in media outlets adds kudos, builds trust and improves your reputation. Remind your existing audience that your a brand with a product or service they can trust. At the end of the day, PR is about building relationships, so leverage what you have to capitalise on your achievements

Utilizing PR strategies effectively can indeed boost your market share. By strategically crafting your brand narrative, securing positive media coverage, and highlighting your unique strengths and achievements, you can enhance brand visibility and credibility. Engaging with the right audience through various PR channels helps create a positive brand image, attracting new customers and retaining existing ones. PR initiatives that resonate with your target audience can lead to increased market share by generating interest, trust, and preference for your brand's products or services.

PR is when you are talk town, word of the mouth and relevant audience talks, writes, reads, watch about you and i am sure when that is positive it helps in your brand image

En réalisant des communiqués de presse ??cas client?? qui mentionnent ledit client, ou en réalisant des campagnes presse autour d’une étude réalisée conjointement avec d’autres entreprises de votre verticale métier, cela maximise non seulement les chances de retombées puisque potentiellement plus d’entreprises connues des media, et ces entreprises amplifieront aussi ces retombées en les valorisant -dans le respect du droit d’auteur (!)-, et vous feront encore plus conna?tre et progresser en part de marché. Votre nom sera associé à d’autres marques connues dans votre écosystème métier et cela permettra donc aussi de gagner la confiance de nouveaux clients.

A lot of people think PR is all about getting yourself in the paper for free! It’s nothing to do with that. You have to cultivate relationships with media partners and have a proper story to tell. So put some effort in! I see less and less PR specialists, it’s an art and takes time to build momentum. It’s a shame more and more businesses outsource this or expect junior marketing execs to do. Because done properly this business development tool can build trust and loyalty in a brand and drive engagement

Remember that PR and media relations are two different things; strong PR touches content, social, influencer marketing and partnerships. Depending on your sector it can also work in tandem with public affairs. While building relationships with the media is a core element to PR activity, you'll have a far larger stakeholder set than just journalists - ensure that you are aware of every channel at your disposal for consistent and impactful public relations campaigns

In thinking out of the box from all the PR perspectives provided to use PR to gain market share, another factor to consider is knowing your competitors. In my opinion, knowing your competitors strengths and weaknesses could equip PR practitioners with information to strengthen their market expansion objectives. Lots of lessons could be drawn from studying competitors. And the secret is not only studying your giant competitors but considering all in the same industry as competitors regardless of their business size or duration in the niche.