To relate & act in real time and with relevance

Public relations. Relating to your public. Sometimes business leaders and marketers forget what this critical tool in the marketing arsenal really is intended to do – build relationships and relevance between your company and consumer. Yes, it can help sell or drive action, but its super power is relationships.

How do you build authentic, meaningful connections that lead to long-term loyalty? You have to earn it. You have to work at it. Investing in PR for your company or product isn’t a flash-in- the-pan one time thing. Consistency is critical. But most importantly, to build relationships, you must be relevant and relatable.

Ever meet someone at a party and they only talk about themself? They don’t try to get to know you, ask about your life or what’s important to you. Chances are you won’t be interested in talking again, and it’s even less likely you’ll be interested in a relationship. Businesses need to think of PR the same way – talk less about you and way more about them.

With paid media and traditional marketing, you control the message – you’re paying for it. This is where you can push harder on your sales message or product features. With PR, you must earn the opportunity – earn the media coverage, headline clicks or engagement on social content. Understand what your customer is thinking about. Right now. Move beyond just an audience insight, but – what do they care about this week, this month? What’s going on in the news or culture that matters to them? The best way to authentically relate to someone is to show you get them and connect to what’s relevant to them. Right now.

Did I mention right now?

A key tenet of a modern PR strategy is real-time actions and short-term planning. With a few exceptions, planning your PR program or an editorial calendar a year or even six-months in advance is for the dinosaurs. When you plan that far out, you’re more likely to focus too inward and it leaves little room for in-the-moment reactive opportunities. Sometimes the word reactive has a dirty connotation in marketing, but being savvy with reactive engagements or storytelling that brings your brand into the center of what everyone is talking about is a smart way to create relevance and relationships. arning: this isn’t easy. It takes practice and creativity. And it requires consistent observation of news feeds, headlines and trends. And a strategic filter for your brand or product – how could or should you fit into what’s happening right now?

Investment in this piece of the marketing puzzle pays dividends long term. Being relevant and relatable grows affinity for your brand over time, not to mention keeps you top of mind. The greater affinity and awareness, sales will follow.