If you’re looking to grow your business, PR can be a key ingredient in your marketing mix. PR can not only drive brand awareness and amplify your core message but also introduce you to new prospects and customers.

However, if you are still relying on “old school” methods (sending mass-emails or snail-mails to newspaper editors) you may need to modernize your approach. Incorporate a few social-media tactics into your strategy, and you’ll dramatically increase your chances of being seen by the right influencers and editors.

Create “shareable” content. When crafting content you are hoping will gain traction, think about the story behind it. Stories sell. The most attention-grabbing stories include these characteristics: They’re clear, compelling, concise and consistent. Also, consider the types of articles your influencers have posted about. Reach out to them regarding those articles and offer a different point of view. Or perhaps ask if they would be willing to provide material for your piece (and credit them, of course).

Beyond words. Just as PR has evolved, so has the way we share news. Make your news stand out by including content that goes beyond words. Consider posting your newsworthy infographic, video, image, podcast or pre-recorded webinar.

Be consistent. Remember consistency is key. Journalists and influencers get tons of pitches every single day. If your pitch is not relevant to them right now, it doesn’t mean they’ll never be interested. Develop a rapport that will keep you top-of-mind for when that magical media moment happens.

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