3 Small Ways to Add Big PR Value
These days, everyone is trying to get more for less. And when you’re a public relations practitioner, that especially includes your clients. We’re in a recession, so smart business owners are out to get more than their money’s worth. Clients want to see the impact of each dollar spent.
But what can you do to add value to an existing public relations contract without investing too many precious hours that you don’t plan to bill? Here are a few ways to easily add components to your contract and enhance the public relations work you’re already doing. Tip: Assign these tasks to a PR intern who is eager to learn.
Set Up a Facebook Fan Page
The new Facebook Fan Pages are much better than the old Facebook groups because they allow you create a profile for a business much like you would create a profile for yourself. Fan pages allow businesses to list standard business info like hours of operation, web address and phone numbers, as well as update the status bar to answer the “What are you doing?” question much like you would do on Twitter. I like the fan page because it allows business to combine the lightweight functionality of Twitter with a photo gallery, video, and more. The client can update their fan page to quickly reflect changes in hours, menu, prices, sales, promotions, etc. The client can also upload photos to show potential customers the interior of the establishment, etc.
Offer to Set Up a Blog
I happen to love setting up blogs for clients because I’m a writer and content is my middle name. If you’re a writer, researcher, or creative type (which you are if you’re in PR) suggest helping your client set up a blog focusing on their industry. But be sure to make the blog industry and solutions-focused, not company service-specific. Readers don’t want to feel like they’re getting sold; they want to feel like you’re helping them solve a problem.
Your client may want to build out a blog section as a part of their custom site. If not, there are tons of free blog publishing platforms out there, so the investment will be nominal. My personal preference is WordPress, but there are a few other blog services that offer powerful publishing capabilities for little or no cost.
Setting up a blog can be time consuming though, because you want to get the colors, design, fonts, headings, and taglines just right. If you need some help on this, subcontract some of the content development out to a professional writer. Be sure to suggest topics for your client to blog about, or be prepared to provide the first few posts to get the ball rolling.
Set Up a YouTube Channel
Another easy, free way to get your client maximum exposure is a YouTube channel. Take the blog beyond mere words by embedding video. Bonus: Once you upload your video on YouTube, you can tag it with keywords to make it instantly searchable. This, of course will aid in SEO-one of those ROI factors clients love. Videos are also a great way to incorporate “how to” messages, product demonstrations, on-site facility tours, employee interviews and more. There really is no limit to where you could go with video. And again, since YouTube is a free service, the investment is only your time.
What have you done to add value for your clients?