Public relations can be a powerful way for you to build awareness of your brand, connect with new audiences, and build your company’s credibility and reputation.  

However, building a strong public relations plan that gets you the results you want can take a lot of time and effort. 

So, what are some of the best public relations tools you can use to improve people’s perceptions of your brand and/or business? 

Stick around to find out. 

Introduction

Hi, Pop Jots fans and followers. 

I'm Jason Starr, and in this video, we're going to discuss seven public relations tactics you can use to increase your brand’s credibility and reputation. 

But first, if you're new to this channel, welcome! I'm happy you're here. 

On this channel, we discuss all things related to marketing, advertising, and public relations. 

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Public Relations Tactic #1: Press Releases

A press release – also called a news release – is one of the most common and conventional types of public relations writing. 

These articles are usually tied to current events, and can provide a unique and engaging news story to build awareness for your brand.

Some of the places where you can distribute your press release include:

• Radio stations
• TV news networks
• Blogs
• Websites
• And online news distributors 

In Terms of cost, most companies pay between $125 and $1,500 to write a press release, and another $350 to $3000 to distribute it. 

These costs are influenced by factors such as:

• The experience of your writer
• How many media networks you’re distributing to
• And the prominence of each media distributor 

For example, if you want your press release to be featured on Forbes or Business Insider, it would cost more than you would pay to be featured on a local news station’s website.

Some of the advantages of press releases are: 

• They provide a relatively cheap way of getting publicity for your brand
• They give you access to a wider audience across multiple locations
• And they build your credibility by making you look like an industry expert 

On the other hand, press releases provide disadvantages in that:

• You don’t have full control over what parts of your message get distributed 
• There is no guarantee that your message will get picked up due to high competition
• And you can’t use a press release to directly sell a product or service 

Because of these various factors, thes best time to issue a press release is when:

• You want to broadly announce a new idea, event, product, or service
• Or you want to quickly build your  company’s credibility and reputation 

Public Relations Tactic #2: Press Conferences

A press conference is an organized event that allows you to build relationships with news networks and media outlets. 

Their purpose is to help you generate timely news about your organization in response to both positive and negative events. 

For example, if your company has recently made record profits, you might hold a press conference to share the positive news with your local community.  

On the other hand, let’s say your company is suddenly facing an emergency or crisis situation.  

In this case, you might hold a press conference to combat negative publicity and correct any misunderstandings.  

Now, with this type of public relations tactic, it’s a bit harder for me to put an exact price on it since every press conference is different. 

My best guess is that organizing a press conference can cost you anywhere from a few thousand dollars to more than a hundred thousand dollars. 

However, what I can tell you is that press conferences will usually range anywhere from a few thousand dollars for smaller events to a few hundred thousand dollars for large events. 

Some of the factors that can influence how much you’ll pay to organize a press conference are:

• How long it takes you to organize the conference 
• The location where the conference takes place 
• What time of day the conference meets
• How many professionals you’re hiring to keep the conference running smoothly
• And how many journalists you want to invite  

Next, press conferences are strong in that:

• They help you to distribute information quickly 
• They allow you to present your story in a positive way 
• They help you to build stronger relationships with media networks 
• And they make your company appear more professional, transparent and honest 

However, press conferences are weak in that: 

• Organizing them can take a lot of time
• They can require a lot of complex planning 
• And they can make you look bad if you aren’t prepared 

For these reasons, press conferences are a good idea when you want to:

• Inform your community about a special event
• Respond to a fast-breaking news story or crisis
• Or make a significant announcement 

Public Relations Tactic #3: Public Speaking

Public speaking can be an effective public relations tactic because it builds awareness and makes you look like an expert in your industry. 

With public speaking, you have the power to influence people by providing educational content that addresses their various pain points.  

Some of the places where you can give speeches are:

• Community events 
• Professional conferences 
• Charity events 
• Universities 
• And so forth 

And to make things even better, public speaking won’t usually cost you money.  In fact, public speaking can often make you money while also building your influence on others. 

Some of the factors that will influence how much money you can make from public speaking include:

• How famous you are as a speaker
• What venue you are speaking at
• How many people are attending the event
• And the time of year that you give your speech

So, what are some of the strengths and weaknesses of using public speaking in your PR campaign? 

Public speaking is strong in that:

• It makes you look more credible in the minds of those who are listening
• It gives you the ability to present tips, techniques, and ideas in an engaging way
• You can use it to build strong, personal relationships with new customers
• And you get the opportunity to share your message with many people at a time

However, public speaking is weak in that: 

• Many people are afraid of speaking in front of others 
• You don’t always have control over how people respond to your message
• You could risk embarrassing yourself if you accidentally say the wrong thing
• And speeches are time consuming to prepare and produce 

Lastly, public speaking is a good public relations tactic to use when:

• You want to influence many people at once
• Or you need a quick way to build your brand’s credibility 

Public Relations Tactic #4: Events

Events can be a powerful way to strengthen your reputation and promote your brand.  

When you contribute to or participate in events, you get more opportunities to interact with potential customers and network with important people in your industry. 

Some of the different types of events that you can attend, sponsor, or host include:

• Charity Events
• Fundraisers 
• Community Events
• Industry Events 
• Small Trade Shows
• And Launch Parties 

Each of these event types varies in cost from less than $100 to many thousands of dollars, depending on:

• How you are participating in the event
• Where the event takes place
• When the event is scheduled
• What type of event you are attending 
• And whether or not you’re the one hosting the event  

For example, if you’re just attending an industry event as an average participant, you might pay anywhere from $30 to $200 for tickets. 

Or, if you want to set up an information booth at a community event, you might have to pay between $2,000 and $3,000 for that space.  

Then again, if you’re the main host of an event, you might have to pay more than $100,000 to organize and set everything up. 

Some of the advantages of participating in events are:

• They often attract influential attendees. 
• They can help you generate more buzz and get more exposure  
• They give you more opportunities to network with potential customers 
• And they make you look like an expert in your industry

However, events provide disadvantages in that:

• They can be saturated with messages from other brands, making it harder for your message to stand out.
• They are sometimes expensive to organize or attend
• And they can consume a lot of your time 

Because of these considerations, events are a good PR tactic to use when you want to:

• Showcase your company’s ethics, standards, and values
• Build personal relationships with customers in your community
• Or network with other experts in your industry 

Public Relations Tactic #5: Partnerships

When you form partnerships with other influencers or businesses, you gain the ability to leverage other people’s networks to build your audience and grow your brand. 

This success is made possible because people tend to trust recommendations that come from other people over branded messages. 

However, if you’re going to form a partnership with someone, you should choose your partner carefully.  Make sure you pick a partner who has similar goals, values, and traits to you. 

This consideration is important for two reasons:

• First, picking a partner who has similar traits to you helps your brand’s message sound more consistent. 
• Second, your partner’s credibility and values can influence how potential customers perceive your brand. 

Some of the ways you can partner with other companies or influencers are:

• Creating co-branded products
• Collaborating together on pieces of content
• And co-sponsoring charity events 

Depending on how you structure your partnership deal, this type of public relations tactic can range from being free to costing you over $25,000 per interaction. 

These costs are influenced by factors like:

• How popular the influencer or partner company is
• How much of the partner’s time you’re using 
• And what type of material you’re creating 

Some of the advantages of working with a partner are:

• You can leverage their audience to build awareness for your brand
• You can create new forms of engaging content that might not otherwise be possible
• And you can increase conversions on your website and social media pages 

However, working with a partner can provide disadvantages in that:

• You don’t have full control over how your partner portrays your brand
• Your reputation can be negatively impacted if your partner does something wrong 
• And it can be expensive 

For these reasons, the best time to form a partnership is when you want to:

• Work across industry niches to create a campaign that benefits both parties
• Create new content that wouldn’t otherwise be possible
• And increase your brand’s traffic, reputation, and conversions 

Public Relations Tactic #6: Media Interviews

Media interviews are one of the most valuable public relations tools you can use to increase your brand’s influence. 

These interviews are beneficial to your business because they: 

• Help you reach a wider audience than you could reach on your own
• Give you a platform where you can express your brand’s vision
• And they make you look like an authority in your industry 

Some of the places where you can give media interviews are:

• Newspapers
• Magazines 
• Local news stations
• National news stations
• Talk shows
• Local radio shows
• National radio shows 
• Youtube channels 
• And podcasts 

This public relations tactic has varying costs, depending on:

• Who is interviewing you
• What type of platform you are being interviewed on
• And what type of an audience will eventually interact with your story

For example, if you’re being interviewed by a news outlet or radio station, your interview will most likely be free.  

In contrast, if you’re being interviewed by a major online influencer on a podcast, you might have to pay thousands of dollars for their time. 

Some of the strengths of media interviews are:

• They build brand awareness 
• They help you build relationships with more media outlets
• And they increase your credibility in the customer’s eyes

However, media interviews are weak in that: 

• You don’t have full control over what the media source publishes
• It’s difficult to measure the impact that the interview has on your audience
• And there is no guarantee that you’ll get the results you want 

Because of these factors, media interviews are usually the best choice when:

• You want to build instant awareness and trust toward your brand
• And you want a quick way to reach new audiences 

Public Relations Tactic #7: Publicity Stunts

A publicity stunt is an artificially produced event that gets media coverage, captures people’s attention, and generates discussion around a brand. 

This public relations tactic gets attention by pushing boundaries, creating controversy, and presenting information in unique and fun ways. 

For example, in 1996, Taco Bell generated lots of attention when it put out a joke press release.  The release stated that Taco Bell was going to buy the Liberty Bell and rename it Taco Liberty Bell. 

This controversial announcement generated lots of attention at the time because people didn’t like the idea of a Mexican-themed restaurant buying America’s most iconic symbols of freedom. 

However, Taco Bell ended up getting the last laugh because this stunt earned them almost $25 million in free publicity. 

So how much does it cost to produce a publicity stunt?  

Well, it's hard to answer that question in much detail.   

Every publicity stunt comes with different costs.  Some stunts might be almost free to produce while others take a little more time, money, and effort.

These costs are determined by factors like:

• What type of an event or story you’re creating 
• How many people are helping you produce it 
• And how complex the stunt is to plan and execute 

Some of the advantages of publicity stunts are that: 

• They can attract valuable attention that gets your brand noticed 
• They can generate a lot of free, word of mouth advertising
• And they are often less expensive than traditional marketing methods 

However, publicity stunts also provide disadvantages in that: 

• Some people find them to be tacky and annoying 
• They can damage your brand’s reputation if poorly executed 
• And they require a lot of planning and creative execution

Finally, publicity stunts are usually a good idea when you want to: 

• Get increased media attention and coverage 
• Or quickly generate a lot of buzz and hype for your brand 

Conclusion:

So, there you have it.  

In this video, we've discussed seven public relations tactics that you can use to increase your brand’s credibility and reputation. 

Some of the things we've discussed include: 

• What types of public relations tactics exist
• How much each public relations tool costs to use
• And what strengths and weaknesses each tool has 

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Finally, if you’d like help writing a press release or other marketing message for your brand, head over to www.popjots.com/contact, and pick a time to meet with me on my calendar. 

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