You can look at PR as any activity that helps you manage your reputation, or how the public perceives your brand. Ultimately, this comes down to good and frequent communication. PR is all about an entire process of communication between you and your audience through various mediums. It’s not buying advertisements or paying for people to give your company attention. And that’s why PR can provide considerably more value for you than traditional advertising. You receive attention from a third-party, be it a media outlet or an event or another type of influence. That provides validation and makes the story you want to tell about your brand more believable. Clearly, you have a vested interest in positioning yourself in the best light when the news comes directly from you. By getting press and media attention, a separate entity is sharing information about you. It’s a great way to practice reputation management in a way that lends more credibility to your brand. Public relations rely on earned attention. Which begs the next question: How do you earn attention from decision-makers, media influences, writers and reporters, industry insiders, and event organizers who can all help shine the spotlight of publicity on your brand. PR Agencies give you the ability to clearly, quickly communicate when something unexpected comes up. Most of the PR Agency work is proactive, meaning you’re actively managing your reputation by creating and sharing stories deliberately.
Doing good PR for a Wellness Agency
Wellness and Healthcare PR is a specialized aspect for PR agencies. Look for stories that showcase something new or novel that an audience genuinely needs to know about. Anything that speaks to audiences’ emotions may make good stories, too. You can also look at stories with local significance and pitch to the appropriate publications. Your state’s or region’s leading newspaper may not care that you’re looking to open a new place to promote techniques in wellness and in specific healthcare roles in a specific town but that town’s community would be extremely interested and eager to know what kind of retailer is going to open up shop on their main street. PR and reputation management fails if your communication breaks down. Make sure you can strongly, clearly communicate your story with the press via excellent press releases, pitch emails, and other marketing materials like social media updates and blog posts. The best way to write a press release is to study successful ones. You need to develop real, genuine relationships with the media you want to work with. Influences and content creators of all stripes are busy people. And with so much content to consume already, they’re getting pickier about what stories they run. If you can establish some level of rapport with the press, they will be more likely to respond to you and work with you to communicate your story. This means laying the groundwork a long time before you lay down a pitch in their inbox.