The cost of living crisis is putting a strain on businesses and consumers alike. With budgets tightening and spending habits shifting, companies need to adapt their strategies to stay afloat and even thrive. This is where public relations (PR) can play a crucial role.
Maintaining brand visibility
By securing media coverage, sharing thought leadership content, and connecting with your audience, you can maintain brand awareness and remind consumers of your value proposition.
Building trust and credibility
During tough times, consumers gravitate towards brands they trust. PR can help you build that trust by positioning your company as an authority in your industry. Sharing expert insights, addressing consumer concerns, and demonstrating your commitment to social responsibility can strengthen your brand’s reputation and foster loyalty.
Connecting with your audience
The cost of living crisis is a shared experience. By using PR to communicate empathetically and transparently, you can connect with your audience on a deeper level. Share stories of resilience, offer practical advice, and create a sense of community around your brand. This can lead to increased customer engagement and advocacy.
Driving targeted traffic
PR can drive targeted traffic to your website and social media channels. By optimising your PR content for search engines and strategically distributing it across relevant platforms, you can attract potential customers who are actively seeking your products or services.
Generating leads and sales
While the cost of living crisis may lead to reduced consumer spending, PR can still generate leads and drive sales. By showcasing the value and relevance of your offerings, highlighting special promotions or discounts, and nurturing leads through targeted PR campaigns, you can continue to grow your business even in a challenging market.
Digital PR
Digital PR is particularly important during the cost of living crisis. By focusing on SEO-friendly strategies like securing backlinks from high-authority websites, you can improve your online visibility and reach a wider audience without breaking the bank.
In conclusion, PR is not a luxury but a necessity for businesses during the cost of living crisis.
Tips for DIY PR
Craft a compelling story: Share your founder or brand origin story or look for case studies who your business has helped that the media would love.
Identify your target audience: What media does your target audience consume? This is the most important question as it will help you to create your whole PR strategy effectively.
Build relationships with journalists and influencers: Focus on the industry or industry that is relevant to your business and target the journalists, producers, and reporters with your customised pitch. Build relationships with the media so that they save you as their go-to expert for your industry.
Create high-quality content: Ensure you have a well-crafted press release, pitch and assets such as headshots and photos relevant to your business. Create a media kit that you can share with the media.
Leverage social media: Maximise your coverage by sharing it on socials. By doing this your content is automatically more credible and you are building brand awareness and connection in a genuine manner.
Monitor your results: Set up Google alerts and monitor your media coverage so that you can optimise it when it comes out by sending it out in your newsletter, showcasing it on your website and on your socials.
Be patient and persistent: If an angle does not work or a press release or pitch does not get picked up, try again. Have a thick skin and follow up but don’t annoy the journalist. PR will teach you the skills of patience and persistence.
By investing in strategic PR efforts, you can maintain brand visibility, build trust, connect with your audience, drive targeted traffic, generate leads, and ultimately, weather the economic storm.
