Why there’s still plenty of room for the personal touch in cyberspace.
If you caught our previous post on the power of communication, you know the importance of media and public relations isn’t lost on us. Making the right impression and building positive relationships are essential in every walk of life, and doubly so for business. In the digital age, the opportunities to excel at both are fantastic.
However, even amid the vast arena of cyberspace, there’s still a place for more traditional ways to connect. Read on for our insight into entering the spotlight, influencing people, and maybe even making some friends along the way.
Public relations and the art of blogging
The humble blog is one of the most powerful tools in the public relations toolbox. They’re an incredibly versatile way to package your thoughts, ideas, and identity in a personalized way. The world is estimated to contain a billion websites, with 350 million of those being blogs on the Tumblr platform alone. A further 12 million people blog in various capacities via other social media platforms like Facebook. For a business looking to promote themselves, the benefits of a blog are huge:
- The average company with a blog receives 97% more inbound links
- Websites that contain a blog have 434% more indexed pages
- Blogs lead to 67% more views and leads
- Blogs have been rated as the fifth most reliable source of information
That last fact (via blogging.org) is a very important one when it comes to media and public relations. It helps a business create a strong image of not only personality, but of professionalism and knowledge in their field. Blogs are also an ideal way to give to your readers. Whether it’s industry insight, free gifts like white papers, money-off codes, or just good old-fashioned entertainment, your blog can boost your reputation while being something people benefit from.
Don’t worry if you don’t feel you’re much of a writer. Putting a video on your blog not only gives people a face to match the name, you’ll be helping out almost 50% of the public who look for them before visiting a store.
TV is more powerful than ever
Television is everywhere! It’s on your cell phone, it’s on your laptop and tablet and, oh yes, it’s still on the wall. It’s true that traditional TV time among the 18-24 demographic is dropping, but that still adds up to over a hefty 12 hours a week of TV watching. As the age demographic increases, so does the amount of time spent viewing.
It really doesn’t matter which type of screen you’re being viewed on: when you’re a business, it just counts that you’re being seen. Niche/specialty shows are among the most popular on the air. If you’re able to get yourself some airtime on a show that specializes in your desired audience, you’ll be ahead out of the gate. The viewers will already be interested in what you can provide. All you have to do is share the very best of yourself to make a great impression.
We’ve learned this from personal experience: our appearances on Good Morning America, The Food Network, and QVC helped get our cakes and our brand in front of national audiences and continue to spur interest by consumers and companies alike.
Getting in front of influencers
Putting your business directly in the line of sight of the public can be a struggle. Getting attention from journalists, bloggers, and others capable of influencing media perception of you is a big help. You can find them by first studying who is influential in your field. The key to success here is that word again: niche.
Who does your own desired audience follow or trust? If you can manage to get yourself mentioned by these influential parties, your public and media profile will benefit by association. You can search out influencers using their social media profiles.
In our case, we’ve been fortunate enough to not only be featured in national magazines, but through our catering events and features at food festivals, we’ve reached a number of media influencers who’ve helped us continue to grow.
The human touch endures
You can send a text, email or video clip in the blink of an eye…so why would the old-world notion of a handwritten “thank you” note make any impression to a modern customer? The fact is, it makes a positive impact on your business relations that can hardly be overstated.
Consider the company who wrote 13,000 of them to their customers and went on to success as a result. Giants like Hallmark (who should know about handwritten things) rate such notes very highly. Business-savvy media like Entrepreneur praise the handwritten note for demanding focus and reinforcing fond tradition.
To take it one step further, if you have a product you can distribute to the press via media outreach, a tangible sample or gift can make a huge impression in this age of emails and digital press releases. We also encourage our corporate clients to use our cakes to cut through the clutter and reach influencers, media, and loyal customers to help spread the word about their business.
We’re living in the best of both worlds when it comes to cultivating media and public relations. You can be everywhere in cyberspace, at any time, for everyone. Traditional methods of reaching out are far from being redundant; they’ve only increased in value. When these approaches are combined with confidence in who you are and what you can give, your reputation and relationships are set to grow and grow.
At We Take The Cake, we understand the personal touch. For over twenty years, we’ve continued to craft each cake by hand using only the finest ingredients. We are proud to include among our customers nationally recognized caterers, party planners, private clubs, world-famous hotels, and exclusive resorts. If you’d like to find out more about how we can help your business make an impact, drop by our contact page and get in touch!