Find Your Sweet Spot and Own It
When it comes to PR and your business in general, you want to avoid being a generalist. Find a niche audience or topic and dominate there. The audience will be much smaller, but it will be far easier to stand out. For example, instead of being an expert on social media, pick one platform and define yourself as a thought leader on that one.
You may actually offer a wide range of services in your business, but narrowing your focus when it comes to PR will help make you more credible. Having this sweet spot will make it easy for media and show organizers to get to know you as the go-to expert on that topic.
Whether you’re talking media interviews or speaking engagements, at the core of PR is the stories. The ability to tell engaging and compelling stories about you and your business is critical.
Before you start with any PR, you want to spend time working on your stories. What subjects can you own? How are these relevant? What is your unique angle? Why are you qualified to speak on this?
Nailing down your signature stories gives you a solid foundation for all of your PR and will help position you as an expert. Define three to five stories total and learn them inside and out. Be sure to include industry context and soundbites that you quotable. Mastering your message in this way will help make you look like an expert, even if you aren’t feeling like one quite yet.
Are you ready to step up and own your expert status? Master these basics before you dive into PR and things will go a lot smoother. Plus, you’ll be well on your way to your big PR break.
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