PR strategies often focus on introducing new products, sharing company news, or promoting events. Including these announcements in any PR program is essential, and we invest time and effort in creating them for our clients.
However, launches or announcements are specific moments that can immediately increase visibility, website traffic, sales, leads, or other objectives.
The PR team celebrates these successes during the peak moments, but what happens afterwards?
After the peak moment, top creative PR agencies in Dubai must maintain momentum and capitalise on the attention garnered during the launch or announcement. They should continue engaging with the audience, monitoring feedback, and addressing concerns.
That's where sustainable PR comes in. Sustainable PR does not mean 'green' PR. It means to be active consistently on all platforms. Sustainable PR implies concentrating on the time between announcements, events, activations, and product launches.
However, the truth is that many businesses, particularly those in the inception and development stages, don't have much news. They don't have enough material to make announcements about new clients or employees every week or month.
What can be done to sustain the PR approach, and what are its advantages for an organisation's image?
Engage in Thought Leadership
Establish your organisation as a thought leader in your industry. Create and share valuable content that showcases your expertise and insights. Engaging in thought leadership positions your brand as an authority and fosters credibility and trust among your audience.
Monitor and Respond to Feedback
Feedback from your audience is invaluable in shaping your PR strategies. Monitor social media, reviews, and other channels for feedback, both positive and negative. Address concerns promptly and professionally, showing your dedication to customer satisfaction and continuous improvement.
Measure and Analyse Data
Metrics are effective tools for storytelling, but they go beyond the apparent. Consider what your data can tell you about the frequency, mode, or location of your customers' product use. And how can it assist you in developing more in-depth narratives about your target clients or society?
Use key performance indicators (KPIs) such as media coverage, website traffic, social media engagement, and customer sentiment to gauge the impact of your strategies. This data will guide future decisions and improvements.
Trend-riding
Research the latest PR trends in your sector. Can you incorporate your product or service into a bigger conversation?
Answering this question and developing content around the recent trends that can be pushed online may be a great way to meaningfully engage with your audience and keep your brand alive.
Way Forward
Awareness doesn't just increase. It's sustained over time. Brands also experience increased website traffic, social media engagement, voice and authority within their sector, and media attention through sustainable PR.
Sustainable PR also provides sales and marketing teams with extra resources to help in their efforts for an enterprise/B2B business.
Most clients won’t have endless news to fuel ongoing PR. That ought to be irrelevant with a viable PR strategy.
Articles emphasising company news, product features, thought leadership, and owned content that establishes your authority as a resource are examples of material that can sustain your PR strategy.