3 Essential Online PR Activities for Your Business

Creating a PR plan for your company or organization can help set a solid foundation for current and future marketing efforts. To put things in perspective, you can view your company’s PR plan as a response to internal and external events and a way to keep your audience and other important stakeholders informed. You can either generate brand equity for your company or defend the most important asset: your reputation. Below are three key PR activities that your company can implement over time to help find new opportunities and stay relevant.

News Release Schedule

PR news releases let your business make announcements to the media about events that impact your industry, employees, and stakeholders. This tool can also be used to give news reporters and journalists quick ideas for new stories that impact local communities or larger populations.

You can start building your PR calendar by planning out news releases at the beginning of the year and revising stories as the year progresses. To capture the attention of news reporters, keep your news release relevant to a current event or issue and send it out promptly. Make sure that you write your news releases using the Associated Press Stylebook to make it easier for journalists to extract story headlines and quotes for publication or a news segment.

Never send out news releases on a Monday, since it tends to be the busiest for news, or a Friday when your audience may be focused on the upcoming weekend. Once you have scheduled and written your press release, send it out on to industry specific news wire services or target journalists that specialize in reporting on a particular subject.

Blogging

blogging-for-pr

Your company’s blog presents the ideal opportunity to establish leadership and expertise on a particular subject. You can start your company’s blog by asking upper management or other employees that may have interests on a topic that is relevant to your audience. A good way to kickstart this effort is by looking at other blogs from similar companies to see what topics they’re covering. However, always remember to write original content. If you want to write about the same subject, find another angle, or include a current industry report or an expert opinion that adds value to your audience.

Just like with your news release schedule, you can keep track of your blog ideas in a calendar to keep a steady flow of fresh topics for your company’s website.

Crisis Management

Social media is an amazing tool to engage your audience with new content and build new relationships. However, it also poses a significant risk for companies as negative news or external factors such as account hacks can tarnish reputations in an instant.

Burger King’s Twitter account was hacked to display the McDonald's logo and included racial comments and references to illicit drugs.

Burger King’s Twitter account was hacked to display the McDonald’s logo and included racial comments and references to illicit drugs.

Establishing a crisis protocol for your company’s social media accounts is essential. Your response to a social media crisis should be thought-out and acted on quickly. Unfortunately for many businesses, using a PR statement to issue an apology is no longer an option. You must address your audience directly and authentically, or you could risk losing control of the conversation on other blogs and forums. However, you should avoid escalating the situation and drawing attention to issues that pose a significant threat to your company’s online presence. Some issues can be resolved by simply providing customer support in a private message or issuing statements that assure the audience that you are investigating the issue internally.


Implementing these three components to your company’s PR plan is an essential step towards establishing and achieving your marketing goals. It is important to keep in mind that your company’s online reputation involves content strategies and social media management that are maintained and monitored over time. Contact our team at Leverage Marketing to find out how to our services can help your company.

Madeline Jacobson

Madeline Jacobson

Digital Content Team Leader at Leverage Marketing
Madeline is a writer and Digital Content Team Leader for Leverage Marketing. After receiving her B.A. in English, she moved from Washington state to Austin, Texas, where she worked as an AmeriCorps volunteer and college prep coach before pursuing a career in content marketing. When she's not writing, she enjoys running, attempting to cook, going to trivia nights, and exploring Austin.
Madeline Jacobson
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