It’s 2019, so it goes without saying that the majority of us out there are very connected to our digital worlds. From loads of daily emails and time spent social media browsing to researching, networking, and everything in between, it’s hard to imagine a professional or personal life that’s disconnected from the world.
Four Ways to Help Your Client Stand Out Online As Women in PR
Here are four things you can do to make sure your client is standing out on the world wide web:
1. Make Sure Your Client Is Everywhere Their Targets Are
Whether it’s social media channels such as Facebook, Twitter, Instagram, or even Pinterest and Snapchat, take a look to see if your client is everywhere that a potential customer or member of that industry’s media might be.
These channels should be in place from day one, and should be constantly updated to reflect what’s going on with your client. You want the media to be part of their online network, so make sure your client is connecting with relevant outlets and reporters to boost their community standings. When someone is searching for your client, it should be easy to find them. Give it a test! Run a quick search online and see what comes up. Is a competitor beating them out? If so, work with your client on ways to increase their online presence.
2. Make Sure Your Client’s Website Is Media-Friendly
Regardless of what industry your client is in, their website should make it easy for people to understand who they are and what they do. Sections should be clearly laid out and carefully explained. Members of the media have incredibly short time spans to get their stories done, and if your client’s website isn’t press-friendly, it’s going to be much more difficult for media to learn about them and cover them.
3. Make Sure Your Client Has an Awesome Press Section on Their Website
One vital part of a great website is the press section. Make sure your client has a dedicated press page on their website, which hosts press releases, announcements, and other coverage. Everyone coming to your client’s site, whether it’s a potential customer, reporter, or someone looking to connect with them, will benefit from this information being readily available. Your client is doing great things, and this makes for a great trophy wall to show it all off!
4. Make Sure Your Client Is Engaging With Their Community
Your client has an awesome, press-friendly website and is present on every social media site out there. Fantastic! Now don’t let all of that hard work go to waste! Make sure your client is putting out engaging content. It’s great for them to build their network numbers-wise, but it’s equally as important that they engage with their community and show a vested interest in the industry as a whole, and not just about themselves or the work they’re doing.
Position your client as a thought leader! Have them ask questions and fuel the conversation. It may feel overwhelming to manage so many channels, but once you and your client get the hang of it, it will become second nature. Take baby steps and be mindful of the fact that there are always opportunities out there for your client to make their mark. Having a pristine digital presence is key, and if you follow these four steps, you’ll be amazed at the results!
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American Women in Public Relations™ (Women in PR USA®) and Canadian Women in Public Relations (Women in PR Canada) has been formed to enable groups of public relations women leaders across the Americas to come together to share ideas, contacts, experiences, and to advocate for major issues directly affecting women working in the PR industry today.
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The Organization of Canadian Women in Public Relations (Women in PR Canada) and American Women in Public Relations (Women in PR USA) is a network of leading business women striving for excellence in the field of public relations. Together, our organizations form Women in PR North America.