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(This is the transcript from our new video so it may not read as well as a normal blog post would)
Hi, I’m Ruth, and today I’m going to talk to you about how to engage with key influencers. I’ve come up with a handy acronym to help you out. And that’s SAR, OK, so the first one is segmentation.
You probably already know who you want to be working with in terms of publications and sites. But it’s really, really important to make sure that you’re connecting and working with those key individuals. So if you software like Gorkana you can hone it down, not only to the site or the department, but to that one person that’s going to be passionate about what you’re working on.
OK, so the second point you need to remember is approach. There isn’t a one size fits all approach when it comes to PR. It needs to be very much an individual thing. For example, if you send something to someone working in the finance sector, that’s not going to work for someone that works in women’s lifestyle.
So make sure that your approach is tailored to that publication and even to that individual. OK, so our third and final point is relationships. In PR and in journalism there needs to be a mutual beneficial relationship there. It can’t just be a hard sell.
You’re trying to make your way in the world, but so is that journalist. So make sure that whatever you’re offering them is not only relevant to them, but it’s also going to help them out. And then for you, it means that next time you’ve got something that’s relevant to them, they’re more likely to work with you.
So it really is worth putting in the time and the effort to build those relationships with those key influencers. OK, so now you’ve got your handy acronym of SAR, segmentation, approach and relationships. That’s going to help you achieve great things with your PR. If you have any questions that you want to ask, then please leave a comment below and I’ll get back to you as soon as I can.