Public relations is a somewhat fickle craft to master, but you can certainly learn as you go. I think many PR professionals do just that, on top of having some already learned expertise. A great way to do that is to experiment with tools online and to ask others for advice. People who have done it before you usually welcome questions and will answer if they’re able to. There is a lot of trial and error, and a lot of learning. There is no magical formula that will work for all companies since each company and each situation calls for a specific and personalized plan. Some tactics will work better for some companies, so really researching what works best for you and your current needs is crucial.

Some tactics to consider when creating a PR 2.0 plan for your company:

1. Utilize social media. I may be running this idea into the ground, but it is an important idea to remember. Social media is an awesome tool, opening the doors for companies world-wide to reach niches and ignored markets that were previously inaccessible. Social media also makes it possible to reach the already tapped markets by being a personified company interested in interacting with customers. This can make the difference between a customer using your products or services or those of a competitor.

2. Optimize your copy. Use keywords that customers search for. Avoid using keywords that don’t make sense to use. Instead, use the long-tail keywords that will attract the Internet users you want. For example, a keyword I could use here on this blog could include something like: “how to write a press release”, “sample of a press release”, “writing for public relations materials”, etc. These longer phrases will capture the visitors I am looking for (the ones who are looking for ideas on those phrases), and I can offer them exactly what they’re looking for. These long-tail keywords will make up the bulk of your traffic, so really pay attention to them. (For more information on the long-tail keywords, click here.)
3. Engage your customers and visitors. This means making calls to action clear, meaning that your visitors’ next steps should be visible, understandable, and attractive. Should they click on a link on the side-bar? Should they leave a comment, download your eBook? If so, make it clear that that’s what they should do next! Remember, too, that attention to detail makes a world of difference. If they download your eBook, thank them! If they leave a comment, reply and share it on your social networking accounts to increase participation. Encouraging interaction is the first step.
4. Being responsive, being there. Being present in all aspects of your online participation can make or break your success online. A company who sits idly as customers ask questions or interact with one another is sure to fail in this area. Know that your customers usually ask questions or raise a concern with the hopes of being answered. If you are unable to address their concern or answer their questions, try to respond anyways. You can refer them to someone who may know, or tell them what you can answer. This is better than ignoring their inquiries.
5. Be genuine and real. This can greatly help to build your credibility. Being a transparent, open, and honest company is really best in the long-run. While you may be able to fool your customers in the short-run, your company won’t last long. The truth finds its way out, and customers aren’t usually ecstatic to hear you’ve been untruthful.

The key idea to remember here is that social media is not a part time job; it requires your attention, constant use, time, and energy. Companies can quickly lose customers or web traffic by being a part-time PR 2.0 user. Simply using the tools the Internet has available will greatly improve your expertise and will make you more comfortable in using them. Remember that everyone who began using an Internet or social media tool was inexperienced and a novice. It takes time to really understand the benefits of a tool, and the best thing to do is to just start using them.

How did you become comfortable in the online world? Click on this post’s title and leave a comment!