Why Working With a Black PR Professional Matters

Working with a Black publicist in the UK can offer numerous benefits and insights, particularly when it comes to understanding and effectively navigating Black British culture in the context of public relations.  A Black publicist is most likely to have a deeper understanding of Black British culture, including its traditions, values, and sensitivities. This knowledge is crucial in developing PR strategies that resonate with the target audience and avoid cultural missteps or misunderstandings.  There have been so many instances where I have seen unnecessary PR crises occur because the teams behind the PR campaigns have very little understanding of cultural diversity due to cultural insensitivity or lack of awareness. Hiring Black PR talent or hiring a Black publicist can help mitigate these risks by providing cultural insights and guiding the team toward more informed decision-making. With the caveat that Black British communities are not a monolith - a good publicist/PR professional will know that there are a variety of African and Caribbean diasporan communities with their own unique experiences, cultures and traditions. 

In terms of representation of brands, particularly brands and public figures with primarily white audiences, Black publicists can provide authentic representation and perspectives within the media and PR campaigns. They can ensure that diverse voices are heard and that the portrayal of Black public figures and communities is accurate and respectful.

I love networking - not necessarily the act of networking but of the impact it can have on our relationship building and widening our community circles. As a Black PR professional/publicist I have built an extensive network within the Black British business and media community. These connections have been invaluable when planning events, securing media coverage, or partnering with influencers or community leaders. This is something that many other Black colleagues in the sector have on also benefited from in their own experience. 

A Black publicist/PR Professional with their fingers on the pulse can keep their clients informed about the latest trends, issues, and discussions within Black British communities. Staying up-to-date with these insights is essential for creating relevant and timely campaigns that speak to Black diasporan audiences.  Black PR pros can use these insights to develop strategies that resonate with audiences, leading to increased engagement and positive brand perception.

In recent years, there has been a growing emphasis on diversity and inclusion in the corporate world. Working with a Black publicist demonstrates a commitment to GENUINE inclusivity and can help companies avoid tokenism and greenwashing. Organisations like BME PR Pros and UK Black Comms network are also part of the progressive leadership disrupting the PR industry to drive genuine and tangible change.

Black publicists can help bring attention to positive stories and accomplishments within the Black British communities. This can help counter stereotypes and promote a more accurate representation of Black people and their contributions to wider society. That is not to say that our role is not to help share the truth; there are stories that need to be told even if they make people uncomfortable but Black PR pros can at least provide balanced perspectives when working with the media and undertaking media relations campaigns.

Working with a Black publicist in the UK can lead to more culturally sensitive, relevant, and successful public relations campaigns. Our insights and expertise in navigating Black British culture can help companies foster genuine connections with diverse audiences while promoting inclusivity and understanding.

Learn more about the services that Ariatu PR offers in engaging with Black British Communities here. 

Why Press Releases are Still Relevant for Small Businesses

There are some parties that argue that the press release is dead and whilst it’s not the be all and end all of telling your business story it is still useful and relevant when publicising your business stories. In my eGuide - How to Write a Press Release and Get Press Coverage for Your Business I show business owners how to write a release but in this piece I wanted to share why they’re relevant in the first place. A press release is an official summary document providing insight and information into a story, update, launch or announcement relevant to an organisation.

Press releases help small businesses gain visibility and reach a broader audience. When a business story is summarised using a release and then pitched to relevant media outlets it can attract the attention of journalists, producers, editors, bloggers, and influencers who may be interested in covering the story. Compared to traditional advertising or marketing campaigns, using a  press release as part of a PR media relations campaign can get traction for a story in an “earned” fashion, i.e. an editorial decision has been made rather than an invoice has been paid to feature the business. So it can be a relatively inexpensive way to raise awareness of the business. This makes releases an attractive option for businesses with limited budgets. As we know there are no guarantees that your story will be featured; you have to be mindful of the fact that your story not only has to be newsworthy but it also has to be timely; however the process of using a release can help engage relevant media.

Press releases enhance the credibility of small businesses by presenting their information in a professional and structured format. When published by reputable media sources, it adds a level of trust and legitimacy to the business, especially for potential customers, investors, and partners. But even if the story contained within the press release doesn’t get featured by the press it is useful for content creation and internal communications for the business itself. As mentioned, if we look at press releases in terms of content they can improve a small business online presence and search engine optimization (SEO) through digital PR tactics. When optimised with relevant keywords and distributed through online channels, press releases can generate backlinks to a business website, improve search engine rankings, and increase organic traffic.

One of the most important purposes of a press release is the way in which they allow small businesses to craft their own narrative and share their unique story. They can highlight new product launches, innovative solutions, awards, partnerships, community involvement, or other notable achievements. By telling a compelling story, businesses can captivate media attention, engage their target audiences and solidify their reputations. 

You don’t have to write a full press release to get your messages across to relevant stakeholders and audiences like direct emails, social media and video content but press releases are  still relevant, their effectiveness can be enhanced by integrating them into a comprehensive PR strategy that includes social media, content marketing, and other promotional activities. As long as you have a story to tell then a release is a great way of getting your messaging across and communicating your brand narrative effectively.

How Entrepreneurs Can Use a PR Strategy to Grow Their Business

Whenever a potential client wants to engage Ariatu PR on a campaign one of the first things we highlight is the importance of having a Public Relations strategy. A PR strategy provides a framework by which a client can achieve their goals, it gives a client direction. Whether a client’s primary goal is to change brand direction, overcome a crisis or open up to new audiences; having a clearly defined set of tactical steps which can be measured and reviewed overtime can empower entrepreneurs and even help their businesses to grow.

 Entrepreneurs can effectively utilise a PR strategy to promote and expand their business and improve their brand reputations through identifiable PR activities and tactics. These activities can help build brand awareness, enhance credibility, and attract customers.

An important first step is defining what your business goals are.  Start by clearly outlining your PR objectives which could include increasing brand visibility, generating positive media coverage through media relations, establishing one's personal brand through thought leadership, or improving your business online presence via digital PR. Setting specific, measurable goals will help you design a focused PR strategy. 

Once you know what your goals are it’s important to identify your “public”, the P in PR - who are your target audiences?  Determine the key stakeholders you want to reach, such as potential clients/customers, industry influencers, investors, or communities. Understanding your target audience will guide your PR messaging and the platforms & channels that you will use to share your messages. This seems obvious but all too often entrepreneurs neglect to undertake the necessary groundwork to understand who their audiences are (remember that even if you have a key primary audience there will be multiple secondary audiences who are important to the growth of your business.) Think about your favourite celebrity entrepreneurs; Oprah, Richard Branson, Sara Blakely to name but a few - all have multiple layers of audience beyond their consumer base - they have those who want to buy from them, those who want to learn from them and those who want to be inspired by them. Think about who your audiences are when creating your strategy.

Media relations is a key part of PR as it is one of the most effective ways of reaching your audiences as well as solidifying your brand reputation. Understanding how to build media relationships is crucial, establish relationships with relevant journalists, bloggers, and influencers in your industry. Engage with them on social media, attend industry events, and personalise your interactions. Offer them exclusive content, expert insights, or access to your products/services to increase your chances of media coverage.  Develop a comprehensive press kit that includes a well-written press release (our eGuide can help with this), high-resolution images, relevant company information, and key contact details. Make it easily accessible on your website or a dedicated press page.  Share your stories and news through various media channels  guest articles, or op-eds and be willing to engage with the press (you might require media training to prepare for this).  Utilise both traditional media (newspapers, magazines, TV, radio) and digital platforms (blogs, podcasts, social media, online publications) and tailor your content to suit each platform and reach a wider audience.  

In order to really get the attention of the media you need to develop engaging narratives that highlight your unique selling points, accomplishments, or industry expertise. Stories could revolve around your business journey, innovative products/services, award wins, disruptive new releases and customer success stories. Aim to create stories that resonate with your target audience and differentiate your brand from competitors.

Another important part of a PR strategy is ensuring that social media is incorporated in a dynamic way. Establish a strong presence on social media platforms that are popular among your target audience. Share engaging content, industry insights, updates, and news about your business as well as commentary on trending, relevant topics. Engage with followers, respond to comments, and address any concerns promptly. Ensure that you regularly monitor online mentions of your brand and promptly respond to any feedback, reviews, or inquiries. Addressing customer concerns and maintaining a positive online reputation are crucial for business growth particularly as it pertains to your PR strategy. 

Keep track of the outcomes of your PR efforts by monitoring metrics like media mentions, website traffic, social media engagement, lead generation, and customer feedback. Analyse the data to assess the effectiveness of your PR strategy and make adjustments as needed - if you’re doing your own PR it might be worth engaging a PR coach or getting an external review to help with this.

Remember, consistency and long-term commitment to PR efforts are crucial. Building a strong brand and growing your business through PR takes time, patience, and continuous effort.