What are the best PR strategies for creating excitement around service innovation?

Storytelling is a powerful tool, and something to include in your stories are your struggles at the beginning. People can relate to that. People can relate to self doubt, intimidation, and not just failure but looking like a failure. Struggles are relatable and real.

Brevity is the soul of wit, and wit sells. The best campaigns we have had can be summarized in a couple of catchy words. It is easy as business owners to get caught up in the intricacies to how an innovation came to be, but try and find the shortest way to convey your story.

Learn short form content. Video. People are attracted to people? Not symbols (unless you’re Apple or worldwide brands) and people are attracted to personality. You have the ability to reach millions of people around the world with your personality for absolutely free!

Niche based advertising has fantastic ROI. Who is going to use your service? Do they gather in certain groups or on certain platforms? Once you find a niche, you can create custom content that speaks to them and your results will be much better than a random YouTube ad you show to everyone.

In terms of engagement, what you feel might not be important or interesting might be exactly what people are looking for. I worked with a firefighter who was putting out some content and was struggling. I was at his fire hall and even uploading pics of the trucks, ladders, all the coats and boots liked up, hoses folded etc are extremely interesting to the average citizen but something a firefighter may find uninteresting. He started posting those things and his engagement took off.

I find advertising and marketing extremely interesting. It is a puzzle! Where are your competitors? Where are your customers? Sometimes the best advertising is the one no one else uses. We have had a ton of success off of direct mail postcards, almost exclusively because no one else in our industry is advertising that way. Get creative!

Building relationships mean stepping outside of your target zone and networking. Social media posts are great, but live videos which allow the poster to interact live go a long way in forming relationships through trust.

Customer relations that is what it is all about knowing them and what they buy and knowing there needs and what they don't use or dislike

Everything can measured through analytics. Clicks on websites, posts, videos, etc. but when you meat a supporter or client and they already feel like they know you because of the content you put out, and they have a comfort level with you, then you know it’s worked.

You’re gonna get pushback, and it’s usually from within. Don’t engage, don’t get in a spat online, just accept it and move on. It’s normal.