Photo via paolopv.com
July 13, 2015: PR strategists understand the power of influence. A voice with enough clout is heard and heeded, even by ears that previously seemed to have been deaf. As the New York Times this week said, “When Taylor Swift speaks, even the most powerful company in the world listens.”
Taylor just took on arguably the biggest and most formidable music giant in the world – Apple – and she won. The world’s been waiting for Apple to premiere its music streaming service, and Apple’s plan to launch a free three-month trial period of the service did not include paying royalties to the artists whose work fills its music library. Taylor wrote a letter to Apple on her Tumblr, explaining to readers that without royalties, the writers, producers and artists won’t get paid for a quarter of a year’s worth of plays of their songs, and that many of these artists aren’t megastars like her – many of them are independent artists, just starting out, working tirelessly to build their careers. Apple’s response to her letter was immediate: the royalties policy was changed.
This was not Taylor’s first tangle with a music streaming company over royalties. By listening to Taylor and paying their dues, Apple avoided a PR disaster similar to what Spotify went through when Taylor challenged them over royalties in 2014. Perhaps Apple understood that a PR crisis might cost the company more than paying all those royalties would.
Taylor’s huge, devoted, international fan base makes her a voice of authority, which gives her influence that is enhanced by the visibility of her messages, thanks to the scope of her fame. Voices of authority have the power to influence because consumers trust their opinions – that’s why having a trusted voice of authority on your side can work wonders for your business. Among all the existing print, broadcast, and internet media outlets, there are some that are generally considered reputable, trusted sources, which audiences trust for accurate information. The credibility of these sources brings them a huge amount of attention. The New York Times, Good Morning America and the Huffington Post are obvious examples of these types of trusted media. People do business with companies they know and trust, and the visibility and recognition fostered by a favorable media placement in any of these top media, highlighting the good work your company is doing, or the leadership that your company’s top executives possess in your industry, can be truly transformative for your business.
Despite the indisputable power of a few big media placements, another thing that PR strategists understand is that the most important voice for your business is not always the biggest – it’s the most influential. PR professionals have a deep understanding of what is meaningful to target audiences, whatever yours might be. This understanding is crucial in answering the question: whose voice is the most important for your business? For some businesses, the answer won’t be limited to USA Today and the Wall Street Journal, and might include smaller media like trade publications or blogs. Small businesses, entrepreneurs, and startups offering specific services should begin their quest for their niche audiences by working towards coverage in trade media.
For example, to many consumer or lifestyle brands, the importance of mommy bloggers is almost unrivaled. If your product or service helps a prominent mommy blogger save time or enjoy a fun, stress-free weekend with the kids, her compliments are as good as gold, and you can expect at least a slight boom in business and attention. Social media can also encourage conversations among influencers and their followers. Swift’s use of Tumblr to reach Apple shows just how quickly complaints, or compliments, can spread over online communities. Make sure to respond quickly and professionally to customer voices (both positive and negative) on social media to avoid a PR disaster.
PR is an ongoing process – while a few big media placements can catapult your business’ popularity and profitability, ongoing reputation management and continuous innovation of ideas remains important. So, the question is, how can the powers of public relations and influence be harnessed to yield positive results for your business? The answer: there are infinite creative possibilities. Determine the most powerful influencers for your business, who themselves will have a stake in the services that you offer, and position your business strategically to get visibility. How do you reach these key influencers? A PR firm, with a network of reporters, journalists, producers, and bloggers spanning the media industry, can help you improve your business’ standing and bottom line.
A version of this article originally appeared on the Bridgebuzz Blog. Bridge is a PR subsidiary of Didit.
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