HOW TO ENGAGE AND INFLUENCE
No matter how much we aim to be masters of our own opinions, the power of influence is all around us. From parents, friends and partners, to colleagues, customers and advertising slogans, we’re constantly influenced by others and that simple fact can affect all our decision making.
And because influence can be so powerful, particularly when it comes to your customers’ purchasing decisions, it’s always advisable to harness it, nurture it and control it wherever possible.
While ‘word of mouth’ is perhaps the most direct and effective way to influence a stakeholder, arranging an influencer to whisper in the ear of each and every prospect is perhaps not the most achievable way to affect their opinions and purchasing decisions.
PR, on the other hand, is an extremely effective way to influence stakeholders, particularly when it is based on credible content that leverages both the expertise of your team and the power of third party endorsement.
Moreover, in the digital age, where content is shareable and engagement is easy thanks to social media, the value of credible content has soared. And with every share or reader engagement, credibility, value and influence grows exponentially.
So how do you ensure that your PR programme delivers maximum influence? As a construction PR agency, we understand the importance of a specialist approach. Here are our top tips for ensuring your PR programme delivers maximum influence:
- Ensure your content is informative and insightful – a blatant sales plug will lose credibility and influence
- Make it shareable – your influence grows with shares and reader engagement so maximise your potential audience-engagement through multiple online and offline channels and social platforms
- Maximise the value of your people and your advocates – individuals are the engine rooms that power influential brands, so showcase your team’s expertise and drive influence through third party endorsement
- Leverage kudos – if you’re associated with a prestigious project or a well-respected partner, linking your name with theirs will influence positive opinions about you
- Don’t allow negative influences to undo all your hard work – make sure you respond quickly to any potentially damaging comment to protect your brand, especially online.