In his last article in the personal branding series Personal branding: a strategic approach to digital communication Oliver Foitzik highlighted various ways of communicating online. This article will now focus on offline communication: traditional press relations. Because even if digital means of communication have many advantages, trade magazines, newspapers and, above all, books should not be neglected when it comes to building an expert brand.

Better press relations through online activities

When it comes to building an expert brand, a personal brand, online and offline communication activities go hand in hand. This is because digital public relations work is a good prerequisite for successful press relations. Activities on the website, blog and in social media also generate interest in the classic media channels of print, radio and TV. In order to achieve a synergy effect between online and offline marketing, you must

• Your online channels should be well maintained.
• you offer interesting and unique content with added value.
• Be regularly present on social media.
• network with specialist editors and journalists.

If you pay attention to these points, you have a good chance that journalists will come across your expertise during their research and ask you for interviews or guest articles. This will help you to further expand your expert status and branding.

Active networking

Nevertheless, don't wait for inquiries to trickle in. Actively approach well-known trade magazines and journals to publish there. Offer interesting suggestions for topics that you can present in an entertaining way. However, make sure that your topics fit into the publication's program. How can you position your expertise in print magazines? The following tips will help you:

• Offer interesting content with added value.
• Do without advertising messages.
• Write a press release on an exciting and current topic.
• Follow journalists on Twitter.

Press release: What you should bear in mind

Press releases are hardly ever printed in full, but are used by journalists and editors as a basis for their own research. Your question when writing a press release must therefore always be: "What can a journalist make of my topic that will interest many people?"

As with all communication activities, you should always argue from the customer's point of view. Focus on current problems and challenges and offer solutions. Always place the most important information at the very beginning of your press release to ensure maximum attention immediately. Because even journalists are short of time: if something seems uninteresting, it immediately ends up in the wastepaper basket.

In addition to the option of sending press releases directly to editorial offices, it is also worth posting them free of charge on press portals such as openpr.de or firmenpresse.de to post. Press representatives also research relevant information for your publication there and will pick up your topic if it appears interesting for the readership.

Publish a reference book

Publishing a specialist book usually also gives you access to the media. A specialist book is a multiplier. Publication generates attention and strengthens your expert status.

For example, our consulting company TCI recently developed a Anthology on the Enterprise Transformation Cycle published. TCI has opted for the renowned Springer Verlag. The choice of publishing partner is of crucial importance, as the volume should definitely fit into the portfolio in order to appeal to the relevant target group. The publisher's reputation is also important, as it represents a kind of seal of quality for the content. This is the only way to actually increase visibility and reach and enable the publisher to successfully market the work.

Appearances as a speaker

Appearances at events and conferences offer the opportunity to inspire many people with your own expertise. Another advantage: informal discussions, which usually follow the presentations, allow you to exchange ideas with potential partners and customers. You can get to know each other, gain new insights and network.

Public appearances on a stage in front of many people are not everyone's cup of tea. It is crucial here that you enjoy being the center of attention both as an expert and as a person and that you can also deal well with public criticism. Take a clear stance in your presentations, show the rough edges that define you as a person and as an expert (more on this in my articles "How to build a personal brand through storytelling" and "USP: Position yourself in the competitive consulting market and set yourself apart from the competition") - because that's the only way you'll be remembered.

Seminars and workshops

Giving seminars and workshops is one of the core activities of consultants. You have the advantage of coming into direct contact with the participants and being able to discuss their wishes, goals, challenges and needs. This in turn gives you important impulses for the development of your portfolio and your positioning.

Combine face-to-face events with online training in your workshops to offer more flexible options. This also allows you to better tailor the content and dates to the needs of the individual participants.

Know touchpoints

The offline marketing activities and press relations channels described in this article are also important touchpoints where you come into contact with your customers. In order to acquire customers and maintain customer relationships in the best possible way, you should analyze which channels you use to reach your customers most effectively. On this basis, you can then expand the activities that have the greatest potential.

(Cover image: © wellphoto | Adobe Stock)