Effective public relations means sense of the ever-expanding flood of data in the today’s tech world. Modern public relations skills come with familiarizing yourself with the rapidly changing media landscape, specifically the growth of social media. Here are 5 ways to use public relations effectively, to drive organic exposure to your app and get it in the face of millions of target app users.

1. Optimize your website for SEO.

According to a report by HubSpot, 75% of users never scroll past the first page of search results, and searches beat social media by 300%, so it is well worth it to invest time in search engine optimization. By using specific keywords in your app title, description, and keyword field, your app on Google Play will be positioned higher than your competitors’ on the pages of major search engines like Google.

SEO is critical for when people need solutions that can be offered by your app. Focus on relevancy, search volume, and difficulty—use words and phrases that consumers will search for, like “new apps”, and “exciting.” For more information on how to optimize, check out a list of SEO basics here.

2. Set measurable objectives.

Whether you need to increase awareness, support sales, or change the public profile of your app, measurable goals will help gauge the appropriate effort to put into each task. How many followers would you like to have on Twitter and Facebook? Which app review websites will you reach out to? How many press releases would you like to be published? This ensures that you aren’t being unproductive by, for example, focusing too much on the social media posts when you should be putting out more press releases.

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Once you have a list of quantifiable goals, identify your key audience. Are you directing your campaigns at a specific gender, location, or age group? Use the simplest access point to your audience. For example, if you’re trying to advertise a game app to to app enthusiasts, try placing ads and messages in popular internet tech forums, or those for online gaming, or in a prominent Facebook group for new apps.

3. Listen to your audience.

A public relations strategy is not a sales pitch. It means creating a meaningful relationship with the public, which makes interaction a two-way street. Get inside their heads by following who they follow on social media. If you subscribe to the same things that they do, then you will have a better idea of what they could serve to gain from downloading your app.

Not enough research and listening is one of the biggest mistakes a PR professional can make. Once you ask the right questions and watch the right people, you will be able to create a tailor-made plan that will suit both you and the consumers’ needs.

4. Use external services. 

Online services like Tweetdeck and HootSuite can post and schedule multiple tweets at a time, while services like SumAll and Sprout Social can provide Twitter analytics to track your app’s popularity.

Whether it be a monitoring tool, CRM or reporting product, check if there’s an app that goes with it, so you can track the impact or your campaigns, your followers, and your progress from week to week. This saves time and frees up your schedule. You can also use Excel spreadsheets to sort, plot, analyze, and filter the results of your campaign to give you a better idea of what you need to be doing more of. A good PR professional doesn’t just launch a campaign and leave it to flounder. Evaluation and follow-ups are vital.

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5. Publish top-tier posts.

Work on getting coverage in top- and mid-tier publications. Establish yourself as a leader in the industry. Highlight positive feedback, and when it comes time to address criticism and controversy, combat it with facts and refute arguments in a way that is honest, earnest, and kind.

This doesn’t mean you should neglect the smaller publications, which will be helpful as your app grows in popularity. Be sure to create winning content; let drafts of press releases marinate over the course of a day or two, and read great articles on how to grab people’s attention. Quality over quantity.

Conclusion

Almost everyone can do public relations, but do to it effectively is where many fail. Your app is competing with a million other developers who are putting in the same effort to make their apps stand out. The solution: make a connection with the audience. The best strategy comes with a genuinely good product that can help the consumer get what he needs.