Calling all singles! Don’t you remember a time when meeting a potential mate was as easy as walking into a coffee shop? Dating apps, once a trendy fad, have now gone mainstream. Statistics suggest that 1 in 5 relationships begin online nowadays and that by 2040, 70% of us will be meeting our significant other online! Having worked in public relations for three years and being fully immersed in the “dating app life” scene for… (well, we don’t need to get into that) – I’ve come to the realization that there are genuine PR lessons everyone should be incorporating into their swipe game. Being the self-proclaimed “dating wizard”, here are four PR lessons you can apply the next time you swipe right:
Lesson #1: Bait, Hook, & Sink Em’
When it comes to pitching editors, your email must stand out among the rest. You need to immediately grab their attention if you want them to keep reading. How do you hook them? By personalizing the email, starting your email out with something they might be interested in, or simply saying something that shows you actually read the last 5 articles they wrote. In the end, you want the editor to open your email, read it, love it and respond. Like matching with a potential mate – you need to hook them. Do you know how many people use dating apps these days? A simple “Hi” isn’t going to cut it. Make it personalized. I’m not saying go stalk their Facebook and find out their Aunt’s name – but perhaps making a comment about their profile, it shows that you actually read what they have written and matched with them because of a similar interest. The response rate will double – trust me.
Lesson #2: Content is MAJOR Key
The content you send an editor is huge. It will be the reason they will run with your story. If you can’t supply creative and worthy content, the chances of your story running are slim to none. You have to be able to deliver. Content in the dating app world is simply your profile. If you don’t have worthy content – why on earth would you hook a match? Your pictures need to be clear, your profile needs to show character and frankly, you need to have a social media strategy. Like PR, dating has strategic elements. Linking your social media handles to your dating profile shows authenticity. Let your personality shine!
Lesson #3: Words Matter
When working at a public relations agency, your main way of communicating to editors and your clients is through email. I’m not sure about you, but when I’m drafting an email I will rewrite it up to 5 times just to make sure I nail it – every word in your email matters. Like dating in the modern world we all know and love, your first impression is based on one sentence you send through an app. If you don’t nail those words, how will your conversation pan out? Always send out meaningful tidbits, because all those “words” can potentially land you your next date.
Lesson #4: Know Your Goal
Perhaps the biggest lesson of all – you must know your goal. At many public relation firms, you will sit down with your client and lay out measurable goals so that everyone is on the same page in terms of where they’d like their brand featured, which publications are their favorite, and so on. Like the murky waters of the dating app world, if you don’t hop on the same page sooner than later, the ship will surely sink. Be honest and upfront with your worthy matches. It’s always better to work out the kinks before actually pursuing a potential love interest.
– Robin LaConde