How to start a successful PR campaign
“A good PR story is infinitely more effective than a front-page ad.”
Traditional marketing techniques are gradually dying out, with audiences increasingly growing immune to them. Creating a PR campaign is a great way to connect with these audiences again, slipping through their defences and targeting them on channels that they already know and trust. Controlling your PR message will also allow you to manage the positive flow of information about your company, and will allow you to handle and respond to any negative comments too. With this in mind, we’ve put together our three top tips for creating and integrating a successful PR campaign through multiple channels.
1. Establish Your Outcomes
The very first step to take in achieving a great PR Campaign is to establish your outcomes. You need to decide what your media goals are, and how you will achieve these goals within your budget. What do you want to accomplish? Do you want to showcase your company to a wide audience, or do you want to target a specific audience to advertise a new product and attract more business? You should have a clear understanding of what you want to achieve before you sit down and think of campaign ideas. Be realistic in what you think you can achieve, but always think outside of the box. The best PR ideas are the ones which are unique and have never been seen before, so jot down a large number of ideas before deciding on which one to pursue.
2. Know Your Audience
Once you’ve decided on your media goals, decide who you will be aiming it at. Making sure your campaign is targeted to your audience is key. If you get this wrong, you will be met with blank faces from the people you actually really want to impress. Your choice of audience will define the style of content that you create, and will ultimately define which media platform or publication you will pitch it to. To decide on your audience, ask yourself the following. Who needs to be involved with your business? Whose support do you require? Who will be affected by issues related to your business? Think about your answers to these, and you have your audience.
3. Decide on Your Channels
As traditional media techniques are decreasing in value for certain audiences, consider which channels you will be using to promote your campaign. If you are targeting a wide audience, an integrated multi-channel campaign will be best. This way, you can include traditional forms of media like print, radio and television broadcast, as well as newer, up-and-coming media forms such as social media and online video content. This is dependent on your budget, so consider how you will achieve your main aims and which type of media you can afford.
So, there you have it! PR Campaigns are great for building awareness of your brand, and for advertising new products in a less traditional, more 21st Century way. If you’re interested in starting your own PR Campaign, make sure you check out our PR package today.