How To Build A Winning PR Strategy
A successful public relations campaign generates buzz in an organic way that can help marketing efforts gain momentum and define a brand. To create a successful PR plan, it is important to remember what there is to gain and how you go about meeting those benchmarks.
The first step is identifying what your company’s voice should be. You have probably worked to create a brand identity and evaluated brand values – now it is time to personify this into a voice that is capable of sharing those brand cornerstones with the public.
Next, think about the target audience you are looking to attract and who you want to share a message with. Is it the same audience you hope to reach with other marketing tactics? Are you looking to gain traction within a new niche? Either way, knowing who your audience is and where they consume media is the first step in figuring out where to begin.
Once you know who you are trying to reach, you have to decide what channels to go through – do you use traditional media relations to reach an audience through a magazine or newspaper, or do you use social channels such as Facebook, Twitter or LinkedIn to create a level of engagement? Even within traditional media channels and social channels, there is a fair amount of nuance. Twitter and LinkedIn, although both considered social channels, reach very different audiences much like Forbes and Cosmo! The abundance of media channels present today is both a blessing and a curse. You have what seems like an endless stream of options, but you also need to make sure you are pitching to the right people.
After selecting the appropriate channels to promote your message, it’s time to pitch. Think of the selling points that make your idea, product or company unique and figure out how to explain this in a way that makes their existence valuable to media outlets and, even more importantly, what makes it relevant to their readers, viewers or subscribers. At this point, you should be thinking like both a marketer and a journalist, figuring out how you can help a publication and how they can in turn help you.
Media coverage does not happen overnight, and the news cycle can be fickle, so keeping track of your efforts and correspondence will be important when it comes time to demonstrate accountability and show that you’re working towards the agreed upon metrics of success.
As media coverage starts happening, it is important to remember to keep going. Continue to generate engagement in all areas of your client’s potential reach. Work to get exposure with a variety of media outlets. Always maintain the voice you and your client or company have worked to perfect.
PR is an important element in a company’s marketing strategy so if you haven’t thought through how to leverage this key channel now is the time. Having the media and key influencers pulling your brand forward will make all your marketing efforts easier and lead to more awareness, interest and growth.