PR campaign strategiescan have a big impact on how the public sees your company and how people feel about your brand, but it needs to be well planned and carried out.
A good PRcampaign is not just putting together a fundraiser or sending out a press release. To make campaigns that work, you'll need the right PR software or monitoring tools.
Here's how tomake and run the best public relations (PR) campaigns that raise the value of your brand, boost sales, and build good relationships with the public.
PR, or public relations, is a strategic process that helps a company or brand build good relationships with its audience.
A PR campaign is a planned set of activities meant to improve the reputation of a brand. It involves getting the target audience involved and talking to them in order to reach a certain goal.
Every PR campaign has three things that make it unique:
- Deciding on a clear goal
- Creating the message to reach the goal that was set
- Getting the message across to the right people
A Nielsen studyfound that 92% of people trust earned media. When your brand is talked about in magazines, newspapers, websites, blogs, and other places, people are more likely to trust your brand.
Here is where press releases and getting along with the media come in.
Press releases can help you get the word out about your brand, an event, a milestone, or a new product, and they can also bring people to your website. As long as you tell the news to the right people, that is.
How has this PR method been used? This press release from Womply was used to tell people about the company's latest report on how online reviews affect how much moneysmall businesses make. They were able to get a lot of web traffic, 108 press placements, 161 backlinksto their site, and $350k in media value.
Often, the success of your PR efforts depends on how often you can send out good content. Make sure you buy the right project management tools, or even better, PR software, so that you can always keep track of your campaigns and other PR activities.
If you want to share the story of your brand with as many people as possible, you may have already set your sights on major media outlets. Even though there's nothing wrong with this goal, the truth is that it's very hard to get national media coverage.
It's much better to focus on getting your story on the local news until you have enough credibility to get into the national news. Local media have less competition, and you don't have to have an amazing story to be considered newsworthy.
By going after local media, you'll have a better chance of getting your story out there and making sure it gets seen by your target audience. If what you have to say is interesting enough, it will keep getting more and more attention until the big leagues pick it up.
For example, Weavers Way Co-op, which is the biggest grocery co-op in Philadelphia, worked with Food Shelter PR to create a PR campaign for the first-ever Philadelphia Grocery Co-op Day. They sent out pitches to local magazines, newspapers, TV stations, and online news sites and got a lot of coverage all over the state.
So, they were able to get more people to know about grocery co-ops and how they affect the area. They also got tens of thousands of local people to join their local co-op.
In recent years, brands that only do publicity stunts for shock value have gotten a lot of backlash. PR stunts can sometimes be tacky and annoying, but when they're done right, they can really help your brand get noticed.
If you want your PR stuntto work, it has to be creative and smart. To get the media's and the public's attention, it has to push the limits or go against the current in some way. But when you choose the message you want to send, make sure it also fits with your brand in some way.
What's a good example of this kind of PR? Well, everyone knows that Elon Musk's goal is to get people to Mars, but no one thought anything out of the ordinary would happen when SpaceX launched its latest rocket, Falcon Heavy, into space.
So, when Falcon Heavy sent a red Tesla Roadster into orbit while it played David Bowie's hit song "Life on Mars" from 1971, the media and the rest of the world went crazy with excitement. Launching a car into space was exactly the kind of crazy, innovative, and unique idea that made people pay attention.
Eventsare a great way to spread the word about your brand, meet important people in your industry, and connect with people in your target market. The ContentTECH Summit, which was put on by the Content MarketingInstitute, and the Inbound Marketing Conference, which was put on by Hubspot, are just two examples of PR strategiesthat worked well.
It doesn't mean you can just throw your own parties and be done with it. It pays off to give back to the community and take part in events put on by other brands. The easiest way to do this is to talk about things you know about, ask questions during panel discussions, or set up an information booth. When you do things like this, people will notice you more.
If a brand is serious about its public relations strategy, it needs to have a presence on the social mediasites where its audience hangs out. Most of the time, it's because social media makes your brand more visible, spreads your message further, and helps you avoid PR crises by changing the story and taking charge of the situation in real-time.
Set up an account, but don't forget about it. The key is to actively interact with your network, join relevant conversations, and share useful and interesting content with your audience.
To get the most out of these PR campaign strategies, you can use social media listening tools to keep track of what people are saying in real-time about your brand, products, and services, and then act on what you find. It's also a good idea to give great customer serviceby answering messages and fixing problems or complaints as soon as possible.
For example, in 2017, Orchard Pig used Twitter to run their #AsHappyAsAPig campaign. The goal of this campaign was to spread happiness and make people smile on Blue Monday, which is the most depressing day of the year.
Anyone who tweeted the hashtag with a picture of themselves got an illustration of them as happy as a pig in poop. Some lucky pigs also got a basket of cider and juice from Orchard Pig.
Studiesshow that 92% of people are more likely to trust what other people say about a brand than what the brand itself says. Because of this, influencer marketingis one of the ways to get new customers that is growing the fastest.
Over 51% of companiessaid that influencer marketingworked better for them than other methods and that for every dollar they spent on influencer marketing, they got back up to $20. By partnering with influencers, you can use their large networks of loyal and active followers to get more people to know about your brand, visit it, and buy from you.
Find bloggers, experts, thought leaders, and other influential people in your niche or whose values are similar to yours. Make friends with them and ask them to promote your brand.
Starting with a big-picture goal is important. What do you want your campaign to accomplish? Want to reach a new group of people? Do you want to sell more of a certain item? Do you want to get along well with the general public?
Once you've decided on a big-picture goal, you can narrow it down even more. For example, which product do you want to sell more of? How do you want people to remember your brand? Think about how much moneyyou have and if there should be a deadline. By making PR campaign strategies, you give yourself a clear way to measure how well it's going.
You have to decide who you want to hear your PR message before you can choose how to send it. Take the time to figure out which type of customer you want to reach with this campaign. For example, if you want to reach families, you might want to make a campaign that puts family first or shows why the brand cares about how its product affects loved ones.
Once you've chosen a target persona, you'll need to decide how you want to get your message to them. For example, does your ideal audience prefer TV or radio? A news story or a news conference? With this information, you'll be able to plan everything else better.
No one says you can't run a successful campaign with small news, like a company award, but your story must be interesting to the public. Every story has a creative angle, which is good. Look at it from the point of view of the public. What's in it for them?
If your businessjust won an award for being the "Best Cycle Studio in Brooklyn," think about what this means to your customers. Often, what makes someone want to read more is the right editorial hook. For example, "We Won Best Cycle Studio in Brooklyn, Beating Out Big-Names like Soul Cycle, Only 6-Months After Opening."
You have to help journalists if you want them to help you. Instead of writing a press release like an advertisement, like "Our New Phone Is Now Available," write one with a strong news angle, like "One Local Cell Phone Shop Hopes to Compete with Apple’s iPhone."
See what I mean? The first option for a press release is really just an ad. A story is the second choice. Include relevant quotes from employees or leaders in the industry and all the information a reporter might need.
Once you know what makes your story newsworthy, send it to media outlets that cover your industry. You can even send it to TV or radio stations in your area. You must do research on media companies by going to their websites and seeing how much your industry affects the news stream of the publication.
Remember that media outlets don't care that you're opening a new Italian restaurant. What they do care about is an interesting story, like, "Convenient meals for large families is an untapped market in [this city], and a new Italian restaurant is heeding this demand."
Even though this is a longer-term plan, you can start building relationships with journalists while you are running for office. Instead of sending your story to a general news desk, find out the names of the journalists who write most often about your industry.
You can send an email, call, or even try to contact a reporter through their Twitter handle with your story to start building a long-term relationship with someone who might be interested in writing about your company again in the future.
Once your story starts getting picked up by the media, it's important to take advantage of the attention you're getting to give your website's domain authoritya long-term boost.
Asking media outlets that published your article to share it on their social channels is a good way to get a lot of people interested in your campaign. It's similar to building links. For example, if Cosmopolitan picks up your story, why not try to get in touch with some of their 2.2 million Instagram followers?
Since things move quickly on social media, you should email a publication as soon as your story goes live and ask their social media manager if they would be willing to share it while it's still new.
If your campaign works, it's likely that more people will visit your website. Use this extra traffic to your advantage by writing a blog post with the same information you put in your press release. This will let your businesstell people who want to know more about your campaign and the services you offer what they need to know.
How To Do A PR Campaign?
PR, or public relations, is a strategic process that helps a company or brand build good relationships with its audience. A PR campaign is a planned set of activities meant to improve the reputation of a brand. It involves getting the target audience involved and talking to them in order to reach a certain goal.
The R.A.C.E. process has four steps: Research, Action and planning, Communication and relationship building, and Evaluation.
PR campaign strategies let you think about how to get your message across in the best way possible. It will also help you get the most out of your PR efforts and get the best coverage from the media.
A public relations campaignhas a clear goal, like making more people aware of a product, telling the public about company news, reaching a larger audience, or improving the brand's reputation. It uses strategic messaging to get the message across to the audience and reach this goal.
A PR campaign can have a long-lasting effect on how people think of and talk about your brand. But it needs to be well thought out.
Successful PR campaign strategies are more than just putting out a press release about a new product or holding a fundraiser to spread the word about a brand. You need to take a lot of extra steps if you want to make a PR campaign that is very effective.