What Is A PR Campaign?
Public relations (PR) is a strong tool for connecting with your target audience, and developing the right campaign and executing it correctly has never been more vital.
A public relations campaign's purpose is to build a media narrative or influence the dissemination of information about your company in order to acquire consumers. It may also be utilized to raise awareness about a particular event or commercial endeavor. Marketing and advertising campaigns are frequently focused on boosting sales, but public relations teams typically have distinct campaign KPIs.
- Obtain media attention
- Create awareness
- Inform the public with the most recent corporate news
- Improve your brand's reputation
- Create relationships with stakeholders
It's critical to begin with a big-picture aim. What do you want to accomplish with your campaign? Do you wish to reach out to a new group of people? Do you wish to increase the sales of a product? Do you wish to establish a favorable rapport with the general public?
Once you've decided on a broad target, break it down further: for which product, in particular, do you want to increase sales? What do you want your company to be recognized for? Consider the size of your budget and whether a deadline is necessary. By creating a campaign blueprint, you are providing yourself with a specific metric to gauge your progress.
Before you can select how to convey your public relations message, you must first decide who will receive it. Take the time to determine which client personas you want to reach with this campaign. If you're targeting families, for example, you could want to build a campaign that promotes a family-first message or explains why the business cares about how its product impacts loved ones.
After you've settled on a target persona, you'll want to decide on your preferred medium for communicating your message — for example, does your ideal audience like TV or radio? Is it better to issue a press release or have a news conference? Everything else will be easier to plan with this information.
Nobody says you can't conduct a successful campaign based on little events, such as a corporate award, but your tale must be attractive to the general audience. Fortunately, every narrative has a unique creative viewpoint. Consider it from the standpoint of the general population.
Why should they be concerned? If your company recently earned the title for "Best Cycle Studio in Brooklyn," consider what aspects of the honor are essential to your consumers. The right editorial hook is often what piques someone's interest in learning more. "We Won Best Cycle Studio in Brooklyn, Beating Out Big-Names Like Soul Cycle, Only 6-Months After Opening," for example.
If you want journalists to assist you, you must first assist them. Instead of drafting a press release that seems like a promotion, such as "Our New Phone Is Now Available," create one with a strong news aspect, such as "One Local Cell Phone Shop Hopes to Compete with Apple's iPhone." See the difference? The first choice for a press release is essentially advertising. The second approach is to tell a narrative. Include important statements from workers or industry leaders, as well as any other information that a writer would want.
Once you've determined your newsworthy angle, send it to media publications in your field. You can also distribute the story to local television or radio stations. It is critical that you have done your homework on media businesses by visiting their websites and determining how much your industry impacts the publication's news stream. Remember that media outlets aren't interested in the fact that you're launching a new Italian restaurant; they're interested in an engaging narrative, such as, "Convenient dinners for big families are an unexplored market in [this city], and a new Italian restaurant is heeding this need."
While this is a longer-term strategy, you may begin cultivating contacts with journalists during your campaign. Instead of sending your article to a generic news desk, locate the names of journalists who frequently write about industry-related issues. Email, contact or try reaching out to particular reporters via their Twitter handles with your story so you can start creating a long-term connection with someone who could be willing to write about your firm again in the future.
When your story begins to get momentum in the media, it's vital that you capitalize on the attention for a long-term boost to your website's domain authority.
First, try Fresh Web Explorer and Google News; with Google News, you can even set up an alert for your firm so you don't have to manually monitor the press. Send an email to the journalist who wrote the piece or the magazine itself whenever your company or campaign is mentioned.
By framing this as a benefit to the publication's readers, you're providing a strong incentive for the journalist to include a link back to your site.
Similar to link building, requesting that media sources who published your piece share it on their social networks is an efficient way to bring a huge audience to your campaign. For example, if Cosmopolitan publishes your piece, why not try to reach out to some of their 2.2 million Instagram followers?
Because social media moves quickly, you should email a magazine as soon as your story is online to see if their social media manager would be happy to share it while it's still fresh.
If your campaign is effective, you will most likely observe an increase in website traffic. Profit from the additional traffic by publishing your own blog post that includes the same content as your press release. This will allow your company to provide relevant information to people who are interested in learning more about your campaign and the services you offer.
There are several suggestions and methods you can study and implement in order to establish a profitable and effective public relations strategy.
However, in addition to the theory behind the practice, it is also beneficial to look at what other firms and businesses have done in the past and learn from their experiences. To keep your audience's interest and loyalty, your campaign should strive to relate to and connect with them.
The goal of a public relations campaign is always unique to the company, and each campaign will have its own set of reasons for being established and carried out. Whether the goal of your campaign is to raise awareness or to promote anything, this is the reason you want to carry out a campaign in the first place, and hence the goal of the campaign.
Businesses typically collaborate with public relations firms to develop public relations campaigns for a variety of reasons, but each campaign has a single overarching goal. A PR campaign is a proven and tested approach to generate awareness of a new product/service or to educate the public of the most recent corporate news. Such actions can also occur as part of bigger marketing campaigns, or vice versa, digital marketing activities ranging from social media campaigns to SEO and media training can be part of a larger organized effort.