PR is a crucial part of the marketing mix. However, we don’t believe in ticking the PR box ‘just because’; the campaigns we create and execute are designed to enrich your overall communications strategy, and are results-led, not output driven.
Planned carefully, PR can attract positive (and national) coverage, boosting awareness and resulting in an increase in sales. We’ve shared five top – and quick – tips that will enable you to deliver a creative and impactful campaign.
- Set objectives and measure them
It’s important to start with the basics and look at the bigger picture. What do you hope to achieve with this campaign? Do you want to boost sales or do you want to increase your brand awareness? Once you identify its purpose, you’ll need to consider deadlines and establish a budget. By considering these and laying out a campaign roadmap, you and your PR team will have metrics to track your success.
2. Know your audience
When deciding on your message and your method of delivery, tell your PR team about your buyer profile – current and targeted, if they differ. They’ll be able to tell you exactly where your audiences go to find content (it might not always be where you think) and will tailor your strategy to suit. What blogs are your audiences reading? Who do they follow on social media
3. Think big
Digital channels are just as important as traditional print – if not more, in the wake of the pandemic. Don’t ignore more obscure avenues in favour of traditional media outlets, if it helps you reach your targets.
4. Find your creative flare
You can run a PR campaign with a sales-led call to action but it’s critical you make it interesting and newsworthy to the journalist or influencer, and ultimately the reader. The right editorial hook is usually what makes a journalist or influencer want to learn more about your product or service. How does your product benefit the end user, how does it reflect the news agenda? Your PR team will generate these narratives for you to make your messages relevant.
5. Repurpose, reuse, reward
Don’t just stop at one media release. Your PR team can reuse and repurpose the content to build the story’s awareness, reinforce its message and ultimately reach your goal. You can capitalise on the traction by creating social media, newsletters and blog posts and reap the rewards. Also consider third-party collaborations and brand partnerships – who else can spread your message for you?
If you’d like some help with your PR campaigns, get in touch with the PHM team.