Developing and launching and sustaining a public relations campaign is an ongoing cumulative process. And process is the operative word, because it is not a single event. PR is not an article in a magazine, an interview in a newspaper, a segment on a TV show, or coverage in a blog. Each one of those are individual events that are a part of an ongoing media relations campaign.
Think about PR the same way you think about your business. It is a day to day, cumulative building process. Your marketing is your businesses’ life blood. If you are not focusing at least 50% of your efforts on strategizing, developing or implementing some type of marketing outreach, you are not properly serving your business.
As I’ve mentioned several times in my articles public relations is so vitally important because it is the only form of marketing that offers you the validation and credibility of being featured in the news and that reaches your target market.
We’ve placed clients in Time, CNN, the New York Times, the Today Show, the Huffington Post and countless other media outlets, not by trying to sell the media, but by offering them compelling stories that interest their viewers, readers or listeners.
Effective and compelling stories are the life blood of any PR outreach. What fuels and drives a PR campaign are stories. So that is your starting point. Without stories you have no campaign. Media relations is not about selling. It’s about engaging; it’s about communicating. Take off your advertiser’s hat and put on your storytelling hat.
Once you’re ready to launch your public relations campaign and pitch your story to the media, your primary focus needs to be on developing your media pitches and story ideas. The media’s job is not to sell your service or product but to tell compelling informative stories. With that in mind, start off by creating a list of the various topics you can address.
You have a specialty; a topic or area that you’re expert in. That’s your main area of expertise. But if you move a little right or left of center, chances are you can come up with a much wider list of topics you can discuss. For example, if you’re a physician, you can discuss your specialty but you can also address the various ways that social media and the internet are changing the practice of medicine. From your perspective that may not be your primary story, but it does deal with medicine, the culture at large and can help establish you as an expert.
Remember the bigger the media bull’s-eye, the greater your chances of PR success. The story that grabs the media’s attention might be your product or service, it might be how your product or service affect the lives of your customers and it might be the journey you took which led you to create your company.
Or it could be all of the above.
So be creative, brainstorm and find those compelling stories that will build and grow your business.
Copyright © Anthony Mora Communications 2014