No other form of marketing is like PR or media relations. Media coverage showcases you and your company, product or service and offers the validation and credibility of being featured as a news story. It’s not an ad or a commercial – It’s a bona-fide news story. Your being featured in a magazine, newspaper, television, or radio positions you as a professional in your field. It cements your expertise. Public relations allows you to reach your target market, build your audience, and solidify your brand. But to get there, you need to define your stories and your approach.
What I define as the Brainstorming Process is the initial stage of your campaign, but it’s a critical one. Effectively utilizing every step of your PR roadmap is what’s going to construct your brand and help carry you through, to more prospects, customers/clients and sales. That’s why it’s essential to define your objectives and create your PR blueprint before launching a campaign. Do you need to set up your logo? What about making new and improved merchandise? Do you want to land better clients, as you set yourself up as an expert in your field? All of those are solid goals. But make sure you define them and set up a realistic framework in order to reach them. What are your most important objectives? Brainstorming can really help you in this arena, because you can cut out what’s extra, and only put down on the roadmap the destinations that you have to make sure to reach. If you follow the directions of your PR roadmap, you will have a pleasant journey to a successful media and marketing destination.
The PR roadmap helps define what the primary goals and targets are. Remember: media coverage is a means to an end, and not the final stop on the journey. It’s true. You need to get the media’s attention, but that is not the end-all-and-be-all of an effective PR campaign. Garnering media exposure is a journey that helps lead you to the final destination. Before you launch, follow your PR road map. It should have several stops along the way, including a variety of goals and objectives of what you want to achieve before the campaign is done.
But it all begins with the brainstorming process. There you define your stories, your media pitches and what separates you from the others in your field. Don’t do this process alone. If you don’t have a PR team or public relations consultant on board, bring in your employees, or friends, or family. The objective is to move away from your preconceived ideas and come up with new and interesting ways to view your business and your journey. Don’t edit your ideas as they come, you don’t have to use them, but if you don’t let them surface, who knows what you’ll miss. Try and come up with a number of different pitch and story ideas.
With all of that in mind, here are some tips on how to best brainstorm ideas for your PR Campaign:
1. Read the news and see what the outlets you’d like to be featured in are talking about and covering as stories.
Knowing what the press in your industry is talking about can help give you ideas and see how you relate to this.
2. Think outside the box and remember what inspired you to start your business. Was it an inspiring human interest story? Maybe that’s an angle you can build on.
3. Explore your statistics. The media loves numbers and studies. Are there any impressive aspects to what you do that you can talk about on a numbers level?
Remember, it’s not about what interests you, but what will interest the media.
So, brainstorm away, and have fun with the process.
…and stay tuned for our next round of tips listed in a follow up blog end of this week. Be sure and subscribe to our blog as well!
Public Relations Campaign Tips Blog | Copyright © Mora Communications Inc. 2017