An effective PR public relations campaign is a gradual building process. As we head into the New Year, it’s good to reflect on what is and isn’t working when it comes to your marketing strategy. Take some time reflect this January and consider your campaign(s). Cost-wise PR is the most effective and powerful form of marketing. It offers validation, credibility, and reaches your target market. But, it is not a fire sale and success does not happen overnight. Give it time to work. If you keep digging up your bulbs to see how their growing, you’re eventually going to end up with a lot of dead plants. A gradual sustained approach can successfully establish a business, expert or a brand.
But, for a PR campaign to be successful, you and your public relations team need to be on the same page. The objectives need to be defined and the expectations realistic. Don’t go into a campaign expecting to land a national TV segment or magazine cover within the first month. A gradual, organic build is the optimum approach. Once you hire a firm, work with them and give them enough time to launch and implement a campaign. You’re not looking for a grand slam right off the bat. Media begets media. A newspaper story can lead to a magazine piece, which can lead to a radio interview, which in time could very well lead to national TV coverage.
When working with a PR firm, communication is key, but it needs to be free-flowing, effective communication. Keep in contact with your public relations firm, but don’t try to direct or control the campaign. Once you’ve hired them, let them do their job. You’ll never know how successful a campaign could have been if you continually try to steer the ship.
Keep in touch but don’t demand an excessive amount of time. Again (and I know this can be difficult) trust the firm you hired to do its work. Remember if you demand that they spend the bulk of their time communicating with you, they’re not going to be able to spend that time developing and implementing your campaign.
Work with your PR representatives to define your stories and pitches. It’s important to create different stories to meet the needs of different media outlets. Develop stories for the various types of media. For example, TV is a visual medium. You want to offer them more than a talking head. Think of visually-oriented segments or stories you can offer. Local print publications have different needs than national print. Monthly publications are on a different schedule than daily newspapers. It’s important to consider all of these facts when developing your pitches.
Prepare for your media interviews. Your PR firm can set up interviews for you, but once those are set you need to be able to articulate your story, stay on message and meet the media’s needs.
PR and media relations can brand your company, take you to the next level, grow your business and establish you as an expert in your field. But, as with so much in life, for it to work, you need defined goals, preparation and patience.
2018 PR Campaign Blog | Copyright © Mora Communications Inc. 2017