Whether you’re one of the many new businesses that have launched this year or your business has been in the market for some time, you need to get noticed.
A well thought through, strategic and impactful PR campaign can help you achieve your goals of eyeballs on your brand.
A good PR strategy can help boost interest in your brand, but a great PR strategy can maintain it, so you remain relevant well beyond your launch phase.
To ensure your campaign is effective, here are some simple tips to follow:
- Set your PR strategy goals
- Define your key messages
- Know your target market/audience
- Set your budget
- Make sure it’s relevant to your target audience
- Campaign kick-off!
- Measure results
Set Your PR Strategy Goals
One thing to remember here is that your goals can be flexible. The media is so unpredictable, so be open to shifting and pivoting your PR strategy throughout the campaign period.
Make sure your goals are achievable and allow you to stretch beyond your capabilities – have a stretch goal. Some KPIs may include reach, coverage, backlinks, key messages, etc.
Define Your Key Messages
Be precise and succinct. Media don’t have hours to scour press pitches, and consumers have even less time to consume media. Ensure your message is on point, short and sharp.
An effective PR strategy is based on a handful of core messages. People might not have time to take everything in all the time, but they will take note if they see the same messages repeatedly.
Know Your Audience
Don’t be a PR spammer – know your audience and who would be interested in your story. Journalists often work in specific ‘beats’ or in regions, so target your pitches to them accordingly because you know what interests them.
An easy way to filter out irrelevant journalists is to use the Story Match App and desktop platform. The platform has been described as one of the best resources for marketing professionals, where journalists have pre-qualified their own interests. They’ll only see your pitch if you tag their related industry.
Likewise, you need to know what type of media your target audience consumes so that you can pitch directly to these media outlets. A parenting brand’s audience would be very different from a financial services brand. Do your homework before you pitch; it’ll save you a lot of time and relationships down the road to creating an effective and strategic PR campaign.
Set Your Budget
Know your worth, and set your budget. If you’re pitching for business, calculate your time, resources, expertise and proposed outcome. If you’re managing an agency, keep in mind your overheads and who would execute the campaign.
If you need help deciding on your budget, a great rule of thumb is to allocate between 5% – 10% of the business turnover you are aiming for and then work it out on a monthly basis. Form your PR strategy framework around this.
Make Sure It’s Relevant to Your Target Audience
Ensure that what you’re saying is of interest to your target audience. We’ve spoken about Story Match before as being an excellent resource for journalists and PR Professionals. But now more than ever, you need to ensure that you’re communicating your correct message to your correct audience. Use the App to filter through over 60 different industries and target your pitches direct to journalists who match your industry.
Don’t get stuck in the planning phase for too long – now it’s time to start and spread your message.
Each campaign will require its own unique way to pitch out and capture the attention of your audience. There’s no right or wrong – it needs to be tailored.
Remember, successful PR campaigns are cumulative. It’s a marathon, not a sprint. Even if you manage only one successful piece of PR a month, you will see the effects over time, and you can ride that publicity wave as long as you like – good editorial does not expire!
So what are you waiting for? Grab a pen and jot down three newsworthy headlines and, under each headline, the corresponding media you want to pitch. Order them from most important to least important and target your pitching accordingly. Jump onto Story Match and upload your pitch and tag your industry.
When media show interest, drop everything to assist them – the media waits for nobody, so be nimble and quick to react, ensuring you have all your assets ready to go if a journalist needs an image or a statistic.
Measure Your Results
So, how did it go? You cannot measure PR success in the same way you can advertising. Tally up the amount of editorial you achieved, how many times they mentioned your key messages, and classify your media in a tier based on audience reach and suitability for your story.
If your PR strategy and campaigns are working, you should see positive impacts on your profitability over time. If you are serious about business, here are some measurement leavers that directly impact your bottom-line that you should be monitoring where relevant: