6 Steps to Launch Your Public Relations Campaign!
Updated: Sep 16
No matter what kind of business you’re in, every company needs to develop a strong public relations campaign to succeed. It’s imperative that you find new and effective methods to communicate with your customers and business partners.
Public relations is the most powerful and cost effective means of “spreading the gospel” to your target audience. Here are 6 simple rules to follow if you want to develop a solid, successful public relations campaign for your service or product.
6 Public Relations Fundamentals
1. Create a Press Kit
A press kit is simply a compilation of materials that includes any relevant press releases, facts about your company, executive biographies, product specs and any other information you wish to provide to journalists or business associates. Press kits are often shared via email, so make sure to have both a hard copy version as well as a digital version that you can email.
2. Draft Captivating Press Releases
A press release is to a press kit what a heart is to a body; without it, it’s just a lifeless shell. Writing an effective press release can be difficult for some people because it requires the ability to provide maximum information within a finite space. Most importantly, it must be written in such a way that is not only informative but…INTERESTING! Learn how to write an effective, interesting press release and you’ll find the media will be much more responsive.
1. Identify Your Target
This seems like a no-brainer, but I’m often amazed by how companies neglect to accurately identify their target market. Many companies attempt a shotgun approach to sales and marketing, hoping that they hit something with the spray. It’s imperative to identify your core demographic so you can focus your efforts to communicate effectively.
2. Decide B2C, B2B or Both
Do you want to reach the consumer media (B2C) or the business media (B2B)? Or maybe both? Some companies need to reach consumers directly while others need to only reach the decision makers within their industry. Still others need to reach both. Figure out this part of the puzzle early on to maximize your communications campaign.
In order to reach the correct media during a public relations campaign you have to build a list of contacts and develop a professional relationship with each journalist. This is a long-term task. Building a media list is like building and maintaining a sales list. Each person on the list should be viewed and treated as an individual, with respect and consideration for their professional needs and expectations. Most journalists are extremely busy so it’s your responsibility to adhere to their schedules and provide them with as much information and assistance as you possibly can. Don’t just fire off a quick press kit and expect them to write a glorious article about your company. Work with them, be respectful, and be aware of the pressure they are under to hit their editorial deadlines.
4. Follow Up
“Following Up” should be the mantra of every public relations campaign. Journalists are usually very buys, so it’s your obligation to follow up on all your communications with the media. Don’t be pushy or demanding; just nudge them with a polite email every week or two. Be direct, get to the point, and respect their time.
These are just a few simple tips that can help you jump start your public relations campaign. Need assistance? Contact us today for a free consultation.
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