There are many different elements that go into creating a PR campaign, all of which are needed to ensure the campaign runs as seamlessly and successfully as possible. If public relations is not your forte and you are interested in appointing a PR company like Punch Communications, then gaining a better understanding of the industry and what goes into the development and execution of a successful PR campaign may help you decide on the exact services you require. The below is the first in a series of posts that will explain each aspect of a PR campaign in further detail.
Once the metrics/key performance indicators (KPIs), key messages and objectives have been agreed, a PR campaign can get underway. There can be a huge amount of variables within PR and an SME looking to position themselves as thought leaders will have different objectives to a widely recognised global brand looking to execute crisis PR. However, the end goals often remain the same: to generate online and/or offline media coverage and to manage the reputation of a company.
To reach that end goal, a number of processes need to be actioned, starting with the creation of a targeted media list. Following this, A PR agency would typically source relevant forward features lists in order to have a full overview of your target media’s editorial calendar. Once targets have been agreed, the next step would be to create a tailored press release that clearly outlines the particular story in question and includes the relevant press office contact details. Press releases can also be embargoed, meaning the media are given a specific date and time in which the news is allowed to be released. This method is not uncommon and as an example, embargoed press releases are often used when award entries are announced; brands might share their entry or win with the media before it is formally announced by the awarding body.
Once a press release is created, a pitch to key media targets is then conducted. This method will differ depending on whether a PR professional is pitching to long-lead or short-lead media and whether the journalists write for the national press or B2B media. Conducting blogger relations will also require a different approach. The pitching process often takes place via the telephone or over e-mail, but it is key not to underestimate the importance of holding one-on-one press meetings and interviews which help build long-term relationships. PR agencies often use sampling as a way to forge relationships with key media, whilst facing the challenge of ensuring their samples stand out from the crowd. A PR campaign can often involve event management, an activity that is not necessarily suited to every campaign but can lead to media exposure for a brand.
I hope this blog post has given you a comprehensive overview of the different elements that go into a PR campaign and in the coming weeks, my colleagues and I will explore the various aspects in further detail. Why not bookmark this post so that you can return and read more with ease.