What makes a great PR campaign?
At Purpose Worldwide, our highly skilled team is disciplined in the art of helping clients stand out among a competing crowd. We’ve learned that building a successful brand voice comes from ideal positioning in media coverage, with the right messaging to connect your purpose to growth.
Our variety of clients has shown us that a great campaign can take many forms. And no strategy or campaign can be successful without measurable results. Whether you’re aiming to increase sales for a product or drive awareness to the brand itself, here are FOUR tips you should always follow to execute a splendid PR campaign.
- Find your Purpose
The first thing you should ask yourself before running a campaign is, “Why should the customer care?” A company needs to fully understand, define, and communicate their purpose effectively to ensure it is driving growth. Countless reports and surveys over the recent years have shown that consumers want brands who stand for something. Keep that in mind and recognize that the heart of every campaign should resonate with the core values of your brand.
- Identify opportunities
We recommend keeping tabs on the media coverage of competitors and relevant news on the industry as a whole. In doing so, you’ll find it easier to identify the right opportunities to pitch your story. For example, news about the decline of available third-party data is a ripe opportunity to pitch new innovators in the adtech market.
Building a list of relevant stories keeps your finger on the pulse of relevant conversations and helps you track ongoing changes in your market. As you start to piece together a picture of how and which journalists are covering your specific sector, you can start building relationships and identify the names of journalists who most often write about topics related to your next campaign.
- Content assets are core assets.
Not only does a well-developed content strategy increase SEO relevance and reach customers with relevant information to learn more about your brand, but it can also be used as a jumping off point for additional media coverage.
For example, if your company conducted an interesting webinar or a relevant report on the industry in the past, those original insights can easily be pitched to reporters and publications to become yet another piece of content for the machine. If you’ve built an amazing brand, you should have engaging customer stories to explore.
- Be realistic and know your audience
Every company wants to earn a big story in the biggest publication. In the end, most pay for that sort of coverage. If you want customers and reporters to share your content and speak about your brand, you have to set attainable expectations.
While a piece in the New York Times would be nice, your strategy should include pitches to reporters appropriate for the sector you’re in. This means finding the right podcast or publication with the same readership you’re trying to market to, and going so far as to search for local and lower-tier opportunities.