Eight Proven PR Strategies That Will Get You Results:
Define Your Objectives:
The first step in a successful PR campaign is defining your goals. Then, you are able to tailor your PR efforts accordingly.
Know Your Target Audience:
Who is your target market? Knowing who you're trying to reach can help you determine the most effective ways to reach them. For example, using traditional print media mightn't be the very best utilization of your time and resources if you're trying to attain millennials.
Develop Key Messages:
What do you want your target audience to know about your company? Develop key messages that you should use across your marketing materials, from your own website to your social networking posts to your press releases. Consistency is vital in building and maintaining a good brand identity.
Build Relationships With Targeted Media Outlets:
Observing the journalists and editors who cover businesses like yours can pay off in the long run. Keep a listing of targeted media outlets and make an endeavor to read their content regularly so you understand what kind of stories they like to cover. Then, when you have a story that's an excellent fit, don't hesitate to touch base and pitch it.
Be newsworthy:
No-one wants to read a boring press release saturated in only self-promotion. To have media coverage, you must have a newsworthy story—something that would be of interest for their readers, viewers, or listeners. Can there be something unique or special about your company? Are you doing something that no-one else is performing? If so, that's newsworthy!
Write Compelling Press Releases:
How do I write a press release? Hoe schrijf ik een persbericht? Once you have a newsworthy story to share with, it's time for you to write a compelling press release that may grab busy journalists' attention and get them stoked up about covering your story. Keep your press releases short and sweet, and ensure they include all relevant details (Who? What? When? Where? Why?).
Distribute Your Press Releases Strategically:
Sending out a mass email blast with your press release is not an effective way to have media coverage. It'll likely just result in the Trash folder of busy journalists who receive dozens, or even hundreds, of pitches each day. Instead, take the time to analyze each outlet and determine the best way to submit your pitch—whether that's via email, social media, or an on the web submission form.
Follow Up After Sending Your Press Release:
After sending out your press release, don't just sit back and watch for the device calls from reporters to start rolling in—that rarely happens! The follow-up is equally as necessary as the pitch itself, so pick up the phone or shoot over a message 24-48 hours after sending out your release. This suggests that you're invested in getting coverage and gives reporters another chance to take into account covering your story.
Conclusion:
Implementing even one or two of these PR strategies can make a positive change in getting valuable media coverage for your business. But success takes time, so don't get discouraged in the event that you don't see results immediately.