5 Tips to Creating An Effective PR Campaign

Whether you hire a public relations firm, a PR consultant, or try a do-it-yourself media relations approach, the following is a quick outline on how to create your own public relations campaign. If you’re working on a shoestring budget, or are launching your campaign on your own, remember what you don’t know definitely can hurt you. Study the media and do your homework before trying to land media placements. The wrong story idea, pitch or approach can end up doing you more harm than good.

If you’re working with a PR firm, do precisely that, work with them. You know your business better than they ever will, but they know the media. Working with each other and bringing your various strengths to the table will help ensure your success. You’re job isn’t to give your public relations firm marching orders, but to work hand in hand with them, help them develop story ideas, and involve yourself in the process. It works best when everyone is a part of the creative team.

Once you’re ready to move forward:

1. Hold a brainstorming session to develop pitches and angles

Remember a good PR campaign comes down to having good stories to tell. Have a brainstorming session where you come up with anywhere from five to seven different PR hooks or story ideas.

2. Create a list of compelling anecdotal stories.

If you offer a product or service, come up with anecdotal stories that help illustrate what you do and how you affect people’s lives. Your journey, how you started the company or created your product could offer a compelling angle.

3. Create a list of potential stories and match them to appropriate media outlets.

Remember not all stories or pitches will fit each media outlet. Study the various magazines, newspapers, TV shows and radio programs. Now work to match your pitch to each media outlet’s particular needs. Make a list of appropriate media outlets and write a one-page press release that you can modify to fit the needs of each specific media outlet.

4. Review various ways to present yourself in order to establish yourself as an expert.

Work on presenting yourself as an expert in your field. Is there a news story that you can comment on? Can you explain how your business or field works or how it impacts people’s lives?

5. Develop different story angles for print, TV or radio.

Remember TV is a visual medium. Try and come up with visually oriented stories that you can pitch to producers. Print and radio generally offer you a bit more time to tell your story. Develop strong transformational stories that are interesting, compelling and informative.

PR is the only form of marketing that can reach your target market, establish you as an expert in your field and offer you the validation and legitimacy of being featured as a news story. It’s an amazing marketing tool. Whether you hire a PR firm, a public relations consultant or launch a campaign in-house – start now!

Copyright © Anthony Mora 2011