A public relations campaign can have a significant impact on the public image and reputation of a brand. However, it might be necessary to work with a PR agency to plan it well. A PR campaign is more than just a fundraiser to intensify the awareness of a brand or a press release to launch a new product. These are some of the steps to take to create an effective public relations marketing campaign.
1. Know Your Audience
You must first identify who your target audience is before choosing how to deliver your public relations message. Take time to research the expectations of the persona you want the PR agency to reach. For example, a campaign that targets families should create a message that expresses why the brand cares for their loved ones.
2. Set Business Metrics, Limitations, and Goals
Of course, starting a PR campaign with a clear goal is crucial. First, ask yourself what you want to achieve with a public relations marketing campaign. Your goal could be to boost overall sales, reach a new audience, or establish a positive relationship with the public. Consider how big you would want your budget to be and whether there is a need for a deadline or not. Laying a roadmap for your PR campaign will provide you a metric for measuring the success of the campaign.
3. Choose the Right Platform
After finding the right target audience, choose the most appropriate platform for message delivery. For example, use social media for the younger demographic and radio and TV for the seniors. You may also use a press conference or press release to deliver a message to the target audience. Your delivery platform will help strategize everything else.
4. Social Shares
Like link building, a marketer can ask media outlets that published articles related to their brand to share them on their social networking platforms. One of the cost-effective and easiest ways to attract a larger audience toward a PR campaign is to share a brand on various social channels. Social networking platforms move fast, and brand managers can use them for sharing information about their brand while it is still fresh.
5. Build Relationships with Media Personalities
Though it is a long-term PR marketing approach, brands can start building a relationship with media personalities during their campaigns. A marketer can send a story about their brand to a specific journalist who writes topics related to their brand instead of sending their story to the news desk. Try to reach specific reporters via email, call, or even tweet them. That creates an opportunity to build a relationship with someone who might want to write about your brand in the future. The cornerstone to building the success of an organization is to create an efficient marketing plan and public relations campaign.