PR 101: Creating an Effective Public Relations Campaign

Why PR?

PR is an excellent tool for raising awareness about your brand. Here’s why:

Credibility
• Press offers 3rd party endorsement of your brand
• “Earned media” is more credible than paid media

Shareable
• PR creates more content than other marketing tools

Searchable
• Brands with content are easier to find online

Cost Effective
• Lower CPM (“cost per thousand impressions”), often <$5 versus $15+ for advertising

The Basic Approach

Before embarking on a PR campaign, it’s important to make sure you’ve created a Brand Messaging Plan. Your Brand Essence will inform the key messages you want to communicate, and which audiences you want to target. Then your PR team can identify the appropriate media outlets who will be receptive to your messages and can share them with those audiences.

brand-essence

What To Look For in PR Plan

How do you know if a PR plan is a good one? Here’s our checklist:

Audiences
• Identifies target demographics and segments and defines opportunities and challenges for each one

Messaging
• Understands what differentiates your brand and proposes novel ways for translating them into story angles

Content
• Logical strategy for creating online content that is searchable & shareable

Tactics
• Suggested actions flow logically from audiences, messages, content
• Warning: “creative story pitching” looks boring on paper, but it’s what you need

Metrics
• Identifies specific #s of placements by media category, CPM or ad equivalency goals

Looking to expand your company’s PR reach? Contact us to find out how we can help.