There are many reasons people and businesses seek out public relations, each unique as the next. Recognizing the media connections that are tangential to marketing and advertising, it is the publicist’s job to curate a strategy that is tailored to each client’s needs while utilizing the best tactics that, hopefully, yield the best results.
While success is never guaranteed with PR, there are a few things that have been proven to help improve the chances of success that Otter PR publicist Erica Torres incorporates into every one of her clients’ PR journeys.
What is a PR Strategy?
First and foremost, identifying a client’s goals will help make sure the strategy aims to achieve them. A PR strategy is a plan of action to achieve PR goals. Whether that is increasing awareness, improving a brand’s image, generating buzz, as they say, or building or maintaining relationships, a well-defined PR strategy is going to help to make that happen.
“Just as the media can frame narratives with headlines and stories, this is the opportunity to get your intended point of focus to come across the screens of your consumers in a less obviously promotional way,” states Torres.
Step 1: Research
Every good plan begins with diligent research. Perform an audit on the company, gauging their online presence to find out the strengths and weaknesses. Find out what makes it different or sets it apart and incorporate that into the plan.
“You could also work bonus and timely material into the plan, so look up holidays or significant days and events. It makes sense for a dog training business to contribute something regarding the National Dog Show that happens every Thanksgiving. A cardiologist client could participate in February’s Heart Health Awareness Month,” Torres says.
Step 2: Define Target Audiences
“One focused target audience is great,” Torres says, “but multiple target audiences is better!” Think of how a brand, product, or service can appeal to more than just the obvious audience. For example, if you have a business that offers a service or specific products, that’s great. However, now you must also have the insight of being an entrepreneur or business owner who can provide value to other business owners, opening yourself up to a whole new list of interested outlets.
Step 3: Build Media Lists
Next, Torres suggests crafting the “dream” list. Ask the client what publications, shows, and podcasts would be an absolute dream to be featured in. Do the research, find out if those outlets accept guest or sponsored pieces, and determine how to reach them and add them to a contact list.
Also, consider building multiple lists! Remember: if you build it, they will come. Build a top tier publications list, a broadcast list, a geographic specific list, a business list, a social media list, and a marketing list. The list of lists could go on forever!
Step 4: Craft Your Pitch
Torres points out, “depending on the need, target the headlines to your individual audiences to have the most success in getting your story picked up by the media. Also, always make sure you are providing publications with value for their readers.”
Learn all about how to make an eye-catching, successful pitch from COO and OtterPR colleague Colleen Falco here.
Step 5: Shoot Your Shot
Might as well shoot your shot with the top publications or the ones that seem out of reach. The worst thing that could happen when a pitch is sent out is that they say, ‘“no.” Set the PR strategy into action. Work through it and take the successes as they come. You have nothing to lose and everything to gain!
Step 6: Evaluate
Every good publicist is constantly learning and evolving. After a campaign has wrapped or, better yet, during the campaign, create time markers to evaluate what is going well and what is not. How can you improve in the future? What can you do differently to yield different results?
Wash, rinse, and repeat for great PR success.
