How To Plan An Effective PR Campaign

By Elijah Masek-Kelly

How To Plan An Effective PR Campaign

The long wait is finally over.

You have put in tons of work over the past few months (or maybe years) developing something new and exciting to share with the world.

Maybe it’s a new startup that offers robust security software to businesses. Perhaps it’s a new app in your company’s portfolio that has some incredible new features. Or maybe your boutique SEO agency is merging with another company and preparing to scale up operations.

Whatever work you have put in behind the scenes, there comes a time when you need to share it with the world.

That means you need to start planning an effective PR campaign.

Get Your Name Out There

While small business owners are usually adept at taking on the minute, day-to-day challenges of running a company, when it comes to PR campaign planning, a lot of people are lost at sea.

In the interest of helping entrepreneurs get some valuable brand recognition on a budget, here is a complete guide to planning an effective PR campaign:

The Complete Guide To Planning An Effective PR Campaign

  • Make Clear Objectives

There is no use starting out without a clear idea of what you want to achieve. It’s important to keep in mind that these objectives should be measurable. Some common objectives are:

  • Increase brand awareness
  • Achieve X amount of leads, sales, or conversion rate increase
  • Increase awareness about new product X to established audience Y

Kenny Goodman has some words of advice for planning clear objectives in a PR campaign.

The trick? Setting measurable targets. “It’s essential to have a thorough knowledge of what you want to achieve, and to have a realistic timeframe in place” for achieving the objectives, writes Kenny Goodman.

We could not agree more.

  1. Formulate Specific, Measurable Goals

As you probably noticed, a list of objectives can be relatively broad. They are meant to state the end-goal of the PR campaign without describing how to get there.

The how is all about formulating goals.

As Sarah Lake puts it, your goals need to be “specific, measurable, results-oriented and time-bound. These goals must be in-line with your overall business, marketing, and sales objectives.”

So let’s take the first objective mentioned above as an example.

If you want to increase brand awareness, one of the best ways to do that is to get featured on an important site relevant to your niche. That is a major goal of your overall objective.

The goal of being featured on an important site comes with a number of sub-goals. For example, you will need to:

  • Write a proper press release
  • Cultivate a list of relevant journalists and influencers
  • Make a timetable for when you want the press release to be launched

Before taking on these sub-goals, however, it’s important to know exactly who you want to connect with.

  1. Target Audience

Your target audience are the people who you think would take an interest in your story or message.

One of the biggest mistakes made by small business owners is that they assume everyone wants to know about their business. Go to the full article.

Source:: Business 2 Community

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