A PR campaign exposes a business to its audience by utilitizing information of public interest and industry-relevant news items.
PR covers a lot of activities which bolster a brand’s exposure and public interest, including press releases, newsletters, community participation, public speaking, commentary in the media, and bylined articles. A good PR campaign also requires that a business owner develop a good professional relationship with local news reporters and media people, and just be an all-around good citizen.
Essentially, PR is all about conveying the right message and the right time to your targeted audience by using precise and regular communications.
Before you even begin your PR campaign, however, it’s important to consider your audience. Do you even know who you audience is? If you don’t, then your PR campaign will lead your business to essentially talk into an abyss, with no one else listening. You must target people who will listen and invest their interest in what you have to say and provide.
As a small business, you audience likely includes your investors, your vendors, the local community, the local media, your neighbors, and your customers.
Once you’ve narrowed down your audience, it’s time to develop a PR plan.
- Figure out your objectives. What do you want to accomplish for your business? Set your business goals and form a PR budget based on this goal.
- Set your brand voice. How do you want to be perceived by your audience? How do you wish to position yourself in the industry, and what will make you stand out amongst the competition?
- Create a public message. Your messages must be factual. Know what you can deliver, and back it up with facts and figures.
Once you’ve nailed down your business’ objectives and identity, it’s time to think up a strategy. Your strategy will position you in the public eye. For example, one strategy could be to market strictly to a certain gender or age group. Or, separate yourself from the competition by developing innovative solutions to common problems with your products or services. These are just a couple suggestions, and your strategy certainly isn’t limited to them.
Consider, also, the tactics your business should use. Tactics are instruments in your PR campaign, such as a Press Release, a Public Appearance, or Media Outreach.
During your PR campaign, it’s important to develop good relationships with your local news media. Don’t be intimidated by the press, but use them to your advantage. The local news may need your expertise to bring light to a particular news story, so don’t be shy about sharing your accomplishments or years of experience in a related field. This is especially the case with local news stations, which may not have experts or celebrities on tap for breaking news stories.
So, in a nutshell, a PR campaign is all about doing what you do best and letting your community know about it. The professionals at Sticky Web Media can assist you in developing your PR campaign and strategies.