Knowing the Target Audience
The first step in creating any sort of PR campaign means understanding the target audience on a very detailed level.
This is because with PR campaigns, companies shouldn’t be only planning how to talk to prospective customers, and instead they should also figure out the best way to get the attention of media outlets.
That means businesses have to create stories that will be appealing to both the target audience and the relevant publications.
The target audience doesn’t always have to consist of potential consumers, and instead companies can target investors.
No matter who falls into the category of target audience that the company wants to reach with the help of media coverage, knowing what that audience wants to hear about is the best way to get their attention.
Reliable Resource
When companies are looking to get attention from publications, one of the greatest assets in that pursuit can be thought leadership efforts. These days, thought leadership can come in many different forms.
There are blog posts, video content, op-eds, and plenty of other types of content that can feature the perspectives of a company’s founders.
Additionally, journalists and news outlets are constantly looking for a unique perspective on current topics in the news cycle.
That means they’re always looking for commentary from industry experts.
Although this might not end up directly promoting a business, it’s important to get the company’s name out there and build relationships with members of media outlets.
This way, business owners or founders can act as a reliable resource for them, while building valuable connections that can be utilized later when the company is looking to promote itself.
Press Releases
These days, most people think that press releases are boring and tend to be stuffed with generic corporate speak, which makes a lot of people wonder if the companies sending out press releases even bother to read them in the first place.
However, this doesn’t mean every company is the same, because there are plenty of companies that turn press releases into a great resource for journalists who can then use press releases as a source.
Including in press releases things such as statistics about the given industry, or even the company itself, can act as an attention grabber.
