Public Relations Examples: How to Create a Top PR Campaign
A public relations campaign allows businesses to control the information spread about the company by creating a narrative with the media that positions the company to attract more customers without creating a big budget on advertising campaigns.
However, it takes work to create and implement a public relations campaign that the business can follow.
For businesses that are looking to create a public relations campaign, they first have to create a media plan which outlines who the business wants to reach, what the campaign should achieve, plans on what’s going to be happening in terms of strategies and tactics as well as how the business is going to measure the campaign’s success.
The first step when creating a top PR campaign is to define the goals for the campaign itself. The goals can range from engaging the target audience and customer base, creating a positive image for the brand, establishing the company’s expertise in the industry, introducing a brand new product or service into the market, generating more sales or leads, and more.
The outlined goals have to be clear and quantitative and align with the overall sales, marketing, and business goals.
When it comes to public relations, everything is centered around the target audience, which is why companies have to define who’s the target audience, what those people care about, where they’re most likely to gather, how they like to communicate, and how to get their attention.
Once a company knows who falls into its target audience, it’s easy to start creating a PR campaign around that audience because it will understand how to attract the audience’s attention and communicate how its products can solve some of their pain points.
After outlining the goals and figuring out the target audience, it’s time to create content for the public relations campaign and schedule that release. It’s important to connect with media outlets, journalists, and reporters to make sure some of that content will be presented through those channels and not only through social media platforms and the company’s website.
That’s why the schedule should also include any media appearances for the brand, follow-up strategies after those appearances, as well as an additional schedule that’s going to share those appearances to the target audience on social media.
Finally, brands need to create some type of measures to track the results of the PR campaign, such as sales numbers, preorders for new products or services, lead acquisition and conversion, attendance numbers at events, etc.
Companies should be sitting down to review the results according to their measurements after every stage of the public relations campaign to see whether the goals have been reached.
If they haven’t, the plan should be modified to ensure that the goals are reached in the end. It’s also important for brands to measure how that particular PR campaign can integrate with the rest of the business’s marketing campaigns.