How to Support Your Public Relations Campaigns
You can put a tremendous amount of time, energy, and money into your public relations campaigns. Yet if they’re not well supported, you may not get the return on investment that you desire. What do we mean by “supported?” We mean that your PR campaigns are well integrated with your other marketing and media efforts. But support extends beyond integration. It also means ensuring that you’re using the most cost-effective tactics to get results. After all, you can pay a lot for publicity, but what you receive may not be worth the price.
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1. Media Relations
All it takes is one great connection with a journalist or media representative to really get the ball rolling. Once a story is published about your organization, it’s up to you to seize the momentum and keep your brand in the news. So yes, you can and should take a number of steps that we’ll talk about, but you should also focus on media relations and building positive professional relationships with your industry’s media reps.
2. Distribution
When you’re using a distribution service to disseminate your press release, please make sure you’re reaching your targeted media outlets. Make a list of the outlets that you want to reach and compare distribution services to find the one that has the broadest reach and that also ticks most of the boxes on your list. Also be sure to compare prices of distribution services. Make sure you’re getting your money’s worth.
3. Publish More Content
A good public relations campaign doesn’t begin and end with a press release. It is supported by great content, consistent content, and content that is relevant to your audience and your press campaign message. Consider getting out of the box with your content. Publish white papers, case studies, host webinars, and write eBooks. Create content that provides value and makes a name for you and your company. And keep in mind that the media will leverage your content to strengthen their story.
4. Social Media
In addition to using social media press releases to get your news in the most hands, use social media to expand on the conversation. For example, if you use a press release to announce an event that you’re hosting, why not share photos from last year’s event? Once the event is over you can share photos, video testimonials from attendees, and content from the event. Social media gives you the ability to get people involved with and engaged in your news. It expands the power of your publicity.
Finally, measure your results. Each public relations tactic that you implement and each piece of content that you publish should have a goal – a measurable goal. Track that information so you can determine the tactics that produce the best return on investment.
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