If you aren’t familiar, the goal of a public relations campaign is to spread momentum and create a narrative around whatever it is you are trying to promote. Some of the most successful PR campaigns have stood the test of time and remain front of mind for many people years after they’ve run. Some of the most memorable PR campaigns include American Express’ Small Business Saturday, Red Bull’s Mission to the Edge of Space, and the “Got Milk” campaign. Each of those campaigns was iconic for a reason, and if you follow the steps below, maybe your agency can create an award-winning PR campaign.
Create a plan and stick to it as best you can
The benefit of having a plan when first starting a PR campaign is that you go into the project knowing what it is you are trying to achieve. It can also help prevent a distraction from derailing your project. For example, if a client comes to you with a shiny new idea, you can push back on acting on it if it won’t help you stick to your plan, or it won’t help create any ROI. Simply direct your client to your plan and reiterate why it’s important to stick to it. Having a plan with concrete goals will also help you when putting together an award submission, which will be required by most awards.
Plan a multifaceted strategy
Just drafting a press release and putting it on the wire won’t be enough to count as an award-winning campaign. Besides a press release, you’ll need:
- Social media
- Internal and external communications
- Alternative content like blogs and videos
- And so much more!
You’ll want to take a 360-degree approach when launching a PR campaign, helping ensure the most eyes possible see your messaging.
Identify the most relevant journalists and follow up with them
Ensuring you have pitched the journalists who are most likely to cover your news will save you time and will lead to the best results. Also, don’t forget to follow up with them. Sending out one email pitch is rarely enough. Most journalists have inboxes full of pitches similar to yours. Make sure your messaging stands out, is timely, and most important, is relevant to their journalist and their readers.
Measure, measure, and measure some more
It’s no longer enough to say, “I’ve secured x number of articles.” Marketing tools have made it easier than ever to add concrete data connecting those articles to increased sales numbers, visits to the website, social follows and more.
Need help crafting an award-winning PR campaign? Contact UPRAISE Marketing + Public Relations today to learn more about how we can help.