Setting up a good PR campaign in a few steps
Public Relations (PR) is important for every company and for every entrepreneur, you have undoubtedly heard that countless times. But do you know what exactly is meant by that and how it is also important for your company? Have you already thought about how you can work on your PR? Is the idea of finally putting it into action already in your head, but you can't think of a concrete solution yet? We are happy to help you with some valuable tips to turn that vague idea into a well-thought-out and successful one PR campaign that benefits your business.
What do we mean by PR and a PR campaign?
Marketing and public relations are often spoken in the same breath, yet there is an essential difference between the two. Not only in terms of intention, but also in terms of interpretation, you cannot place both terms under the same denominator.
While marketing is primarily intended to immediately increase sales and turnover, PR goes much further. PR aims to increase the image, reputation and visibility of a company by entering into valuable and sustainable relationships with media and journalists and thus indirectly with customers, clients, business relations and even employees. Setting up a PR campaign is the ideal way to start, shape and expand your PR in order to strengthen your position.
5 steps to turn your PR campaign into a successful PR campaign
Now that you know what PR exactly means and that it is also important for your organization, the question immediately arises as to how you put this into practice. It is good to ask you that question, because you want to avoid a negative campaign and it will do more harm than good to your organization.
The message is to build from the beginning, working carefully at every step to eliminate risks. That is the key to success for any PR campaign. So only launch your campaign once you have fully worked out all these aspects.
Step 1: what is the goal?
To develop the structure of your campaign, it is first important to determine what you want to achieve with it. Determining a goal is the start of everything and that is no different here, it ensures sufficient focus and structured work.
So ask yourself why you want to do a PR campaign, what you want to achieve with it and when you want to achieve this. Simply launching a campaign because it is part of it is never a good idea and does not offer added value.
Step 2: who is your target group?
What organizations often overlook is determining the target group you want to reach with your PR campaign. Only when you know who your target group is can you determine which one PR strategy is suitable and how to complete the campaign to attract those people.
It may seem as if determining that target group will leave people out, but it still helps in the long term to provide so much focus. This produces better results, although for a more limited group than you might have envisioned.
Step 3: what budget can you make available?
The success of a campaign does not depend on the money you make available for it. Yet setting a budget is important. If you know what amount you have available, you can shape the strategy. This also avoids having to drop out halfway through the campaign or change strategy because the money has run out. Half a campaign yields little to nothing and does not make a good impression with your target group.
Step 4: which media do you want to enable?
Which media you enable largely depends on the steps taken above. Your target group is actively present on specific media channels and you should use them to draw attention to your campaign.
The size of the budget and the goal are also important. Based on the profile of your target group, look for channels through which you can reach them and focus on this in your strategy.
For example, if your target group is very local, local media can be a helpful tool. On the other hand, if your target group is mainly active on Facebook, Linkedin or Instagram, it is better to choose those specific channels.
Step 5: measure the effect of your campaign
Determining and recording important metrics in your PR campaign helps you maintain structure and work efficiently. So think carefully in advance what your definition of success is, so that you can celebrate it if you manage to achieve those goals.
Also explore the possibilities of measuring the success of your PR campaign in the form of monitoring or analysis software.
Also see: PR stunt examples
Need help with your PR campaign?
The tips mentioned already provide good tools for setting up a PR campaign yourself. However, it is possible that you do not see the beginning of this yourself. Do you need some help in setting up your own unique, personal PR campaign? Or would you rather outsource PR so that you have more time for what you are good at? Based on our knowledge and experience, we know how to convert your strengths into a valuable contribution. Please feel free Contact with us!