With the help of media coverage, companies can showcase their products, services, or even themselves, and offer credibility and validation while being featured in media outlets. Media coverage is different from commercials and ads because it means the company being featured in a newspaper, a magazine, or even on TV or radio positions the company as a professional in the industry. Public relations allows companies to reach their target market, build a target audience, and position a company as a professional and an expert in the industry.

However, to get to that point, companies have to define their approach and their stories.  

The brainstorming stage is the very first one in developing a PR campaign, which helps effectively utilize every step of a company’s public relations roadmap.

This roadmap is what’s going to help construct a company’s brand, get more prospects, consumers, and essentially, sales. That’s why it’s important for companies to define their goals and objectives early on, and to create a PR plan before launching a PR campaign. 

Brainstorming Session 

During a brainstorming session, a company can figure out whether it wants to set up a new logo, create better merchandise, land better clients, or even position itself as an expert in their industry. Those are very different but equally strong goals, and it’s important to define them as early as possible in order to ease the process of setting up a realistic framework and a PR plan.  

The brainstorming stage is also important because once it’s over the company can remove the parts that aren’t necessary and only put down the goals that should be reached in the PR plan.  To have a successful media and marketing journey with the PR campaign, the company can follow the steps in that PR plan .  

PR Plan 

A PR plan helps companies define the primary goals of a campaign. However, it’s important to remember that media coverage is just one of the tools that can be utilized, and it’s not the end of the road. Although companies have to get the attention of media outlets, that’s not what public relations campaigns are all about.  

However, everything begins with the brainstorming step where a company defines its unique selling point, stories, and pitches for media outlets and more. It’s important to get a large number of people involved in the step in order to help move away from any preconceived notions, and to come up with other interesting ways to look at the company itself.

There’s also no need to edit different ideas while they’re being created, as it’s important to let those ideas come to the surface.  

Even a small part of any idea  can be utilized in a campaign.  

Finally, following the news cycle is one way for companies to learn what the best media outlets are for their industry and for learning trending topics that they company can also discuss when aiming for media coverage.

Another way to brainstorm ideas for a campaign is to think outside of the box and look at human interest stories as an angle to pitch to outlets. 

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.