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. 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.