Public relations campaigns tend to have a very long-lasting effect on a company’s public reputation and image which is why they have to be planned well in advance.

They entail a lot more than simply sending out a press release whenever a business has a new product it was to promote or generate some brand awareness.


Before a company can start running a PR campaign, the campaign needs to be well planned.

The first step in the planning process involves setting big-picture goals that the company wants to achieve with that campaign.

Those goals can be things like increasing product sales, generating brand awareness, or reaching a brand new audience.

Once the overall goal has been set, it’s time to start breaking it down into specific objectives that are going to be achievable for the business.

That means the company also needs to make the deadline and budget for the campaign into account.


Before a company gets to decide on how it’s going to be delivering its PR campaign, it has to define the people that are going to be receiving that campaign.

That means businesses have to conduct audience research and create one, or several, buyer personas according to the information that’s generated from the research.

For example, if a company wants to reach parents with its PR campaign, it should focus on how it can target those potential consumers, which might include things like demonstrating why the company cares about how its solutions can affect families, or promoting a family-first message.


Once the business has decided which audiences it wants to target with its PR campaign, it’s time to dig a little deeper into the information that’s been generated from the audience research to figure out which platforms those potential consumers prefer to use.

That’s the best way for any company to decide which communication channel it should use to deliver a PR campaign in the most effective manner.

Press Release

Finally, it’s time to create the press release for the public relations campaigns, because no campaign is going to be successful without some media coverage from the right outlets. However, companies that want to get help from journalists have to figure out how they can help those journalists first.

That means, instead of creating a standard press release announcing the brand new solution from a business, for example, the company needs to figure out an angle that’s going to make the story a lot more appealing to all types of potential consumers.

That means telling a story through the press release and product announcements and including quotes or additional data that will support the statements that the business is making.

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’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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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.