With few exceptions, successful PR campaigns aren’t the result of dumb luck. A PR effort that achieves its objectives is almost always the result of careful planning and savvy execution. If you take the time to lay the groundwork, the second part of the equation will be far easier. There are at least four major elements that form the foundation of a winning PR campaign.
If you don’t know what you’d like to accomplish with your PR campaign, it’s going to be pretty difficult to hit any specific milestones. Before you do anything, come up with one or more concrete objectives that your campaign should achieve if all goes well. Consider factors like budget and time frame when you’re putting together a list of objectives to guide your strategy.
Knowing whose favor you’re trying to curry is one of the keys to a fruitful PR overture. Campaigns that are too broad tend to fizzle out since they’re trying to reach too many different target demographics. Campaigns that are too narrow in focus often deliver lousy ROI. Do some serious market research and figure out who you’re trying to influence before you begin.
Honesty and Transparency
Whether a PR campaign is meant to promote a business or deflect criticism, establishing trust and credibility should be a top priority. If you’re dishonest with your intended audience, it’s more than likely that they’ll find out about it sooner or later. Playing it fast and loose with the truth is a surefire way to see your campaign go down in flames.
Prudent Channel Selection
Nowadays, there are hundreds of ways to reach an audience thanks to the rise of the Internet. Everything from traditional press releases to social media contests can be used to move a PR campaign forward. Carefully selecting the appropriate message delivery methods for your PR campaign is the final piece of the puzzle. Fortunately, analytics and market research can show you what channels are most effective based on your target audience.
Measure Twice, Cut Once
Establishing a solid foundation for a PR campaign before pulling the trigger is essential for several reasons. First off, a campaign without a clear vision is difficult to keep on track. Furthermore, it’s difficult to change horses midstream if you need to switch up your campaign’s focus. Once you have your blueprint worked out, stick to your itinerary and follow through.