PR is about building a positive and interesting narrative for a brand. A PR campaign is an effort to achieve a goal with the help of strategic messaging to a target audience.

It includes a series of activities that have a specific objective and which are usually time-bound. As with any other campaign, a PR campaign has certain elements which are necessary for its effective execution. The essentials of a PR campaign are given below.


Research helps define the objectives of a campaign. Every PR campaign has a goal in common: to spark interest.

Research is needed not only on the target audience, but also the channel of communication. Research can also include an interview with a stakeholder, or data from a survey. It can be formal or informal.

Formal research would include a study, and informal research might involve asking people their opinions. Research on SEO also helps online content do well.

Set Goals

Goals are what a company seeks to achieve through a campaign. A company’s goals may be of different kinds, such as acquiring new clients, sustaining old ones, or increasing sales.

Many companies want to enhance goodwill and establish a rapport with their audiences. Some concentrate on exposure, in order to become more recognizable. PR goals are often broad and abstract. For instance, a business might want to establish itself as an authority in their space.

Craft a Message

Once the goal of a PR campaign is established, the next essential step is to figure out how to develop a message that makes the goal a reality.  An idea should be formed on effective ways to reach audiences.

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Messages may appear simple, but they should be what a customer or reporter would remember.

They should be concise and well-crafted, so that they give a campaign consistency. For instance, a business may fill a gap in the marketplace with its services and products.

A message that identifies these gaps and demonstrates how a product can fill these gaps would be effective. The language used for PR messages should also be suitable for the target audience.

Analyze Competition

To stay ahead of competition, it is important to know everything about it. The PR activities of competitors should be monitored, and their successes and failures should be noted.

If a certain strategy works for them, that could be included in a campaign. Imitating strategies is not a good idea, but analyzing them to improve one’s own can be beneficial.


The  execution of a campaign includes everything that needs to be done within it. It includes distributing flyers and holding hybrid events or media tours.

The execution of a PR campaign can also include direct consumer contact.

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.