Marketing Managers often find PR the most time-consuming and complicated part of their marketing mix.
This is why this is the element of marketing most frequently outsourced to agencies such as ourselves.
We believe the secrets to PR success lie in this formula we have perfected over the years:
PLANNING + CREATIVITY + VISUALS + JOURNALIST EMPATHY = PR SUCCESS
Start with a PR Plan: This plan will detail your media list, your key messages and objectives. This will keep you on track and enable you to be proactive, which is essential in PR.
This plan will also encourage you to use a selection of different PR tools rather than replying purely on the traditional press releases. It is important to encompass video, interviews, features, sponsored columns, expert tips pieces etc.
Creativity is at the heart of PR: From your attention grabbing headlines to the story angles, they have to stand out from the hundreds of other stories the journalists receive every day.
We always look for a newsworthy story or angle; be it an event, a charity connection, a business growth story or simply a great photo op.
Celebrity PR can teach us a lot here: They are innovative, always jump on the back of trends, aren’t afraid to share their opinions, and love a photo!
A photo can truly make or break a campaign. It has been proven that press releases with a photo have a much higher chance of successful publicity and generally gain 2 to 3 times the editorial space.
Journalists are busy professionals; the more we can empathise with them and work with their deadlines and communication preferences, the more chance we have of success.
We also ensure they receive information in the format which suits them. This means quality photos and clear, concise copy.
As all PR professionals will agree, PR success also comes from building relationships with the journalists and maintaining communication.
If you need more PR advice or support, come along to the Tasty Marketing PR training course, Secrets to Successful PR, on Thursday 21st March 2013. To book your place contact Digital Agency Intergage on 0845 456 1022.
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