Implementation of a good public relations strategy requires upstream research and analysis to obtain relevant content. From now on, the visibility of a brand or company depends partly on “earned media”. It is the notoriety gained through mentions made in blogs, on social networks, in the digital or paper press, or on specialized sites. This requires developing an effective PR strategy by defining your objectives and crafting messages tailored to the goals.
Before contacting any media outlet or journalist, you should research the product or service you want to offer. The information collected pertains to the subsequent media environment.
To learn more about the success or otherwise of similar services or products already in the market, do your research on social media and in the press. With monitoring tools, you’ll learn more about your customers, your market, and your competitors while learning more about how your brand is perceived.
2. Set Your Goals
Whether you want to improve your visibility by appearing frequently on the web or whether your mention in the press is important or not, you should clearly define your objective before pitching. To clarify the latter, ask yourself what you want to achieve and what kind of message you want to convey to your customers.
Establishing your effective PR plan depends on the objective, which you should be able to sum up in one sentence.
3. Specify Brand Positioning
Specify how your brand or company is positioned, as well as the key messages you want to convey, taking into account your goals, your activities, and the values you convey.
Through your messages, you can opt for “cold” speeches by tackling topics that are not related to current events. This type of content will be accessible and valid over time. Your messages can also be related to a viral topic or news from your company. In this case, “hot” speeches can relate to a fundraiser, a new breath within management, or even the launch of a new service or product. Although it is possible to alternate these two types of messages, “hot” speeches are more interesting to media outlets.
4. Design the message and organize its delivery
Your pitch should be written based on your goals and the research you’ve done before. In addition to matching your business, it is essential that it attracts your customers as well as influencers, bloggers or journalists.
Easy to digest, concise and simple, your speech should help the media produce relevant content, while meeting your customers’ expectations and encouraging them to act. Examples, figures or figures along with quotes from project managers or managers make it more coherent and simplify its understanding.
To properly organize the distribution of your press release, remember to choose the most appropriate communication channel. You can opt for postal mail, instant messaging on social networks or even e-mailing.
5. Find the Right Target
For an effective PR strategy, choose influencer contacts. The latter may be actors of press relations, such as influencers, bloggers or even digital journalists or the printed press. Thus you can target amateur, professional, national, specialized or mainstream media.
If you choose a journalist, especially one of the actors in demand, be sure to find the most qualified person to talk about your activity and your news. Do your research on Twitter, as most of them have accounts on this network.
Use a PR platform, such as Horse Entente or Babbler, to facilitate your research and segment your media outlets. You can also buy journalist databases on these software.
By reaching out to influencers and bloggers who are competent in a specific area, you increase your chances of making your offering, your service, your product or your brand known. Some influencers can communicate on Instagram as well as on their blogs.
By typing in hashtags or keywords related to your activity on the social network, you will find influencers and bloggers tailored to your brand.
6. Build Strong Relationships with PR Actors
Your first contact with the media relay of your PR strategy will be decisive for the rest of the relationship. Remember to write her the first personal message that shows you know her to establish mutual trust while building a strong connection.
Before contacting the influencers, you must observe a certain ritual. In addition to following them on social media, be sure to engage with their posts when relevant. This method allows you to pay attention and give them time to get used to your contact before building a relationship with them.
Liaisoning with journalists is different, as the latter seeks to first of all seek exclusivity and dissemination of information. Compared to their area of expertise, they are more sensitive to the relevance of the discourse.
7. Evaluate the Effectiveness of the PR Strategy
A public relations strategy should be analyzed regularly and thoroughly. To find out if it’s effective, remember to check a few key criteria:
- Percentage received according to the number of published material compared to the number of relays contacted;
- the conversions generated through the campaign;
- The number of visitors recorded on the website thanks to the campaign;
- the amount of press coverage, such as mentions, interviews, articles or content published by influencers or bloggers;
- percentage of emails containing messages opened;
- The virality of content on social networks is measured with the number of shares, comments and likes.
An effective PR strategy begins with researching the desired market. With the information gained during this research and defining your objectives, you will be able to compose a message suited to your goals. These are created by your customers as well as by various media relays whose mission is to publicize your offer. Taking care of the first contact with them is essential for establishing trust and building a strong relationship. Once a PR strategy is implemented and the campaign is launched, its effectiveness should be evaluated so that it can be improved if necessary.