Away from the day-to-day, it’s the big PR campaigns that can be the most exciting part of the communications calendar. For many communications managers, this will be an opportunity to shine and really showcase the powerful role PR can play in building brand awareness and reaching new customers for their firms.
But success isn’t always a given, so what steps can you take to ensure you maximise the impact of your story, and get that all important coverage?
In this blog, we’ll explore some simple but valuable tips that can help you amplify your PR efforts and achieve remarkable results.
Six steps to a successful PR campaign
Craft a compelling story, with a solution
A successful PR story goes beyond simply capturing attention or highlighting an issue.
Negative stories may dominate headlines, but journalists often want to know the solution too. This is an opportunity to present your brand as a problem-solver – if you can do that, consumers will be empowered to take action.
Focus on creating narratives that resonate with your target audience and demonstrate how your product, service, or expertise can address their needs or challenges. Alternatively, if it’s an issue that only government can resolve, talk about what steps your organisation is taking to campaign for a solution.
Consider the news agenda
You can’t always guarantee that a major new story won’t land on your launch day, but there are some steps you can take to find a quieter time in the news agenda.
It might sound simple, but checking calendars for regular or upcoming stories can help you to avoid launching your campaign during the busiest times. Making the right decision could be the difference between the journalist clicking open on that email pitch or your story heading for the ‘deleted items’ folder.
For example, in today’s environment of rising interest rates, brands may want to avoid launching a story on the day the Bank of England makes its base interest rate decision – unless the news is directly related.
Instead, consider launching during a time when the news agenda might be quieter, such as public holidays. Journalists often face the challenge of filling pages during these periods and will be looking for a story. Just make sure to engage your targets before the holiday, as they are likely to be seeking content to write beforehand that can be published over the long weekend.
Bring a human element to your PR campaign
Adding a human touch to your story by using relevant case studies can enhance its impact. Journalists often prioritise human interest stories. By providing real-life examples that you can tie to your campaign, you can make your content more relatable to the audience.
And when it comes to the coverage, it may even buy you more time ‘on-air’. When broadcasters can align your campaign with compelling personal stories, they are more likely to allocate additional airtime, giving your message a greater reach and impact.
Showcase your experts
Journalists may not always be aware that your brand has an expert available for interviews, so it is crucial to proactively offer up a spokesperson when you pitch your story. Your expert spokesperson can provide valuable insights, lend credibility to your brand, and generate heightened media exposure.
Even if your story is strong, explicitly inquire whether the journalist requires an interviewee for their show. By taking this step, you increase your chances of securing coveted national TV or radio opportunities.
Flexibility is a must!
When a story gains momentum, media requests tend to flood in at short notice. Embrace this as a positive sign!
Be flexible in terms of timing and location and you can increase your chances of securing all important radio or broadcast coverage. Respond promptly to media inquiries and be accommodating with interview schedules, even if it means adjusting your own plans. A willingness to be flexible can be the difference that leads to securing high-profile broadcast interviews and expanding your reach.
Work with a communications agency
The success of a major PR project can rest on relationships with key journalists. But with in-house communications teams often busy focusing on the day-to-day affairs, there can be little time for relationship building with target journalists for that all-important upcoming campaign.
By working together with a communications agency like Rostrum that is in-tune with the latest journalist movements, and which has strong relationships with trade, national and broadcast writers, you can improve your chances of securing critical coverage in your target publications.
If you are looking to amplify your PR efforts and drive your brand’s visibility to new heights, speak to our team today. We’ll work with you to create powerful PR campaigns that resonate with your audience and maximise your impact in the media.
Start building your next PR campaign with us today by getting in touch: s.placido@rostrum.agency
