For a PR campaign to be successful, it requires several things, but above all, it needs to be strategic, creative and data-driven.
Great campaigns come down to understanding your objectives, your audience and your ability to tell a great story, among a few other things!
When building a winning PR strategy, here are eleven things that will take your PR from ordinary to extraordinary.
Before you start executing, you need to set clear objectives for your campaign. Develop a detailed PR plan that uses the SMART criteria (Specific, Measurable, Attainable, Relevant, Time-bound) to define goals that are big and realistic.
For example, instead of setting a vague goal like “increase brand awareness”, set something more specific like “increase social media mentions by 30% within three months of the campaign launch”. This way, you can track progress and show value to stakeholders.
Understanding your target audience is the foundation of any PR campaign. Use tools like surveys, social media analytics and customer data to create detailed personas and better understand your target audience.
For example, if you’re promoting a new fitness app, you might find that your main audience is health-conscious millennials who use Instagram and TikTok for fitness inspiration. This information would then inform your content and channel strategy. Make sure that your key messages are tailored to the right audience and are going into the right places.
A good story is the backbone of any campaign.
It should align with your brand values, resonate with your audience, and be effectively communicated through media relations. Think about the story you want to tell and how it ties in with current trends or societal issues.
For example, you may want to focus on your environmental credentials, leveraging your governance or sustainability efforts. This way, you promote your product and position your brand as one that aligns with your audience’s core beliefs and ethos.
Not all media channels are equal, and what works for one campaign may not work for another. Choose the platforms and social media channels that your audience uses and loves.
LinkedIn might be a more effective platform than Instagram if your audience consists of business professionals. If you’re targeting a local audience, partnering with local news outlets and community organisations might be more effective than using national media.
Once you’ve chosen your channels, focus on creating content that’s tailored to each platform and audience segment. High-quality, engaging content, including social media posts, is more likely to be shared and picked up by media.
Creating compelling content can position a company as an industry authority.
For a B2B tech company, this might mean creating in-depth white papers for industry publications and snackable infographics for social media. The key is to adapt your message to fit the format and expectations of each channel while keeping consistency in your overall narrative.
Timing can make or break a campaign.
Consider industry events, product launches, press releases, and media lead times when planning your campaign timeline. When plotting out your timelines, look for opportune moments in the calendar and be hyper-aware of any periods which may detract from what you’re trying to do.
A good PR strategy also factors in an element of reactiveness when it comes to timing. Recognise that real-world events can have an impact on your efforts. Don’t be afraid to hit pause on your plans should something like this happen. Just because you’ve planned some public relations activity around a certain time doesn’t always set it in stone.
As PR experts, when creating PR strategies, we would always counsel to be reactive to issues at hand. If that means holding fire on a launch moment, so be it.
And finally, set your key performance indicators (KPIs) at the start of your campaign to measure PR success and track consistently. This might be media mentions, social media engagement, website traffic, or lead generation, depending on your campaign goals.
Use tools like GA4, Semrush or Ahref, social media insights, and media monitoring platforms to gather data. Regularly analyse this to see what’s working and what’s not, and be prepared to make real-time changes to your strategy.
Analytics tools are essential for tracking various performance metrics in PR campaigns.
So, those were seven strategic tips for building a winning PR strategy. But here are four more pro tips from PR professionals that can take your strategies to the next level.
If you want effective media outreach, building relationships with media outlets is crucial.
Research media journalists who cover topics related to your industry and familiarise yourself with their work and preferences to tailor your pitches effectively. Nothing puts a journalist off more than an ill-considered pitch.
Develop a list of key media contacts and build relationships with them through regular communication and engagement.
Going beyond this, you can even reach out to key journalists before you’ve even drafted any press releases. Including them from the outset with themes and ideas brings them on the journey; you can tap their industry knowledge and create mutually beneficial relationships this way.
By developing relationships with media outlets, you can increase your chances of securing media coverage and achieving your PR goals.
Collaborating with influencers can significantly extend your business reach.
Identify influential social media personalities in your industry who align with your company values. Partner with them for endorsements, reviews, or joint content creation.
An influencer doesn’t just live on Instagram and TikTok, though there are a lot of them there. The term influencer has become something of an ugly word in recent years as people associate the term with pushy people who get free things. But all an influencer is, is someone with a platform and presence whom an audience trusts.
That could just as easily be an individual on Linkedin as it could be on TikTok or Instagram
Influencers can help amplify your message, increase brand awareness, and drive website traffic. They promote content and build a community. When selecting influencers, consider their relevance, reach, and engagement rates. By leveraging influencers, you can tap into their established audiences and enhance your PR efforts.
Issues management and crisis management are essential for preparing for and responding to unexpected events that can impact your brand’s reputation.
Issues management involves the prediction of potential issues and crises. Crisis management is the steps you put in place to react to said issues. A crisis response should be quick and transparent to effectively manage the situation.
Ensure that you are prepared for any eventuality, so regular training for spokespersons is important for consistent messaging during crises and preparedness with issues management.
Combined, these plans should include protocols, communication strategies, pre-approved messaging, key contacts and such.
Staying up-to-date with industry trends and best practices is crucial for creating an effective PR strategy.
Continuously monitor industry news, research, and developments to stay ahead of the curve.
Attend conferences, workshops, and webinars to learn from industry experts and network with peers. Stay informed about the latest PR tools, technologies, and platforms to optimize your PR efforts.
By staying up-to-date, you can refine your PR strategy, improve your skills, and achieve better results. Keeping abreast of industry trends ensures that your PR plans remain relevant and effective in a constantly evolving landscape.
A successful PR campaign is a combination of strategy, creativity and data-driven decision-making. By setting clear objectives, understanding your audience, telling a compelling story, choosing the right channels, creating content that’s tailored, timing your campaign well and measuring consistently, you can amplify your PR.
Remember, the best PR campaigns are ones that are agile and adaptable. Listen to your audience, be prepared to pivot and always keep the end goal in mind.
AMBITIOUS by name and by nature, we are a PR led communications agency that delivers integrated strategic communications - online, offline and everywhere in-between. Proud to be crowned winners of The Drum Magazine's RAR Best PR Agency of the Year.
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