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01/08/2018

How to win at PR

Effective public relations can be a really powerful tool within your marketing strategy. To run a successful media campaign, you need to know how to tell your story in a way that maximises its appeal to the journalists and reaches the right audience. You also need to know what they want. 

 

Right audience 

You need to do your research to understand which newspapers, magazines, websites, radio stations and TV programmes your target audiences are following. Your PR campaign needs to appeal to the audience of each outlet you send it to.  

Right story 

If you send a journalist a press release that is completely irrelevant to their publication, they won’t bother opening the next email you send them.  You’ll also reduce your currency with the media if you send them something that they don’t really think is a story; company anniversaries may be of interest for your team, but they’re unlikely to interest journalists unless they are a significant milestone.  If you’re not sure whether your story will whet the appetite of the media, ask someone in the know – run it past a friendly journalist or PR professional.  The last thing you want is to go the time and expense of coordinating a PR campaign on something that doesn’t really merit it, to subsequently have a really good story ignored because the journalists think you’re a time waster. 

Compelling 

You need to write a press release that makes the journalists’ lives easy.  It should be written in the style of the target publication, so they can copy and paste with minimum effort. Also, journalists can receive hundreds of emails a day.  You need to catch their attention with a pithy email subject line and a great, succinct, covering email. 

Right timing 

You need to send your public relations campaign at the right time.  Magazines have long lead times (from two to six months); you need to research what these are and submit your story at an appropriate time for each.  You also need to know which day of the week different journalists are most likely to read your press release and time your campaign to optimise this. 

Follow up 

You need to set aside time to make follow-up calls to the journalists. Nine times out of ten they won’t pick up your story first time round, but you are likely to get a much better response if you take the time to call them individually to see if they are interested in your story. 

PR is a fantastic way of getting endorsement of your brand and reaching a wide audience.  But to be successful, you need to do your research to understand what journalists want. 

Not sure whether PR should be part of your marketing strategy? Read our guide here.

To find out more about how Sharp Minds Communications can help with your marketing, email communications@sharpminds.agency

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