4 Tips to Launch Your First Effective PR Campaign

When you dive into public relations, the spotlight will be on you.

5 min read

Opinions expressed by Entrepreneur contributors are their own.

You’ve designed and launched a mobile app and are starting to make a lot of money. You’ve been practicing medicine for years, and now you’re ready to open your own practice. You’ve just finished a round of funding, and now you’re ready to ready to take your marketing efforts to another level.

But are you ready to dive into the world of public relations? You know that you want the world be aware of you and your product, message or mission. You’re excited, and you believe in what you’ve created — but do you have all the elements in place needed to launch a short-term PR campaign or hire a publicist for the long haul?

Before you even start researching PR firms, think first about the meaning of publicity — and what you want out of it. According to Business Dictionary, publicity is the “type of promotion that relies on a public relations effect of a news story carried usually free by mass media. The main objective of publicity is not sales promotion but creation of an image through editorial or ‘independent source’ commentary. While the publicist can control the content of the story, he or she may not have any control over its placement or interpretation by the media.”

Related: Are Your PR Efforts Falling Flat? Here’s How to Fix It.

So even in this frenzied digital world, PR is the same as it ever was — it’s meant to raise awareness, not directly sell anything. When it works, the spotlight will be on you — and you have to be ready for it.

Here are a few things to consider before launching your first PR campaign:  

1. Your thought leadership is your pitch.

Even the most experienced entrepreneurs and distinguished executives have trouble with this one. Often times, C-levels and founders are reluctant to step into the spotlight. They prefer being more behind the scenes, but this will hurt the chances of getting your company the media attention it deserves. Consumers want to hear directly from the people leading the organization and the founders behind the emerging startups — not a faceless message behind a brand.

Work with your PR agency to prepare three to five solid topics you can speak to, each having a headline and no more than a sentence or two describing the topic. What is being talked about in the media and online that you can lend your expertise to?  Many PR firms use advanced AI and data-science backed analytics to monitor conversations and trends, but a quick keyword search on twitter can provide valuable insight as well.

Still struggling to come up with ideas? Think about the lessons you’ve learned on your entrepreneurial journey. You might be surprised how impactful parts of your own story could be to your audience.

It’s essential to get out of your own head and think about how what you’re doing is meant to help or in some way benefit others, not necessarily how it’ll make you look like a rock star. A good PR person lends that third-party credibility when approaching writers and editors, so it doesn’t seem like you’re just bragging about how wonderful you are.

Related: How PR Is Intersecting With AI

2. Provide polished details of your personal brand.

Thought leadership and personal branding go hand-in-hand. Your audience, as well as the media, want to know who the founders are on a more personal level. A CEO’s following on social media is quickly becoming one of the first things looked to as social proof. Make sure your profile is polished and ready to go:

  • Create a succinct and interesting bio. This is extremely important to get right, and an experienced PR person can help you formulate it.
  • Get a high-resolution, professional headshot. No selfies!
  • Collect previously published clips relevant to what you are promoting — where you have been written about or you have written something yourself.
  • Have links to all social media, including number of followers. Writers and editors want to know that you are able to help share the article.

3. See what sticks.

Now that you have your pitch and personal brand ready to go, let’s see what sticks.

Have your agency develop a targeted media list. This should be compiled of the agencies own contacts as well as lists pulled from social listening tools. Your pitches are more likely to be picked up by the journalist and writers that are actively writing or talking about a particular subject.

Test out the pitches and see which ones get interest. Don’t get discouraged if no one picks them up at first. Your agency should be able to tell you if the pitch emails were at least opened, which can give you an indication that you’re on the right track. Stay on this step until it becomes clear that a particular pitch or two is starting to get interest.

Related: How to Pitch Your Business, Product or Idea to Industry Experts

4. Do some leg work. Think like a journalist.

Now that you’ve really nailed your pitch(es), it’s time to really polish it up to make it even more appealing. Look for data and other statistics that support your pitch and the industry you’re in — similar stories that have appeared and relevant use cases. Journalists will appreciate you handing them everything on a “silver platter,” so to speak.

That being said, always have realistic expectations before diving full-force into a PR campaign. Don’t expect to get a spot on Good Morning America the same day you hire a publicist. Choose a PR agency that focuses on results and understands digital marketing and what it takes to grow a business.

Source link

more recommended stories

  • How to Build Philanthropy Into Your Budget — Even If You’re Not Google

    Big-name companies like Google are doubling.

  • 10 Questions to Ask Before Committing to a Business Partner

    If you can get someone to.

  • Model 3 Gets Bad Report Card, Leading to Drop for Tesla Stock

    Plus, more signs of a sputtering.

  • 4 Ways to Successfully Turn Your Day Job into a #SideHustle That Earns You #PassiveIncome from #ThePowerofPassiveIncome

    Find out which key moves you.

  • J.M. Smucker Is Up, But Rest of Stock Market Soft After Minutes of Last Fed Meeting Released

    The stock market wasn’t sure what.

  • The 10 Most Reliable Ways to Fund a Startup

    Every funding decision is a complex.

  • The Most Important Career Lessons Are the Ones You Learn From Your Mistakes

    Instead of being embarrassed by your.

  • 7 Steps to a Perfectly Written Business Plan

    February 20, 2019 7 min read.

  • Must-Reads for List-Makers, Disrupters, and Social Entrepreneurs

    Inspired by our own personal goals.

  • 3 Fast Ways To Get Good Press

    Whether you’re a publicist or a.

  • 9 Questions to Ask Candidates’ References

    February 18, 2019 5 min read.

  • Are Your Goals Too Small? Here’s How to Know.

    See your life transform by setting.

  • 5 Partnership Lessons From Bill Belichick and Tom Brady

    Neither would be wearing so many.

  • Learning From Kevin Hart’s Social Media Mistakes

    He lost his gig at the.

  • Breaking Through on the PGA Tour After 187 Tries

    PGA Tour player Ken Duke shares.

  • Learn How to Practice Mindfulness at Work for Less Than $40

    Make the ancient, stress-relieving discipline more.

  • Why Your Next Startup Should Focus on Healthcare

    Breakdowns exist in the healthcare system,.

  • Market Up as Government Shutdown Averted, but FAANG Stocks Still Down

    The government shutdown drama is over.

  • 9 Business Ideas Under $1,000 You Can Run From Anywhere

    February 15, 2019 11 min read.

  • How to Make Your Wealth Last for Generations

    Hone your financial literacy and sustain.

  • Bed Bath & Beyond (Up 49 Percent This Year) Continues to Rise, but the Market Falls Flat

    Stocks were not feeling the love.

  • This Startup Raised $30 Million. Now, Its Founder Is Accused of Fraud.

    This promising Mexican startup closed its.

  • Corporate America Needs Understand These 4 Keys to Working With Millennials

    Millennials have a bad reputation that.

  • Government Shutdown and Trade Talks Still in Limbo but Market Up Slightly

    The stock market didn’t seem overly.

  • Jack Dorsey Picks Elon Musk as ‘Most Exciting’ User, Amazon Buys Eero and Prices Spike at Whole Foods (60-Second Video)

    Here are three things entrepreneurs should.

  • This CEO Says That Second-Guessing Your Business Is Natural

    The big decision for this Canadian.

  • The Government Shutdown Wasn’t So Bad for the Stock Market — But Avoiding a Shutdown Would Be Even Better

    The Entrepreneur Index™ was up big.

  • Mars Trip Could Cost You Less Than $500K or Even $100K

    The prices would be ‘low enough.

  • Chipotle Shoots for the Stars, Hires Oscar Winner to Produce Ad

    The burrito chain the had biggest.

  • Could These Companies Be the Next $1 Billion Unicorns?

    A new study looks ahead at.

  • Stop Hitting the Snooze Button and Start Intentionally Building Your Life and Business

    Don’t beat yourself up for hitting.

  • Get Exclusive Access to Silicon Valley Trailblazers for Less Than $10

    The CEOs of Redfin, Nextdoor, SurveyMonkey,.