Embarking on a PR campaign
can seem like a minefield.
Who should you contact,
with what and when?
PR can seem like a dark art and there
are lots of opportunities to get it wrong
and fail to get the desired result,
so we have put together these
5 tips for ensuring public
It’s all about
Adopting a ‘spray and pray’ approach to getting
your content out there will not only get your
communications ignored, it will also get your future
attempts consigned to the junk folder.
So if you are thinking of copying and pasting
a press release into an email and sending it
out to your entire journalist contact list...
Take time out to
research the right
Find out what they
write and only
when you have
This targeted approach will be much more
warmly received and journalists will start
to be receptive to your content, knowing it
will be well thought out and relevant.
Quality not quantity
It can be tempting to churn out
endless press releases and hope
that some of them gain traction.
However, a much more effective
approach is to step back, consider
what the readers of the publications
are interested in, and how you can
provide genuinely interesting news,
insight and comment.
If your content is offering a considered viewpoint
or insight on a current issue facing the industry, the
chances are journalists will be far more responsive.
When measuring your PR outputs, make sure
you measure the quality of your coverage not just
the quantity – there are many PR measurement
approaches but choose one that gives you
real insight into how well your PR campaign
is delivering against the original objectives.
Measuring the number of press mentions
is only part of the story.
Quantify and qualify
When producing content don’t fall into
the trap that just because you think
it’s important, everyone else (including
journalists) will think the same.
It’s a journalist’s job to question everything
they receive and if it looks like your
content isn’t based on a firm foundation,
it will be fast tracked to the trash box.
If you want to grab the attention of journalists
(and readers), think about any industry stats
that you can use to give context to what you
are saying and if you can, provide research
results that support your claims.
At the end of the day, journalists are
looking for content that is relevant,
well written and accurate so make
sure any content ticks these boxes
before you hit that send button!
Timing is everything
Journalists (especially print journalists)
are often working to non-movable
deadlines so if they come back to
you for information or an interview
make sure you respond promptly.
We all know MDs, CEOs etc. are busy
people but the bottom line is that unless
you can deliver what they need in time,
you won’t be included in the publication.
The lesson to learn is to choose your
spokespeople carefully – a CEO who
is rarely available and liable to cancel a
journalist interview numerous times is
unlikely to help you win over journalists
and much more likely to make
journalists think of you as unreliable.
Look for gaps
Thought Leadership is an overused term,
often misused and mistaken for pushing
out opinion and ill thought-through content.
However, a well planned and
executed Thought Leadership
campaign based on genuinely
sourced insight and well
written content can deliver
immense credibility and
exposure for your business.
The starting point for your
Thought Leadership campaign
should always be to identify gaps
in the industry that are relevant
to your company and products.
Look for areas where there is a
knowledge gap or industry issue that
needs to be addressed and identify
ways you can fill this gap with content
that is genuinely useful and engaging.
Here to help
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