The document discusses setting public relations goals and outlines key steps for running a successful PR campaign. It emphasizes defining clear, measurable PR goals up front based on who the target audience is, what outcomes are wanted, and how success will be measured. Specific questions are provided to help determine the appropriate goals around awareness, positioning, credibility, links, and messaging control. With well-defined goals, an effective PR plan and strategy can then be developed.

1. GET ALL
THE PR SECRETS
HOWTO DO PR – STEP 1
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2. SETYOUR PUBLIC
RELATIONS GOALS
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3. GETTING MENTIONED IN A PUBLICATION
HAS MANY BENEFITS
REFERRALTRAFFIC BRANDING LONG-TERMORGANIC
TRAFFIC GROWTH
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4. OBTAIN
LEVERAGE
Media coverage
provides
marketing
returns well
beyond your
initial investment
of time or money
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5. BUT “GETTING PRESS” CAN BE DAUNTING
One Option:
Hire Help
Understand this
process before
you do so.
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6. THE FORMULA FOR GETTING PUBLICITY IS
FAIRLY STRAIGHTFORWARD
WRITE A PITCH SENT ITTO A
WRITER/EDITOR
THEY LIKEYOUR
STORY & PUBLISH IT
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7. SOME VERY
IMPORTANT DETAILS
ARE BURIED INSIDE
THOSE SIMPLE STEPS
To run a successful PR campaign, you’ll need to
understand the process and create your own plan
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8. THE FIRST STEP IS TO DEFINE YOUR PUBLIC
RELATIONS GOAL
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9. A COMMON
MISCONCEPTION
“Getting press” just for the
sake of getting press is not an
effective goal because it is not
a measurable outcome.
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10. WHAT DOYOU
WANT TO
ACHIEVE?
Reverse engineer your PR strategy from there
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11. THINK THROUGHYOUR PR
GOALS
Six Questions
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12. REMEMBER TO USE S.M.A.R.T.
GOALS
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13. SIX QUESTIONS
TO HELPYOU SETYOUR PR GOAL
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14. #1 - WHOSE ATTENTION DOYOU WANTTO GET?
WHO ISYOUR AUDIENCE?
If you want to reach a specific audience, focus on outlets that:Focus
Reach that audienceReach
Command high attentionCommand
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15. EXAMPLE
Millennials who like hiking might
browse Backpacker magazine
every once in a while. But they
might actually pay attention
to High Country News or specific
blogs like sectionhiker.com
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16. LOOK UP OTHER
BLOGS ON ALL KINDS
OF TOPICS AT
FEEDSPOT.COM
TIP
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17. #2 - DOYOU WANT BROAD AWARENESS
ABOUTYOUR BRAND?
Pay attention to who
reads & re-posts the
kind of content your
audience is interested
in
Get covered in an
outlet that other
outlets re-publish
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18. #3 - DOYOU
WANTTO
POSITION
YOUR BRAND
WITHINTHE
MARKET?
Will that affect your
boutique/elite branding?
Does it fit with your target
persona, your ideal audience
member – the people you
are trying to get the
attention of?
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19. #4 - AREYOU
LOOKINGTO GAIN
CREDIBILITY?
Plan for the type of PR you
want.
Pitch an interview as an
expert
Get your original
information, research, or
facts cited by others.
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Min-YT #PRMINUTE

20. #5 - DOYOU WANTTO BUILD LINKS?
Prequalify your contacts to
make sure their publication
provides links to their sources
in their outlets.
Don’t waste time on outreach,
follow-up, and interviewing to
come away with no organic
links. Visit ourYouTube channel:
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21. #6 - DOYOU NEEDTO CONTROLYOUR
MESSAGING?
BEING INTERVIEWED BY AWRITER OR EDITOR
CAN BE A BOON FORYOUR BUSINESS BUT
THEIR PARTICIPATION PUTSYOUR MESSAGE IN
THEIR HANDS – ANDYOU HAVE NO CONTROL
OVER WHATTHEYWRITE OR HOWTHEY
REPRESENTYOUR MESSAGE.
AVOID OUTLETSTHAT
HAVE STRICT EDITORIAL
STANDARDS BECAUSE
THEYWILL NOT ALLOW
YOUTO REVIEWTHE
ARTICLE BEFORE
PUBLICATION.
IF A NEGATIVE MENTION
WILL BEWORSETHAN
NO MENTION AT ALL,
YOU’LL NEEDTO KEEP
THAT IN MIND.
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22. NO GOALS…NO PLAN
All of these are PR goals and they all have different
implementation methods in order to achieve them.
Your goal defines everything.Without it, you can’t build a plan
to begin with.
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23. VISIT OURYOUTUBE CHANNEL:
HTTPS://TINYURL.COM/THEPRMIN-YT
The PR Secrets blog &
YouTube Channel
#PRMINUTE Katie Coates, APR, Fellow PRSA