Implementing a good PR strategy requires research and analysis to get the right content. From now on, the emergence of a brand or company depends in part on “earned media”. This is the notoriety gained through mentions in blogs, on social networks, in the digital or print press, or on specialized sites. For this, it is necessary to develop an effective public relations strategy by defining your goals and designing a message that adapts to the goals…
1. Do a search
Before contacting any media or journalist, you should research the product or service you wish to offer. The information collected relates to the media environment of the latter.
To learn more about the success or not of similar services or products already on the market, do your research on social media and in the press. With monitoring tools, you’ll know how your brand is perceived, while getting more information about your customers, the market, and your competitors.
2. Define your goals
Whether you want to improve your visibility by being more frequently on the web or whether it is important to be mentioned in the press, you should clearly define your goal before making an offer. To make the last thing clear, ask yourself what you want to achieve and what kind of message you plan to pass on to your customers.
Creating your effective PR plan depends on this goal, which you should be able to sum up in one sentence.
3. Brand positioning
Decide how to position your brand or company as well as the key messages you want to convey, taking into account your purpose, your business, and the values you convey.
Through your messages, you can choose “cold” speeches by dealing with topics not related to current events. Thus, this type of content will be available and valid over time. Your messages can also be related to a viral topic or your company news. In this case, “hot” speeches can relate to fundraising, a new breath within a department or even the launch of a new service or product. Although these two types of messages can be interchanged, “hot” speeches remain more interesting to the media.
4. Design the message and organize its distribution
Your offer should be written based on your goals and the research you did previously. In addition to matching your business, it is essential that it also attract your customers as well as an influencer, blogger or journalist.
Easy to understand, concise and simple, your speech should help the media produce relevant content, while meeting the expectations of your customers and encouraging them to act. Quotes from project managers or managers as well as examples, stats, or numbers make it more consistent and simplify its understanding.
In order to properly organize the distribution of your press release, remember to choose the most appropriate communication channel. You can choose postal mail, instant messaging on social networks, or even email.
5. Finding the right goals
For an effective PR strategy, choose influential contacts. The latter can be representatives of press relations, such as influencers, bloggers, or even digital journalists or the print press. Thus you can target amateur, professional, national, niche or mainstream media.
If you choose a journalist, a particularly sought-after representative, be sure to find the best qualified person to talk about your activity and news. Do your research on Twitter, because the majority of them have an account on this network.
Use PR platforms, such as Hors Antenne or Babbler to make it easier to search and segment your media outlets. You can also purchase databases of journalists on these programs.
By turning to influencers and bloggers who are competent in a particular field, you increase your chances of making your offer, service, product or brand recognizable. Some influencers can communicate on Instagram as well as on their blog.
By typing hashtags or keywords related to your social media activity, you will find influencers and bloggers in line with your brand.
6. Forming strong relationships with public relations actors
The first contact you will have with the media for your PR strategy is crucial to the rest of the relationship. Remember to write him his first personal letter explaining that you know him to establish mutual trust later while building a strong relationship.
Before contacting influencers, you must follow a certain ritual. In addition to following them on social media, be sure to interact with their posts when relevant. This method allows you to grab attention and give them time to get used to your connection before engaging with them.
Contact with journalists is different, because these seek first of all the exclusivity of information and its dissemination. Compared to their area of expertise, they are more sensitive to the significance of the discourse.
7. Evaluate the effectiveness of the public relations strategy
The PR strategy should be analyzed regularly and comprehensively. To see if it is effective, remember to check some key criteria:
- The percentage obtained according to the number of published contents compared to the number of contacted relays;
- campaign conversions;
- The number of visitors who registered on the site thanks to the campaign;
- the amount of press coverage, such as mentions, interviews, articles or content posted by influencers or bloggers;
- Percentage of emails, which contain the message, are open;
- The prevalence of content on social networks, assessing the number of shares, comments and likes.
An effective PR strategy begins with researching the desired market. From the information obtained during this research and after defining your goals, you will be able to write a letter adapted to your goals. It is shaped by your customers as well as various media relays whose job it is to advertise your offer. It is necessary to take care of the first contact with them to build trust and establish strong relationships. Once the PR strategy has been developed and the campaign launched, its effectiveness must be evaluated so that it can be improved if necessary.