Public Relations Strategy (PR In Practice)
Agencies are at the vanguard of the nexus of PR and digital marketing. They invest considerable time and energy in learning about, testing, and utilizing new platforms, media formats and channels, developing knowledge of cutting edge tools and audience behaviors and preferences, enabling them to counsel clients on which tools make sense for a particular campaign.
In-house PR pros can learn from the aggressive approach agencies take to learning and testing new platforms. As search engines change preferences and social platforms emerge and evolve, putting new tactics into the mix is crucial — but with an important caveat. Fundamentally refreshing your approach to PR may be necessary, too. Three new approaches discussed in the paper include:. Rethinking the goals we set for PR: Earned media pick up is still the primary goal of most PR campaigns. Develop integrated plans with the marketing and social media teams for measuring and utilizing earned media downstream —spark social conversation and drive qualified traffic to the brand web site.
Paying attention to the impact of search: Strong PR programs can influence search rank and create an influx of high-value web visitors to the brand web site. Work with your search team to capture information about the behavior of site visitors who arrive on your digital doorstep as a result of a publicity campaign. Think in terms of long-term narrative versus episodic campaigns: Finding and telling the brand story authentically, and turning that story into a lasting narrative are important opportunities for PR to develop content that will have lasting impact for the brand. A successful public relations program blends traditional strategies and outputs with a proactive approach to leveraging those assets in the digital environment for the purpose of producing measurable outcomes.
- Before you continue...!
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- PR Strategy: Solid Public Relations Strategy in Four Simple Steps;
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- 10 essential elements of a PR plan | Ragan Communications.
Sarah Skerik is an experienced digital marketing leader, with expertise in content marketing, social media, audience acquisition and optimizing the upper funnel to power marketing efficiency. This article originally appeared on Beyond PR and has been republished with permission.
How to Create a Public Relations Strategy for Any Practice Size - Continuum
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As they say, practice makes perfect! Learn how to craft the perfect press release here. With your PR strategy messaging complete, its time to decide on a distribution channel.
The question you need to ask is whether your message is best suited for a broadcast approach press release or more personal approach individual pitching. Does your message have mass appeal or will it get better pick up if you pitch to a more narrow, targeted list of journalists? Build your media list based on the subjects journalists are already writing about. After all, there is no point targeting beauty journalists with a pitch about a vaccine. With the right press contact database , it will take only a matter of minutes to determine which journalists have covered your competition, industry and subject matter.
A PR strategy is the foundation to campaign success. PR professionals bring a strategic way of thinking about the communication between a company and its customer.
Disruptive PR: The New Way of Doing Public Relations
For more insight into how PR strategy fits into larger PR programmes or campaigns, get in touch with us via the form below! We would love to discuss how to take your public relations strategy to the next level. I want to learn more about Meltwater. Share 8.
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Clearly Define Your Campaign Goal Too often we pitch for the sake of pitching; this is not strategic. Answering these questions will help you put one together without too much pain: Who is your ultimate customer? What message s do you want to deliver to that customer? What are you hoping to achieve? Learn how to craft the perfect press release here 4.
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Identify and Understand Media Targets With your PR strategy messaging complete, its time to decide on a distribution channel. Related Posts. Follow us.