Building Successful PR Campaigns

1. Building Successful PR Campaigns BUILDING SUCCESSFUL PR CAMPAIGNS HOW-TO GUIDE

2. 2 Building Successful PR Campaigns How-to Guide Building successful Public Relations (PR) campaigns is essential for Marketing Directors in mid-sized enterprises. Managing budgets and resources for PR can be difficult, especially when there is no clear under- standing of the value, function, or tools that you may need to procure. This report will: Although PR agencies will tell you that the PR function is too difficult to manage internally, having the right strategy, tools, and knowledge, will save you money and further develop your marketing skill set. HOW-TO GUIDE Define Public Relations Outline typical PR activities Differentiate PR from Advertising Illustrate various PR elements Provide PR Best Practices Help you select the right PR tools Building Successful PR Campaigns Public Relations Defined Public Relations (PR) is the act of managing communication between an organization and its key public stakeholders, with a focus on building and maintaining a positive image. PR professionals execute campaigns targeted at specific audiences, to influence opinions and measure public perception. What Is Public Relations? Typical Public Relations Activities Involve: 1. Evaluating public exposure, opinions, and attitudes 2. Developing policies for communicating with the public 3. Implementing communication programs across media channels 4. Integrating communications with Marketing programs and brand 5. Creating goodwill by managing a two-way communication process 6. Building a positive relationship between the public and the organization 2 Building Successful PR Campaigns How-to Guide Building successful Public Relations (PR) campaigns is essential for Marketing Directors in mid-sized enterprises. Managing budgets and resources for PR can be difficult, especially when there is no clear under- standing of the value, function, or tools that you may need to procure. This report will: Although PR agencies will tell you that the PR function is too difficult to manage internally, having the right strategy, tools, and knowledge, will save you money and further develop your marketing skill set. HOW-TO GUIDE Define Public Relations Outline typical PR activities Differentiate PR from Advertising Illustrate various PR elements Provide PR Best Practices Help you select the right PR tools Building Successful PR Campaigns Public Relations Defined Public Relations (PR) is the act of managing communication between an organization and its key public stakeholders, with a focus on building and maintaining a positive image. PR professionals execute campaigns targeted at specific audiences, to influence opinions and measure public perception. What Is Public Relations? Typical Public Relations Activities Involve: 1. Evaluating public exposure, opinions, and attitudes 2. Developing policies for communicating with the public 3. Implementing communication programs across media channels 4. Integrating communications with Marketing programs and brand 5. Creating goodwill by managing a two-way communication process 6. Building a positive relationship between the public and the organization

3. 3 Building Successful PR Campaigns How-to Guide Public Relations vs. Advertising Public Relations Elements It is essential that you create a comprehensive and measureable public relations plan before starting any public relations activities. Use our Public Relations Plan Template to document and formulate your PR strategy. While doing so, it is important to keep the following elements in mind: Free Placement Slant from journalist Creates Credibility Only mentioned in a story Viewed more objectively Takes time, and no guarantees Audience Targeting - a fundamental technique in PR is targeting a specific audience for your planned communications. Select the appropriate audience before creating your message to ensure you will appeal to their interests. Press Conferences - this method allows an organization to select a specific group of journalists, analysts, or other constituents, when communicating its position on a given topic. It is assumed that the speaker will answer questions, following their speech. Press Releases - providing a written statement to the media, usually communicated via newswire to many sources. Generally, journalists quote press releases verbatim, as if they had completed an interview. Use our Press Release Template as a guide to writing an effective press release that capture key messages, establishes credibility, and is interesting to the reader. Optimized Press Release - written communications posted on an Internet news portal. Be sure to include many carefully selected keywords so that top search sites, such as Google and Yahoo News, index your release. This medium allows you to connect with readers, rather than just journalists. E-newsletters - newsletters are an excellent way to keep in touch with customers and pros- pects. By having people register online for your newsletter, you can build up your email-mar- keting database. Public Relations Advertising Paid Placements Full Creative Control Creates Visibility Obvious to consumers Will run when you pay for it Simple, if you have budget 3 Building Successful PR Campaigns How-to Guide Public Relations vs. Advertising Public Relations Elements It is essential that you create a comprehensive and measureable public relations plan before starting any public relations activities. Use our Public Relations Plan Template to document and formulate your PR strategy. While doing so, it is important to keep the following elements in mind: Free Placement Slant from journalist Creates Credibility Only mentioned in a story Viewed more objectively Takes time, and no guarantees Audience Targeting - a fundamental technique in PR is targeting a specific audience for your planned communications. Select the appropriate audience before creating your message to ensure you will appeal to their interests. Press Conferences - this method allows an organization to select a specific group of journalists, analysts, or other constituents, when communicating its position on a given topic. It is assumed that the speaker will answer questions, following their speech. Press Releases - providing a written statement to the media, usually communicated via newswire to many sources. Generally, journalists quote press releases verbatim, as if they had completed an interview. Use our Press Release Template as a guide to writing an effective press release that capture key messages, establishes credibility, and is interesting to the reader. Optimized Press Release - written communications posted on an Internet news portal. Be sure to include many carefully selected keywords so that top search sites, such as Google and Yahoo News, index your release. This medium allows you to connect with readers, rather than just journalists. E-newsletters - newsletters are an excellent way to keep in touch with customers and pros- pects. By having people register online for your newsletter, you can build up your email-mar- keting database. Public Relations Advertising Paid Placements Full Creative Control Creates Visibility Obvious to consumers Will run when you pay for it Simple, if you have budget

4. 4 Building Successful PR Campaigns How-to Guide Investor Relations - communicating with current and potential investors is another critical dimen- sion of public relations. Webcasts - this communication vehicle provides steaming audio and/or video content to your audience and can be viewed on their convenience. A well-developed webcast is an excellent method for generating leads and industry buzz. Speaking Engagements - positioning your key executives as experts in your industry is another effective way to add credibility to your organization. Contact industry event planners to determine which speaking engagements would be a good fit. Corporate Events & Sponsorships - sponsoring industry tradeshows, community events, or charity fundraisers, demonstrates commitment to being an industry leader. Be sure to develop a policy for this medium, to avoid under-the-radar expenditures. Analyst Relations - many industries have analyst firms who provide objective research & advisory services. Be sure to contact these firms to establish a relationship and communicate your competi- tive advantages. Selecting the Right Tools There are many providers who offer PR Consulting; media contact databases; newswire distribu- tion; press and video clipping; blog monitoring; webcast platforms; and other helpful PR services. This section will help you further develop your strategy by outlining various vendor offerings. PR Consulting - partnering with a PR Consulting firm such as Hill & Knowlton, or a local provider, can help you with developing an effective PR process. PR Suite Vendors - while organizations such as Vocus and PR Newswire claim to have a best- of-breed, comprehensive PR system, many practitioners prefer to save money and piece together vendor solutions that are well-known for their particular offerings. Media Contact Database - if your needs necessitate a large media contact database; consider using Bacon’s MediaSource.Contact Module. PR Submission Engine & Tracking - PR Newswire provides an excellent press release submis- sion engine but is more expensive than PRWeb who also offers an integrated solution with their partner Businesswire. Press Clipping Services - to help you monitor the coverage of your press releases, consider a subscription to BurrellesLuce. Video Clipping Services - to monitor your broadcast coverage, look at multivision’s Digital Showroom 4.0. 4 Building Successful PR Campaigns How-to Guide Investor Relations - communicating with current and potential investors is another critical dimen- sion of public relations. Webcasts - this communication vehicle provides steaming audio and/or video content to your audience and can be viewed on their convenience. A well-developed webcast is an excellent method for generating leads and industry buzz. Speaking Engagements - positioning your key executives as experts in your industry is another effective way to add credibility to your organization. Contact industry event planners to determine which speaking engagements would be a good fit. Corporate Events & Sponsorships - sponsoring industry tradeshows, community events, or charity fundraisers, demonstrates commitment to being an industry leader. Be sure to develop a policy for this medium, to avoid under-the-radar expenditures. Analyst Relations - many industries have analyst firms who provide objective research & advisory services. Be sure to contact these firms to establish a relationship and communicate your competi- tive advantages. Selecting the Right Tools There are many providers who offer PR Consulting; media contact databases; newswire distribu- tion; press and video clipping; blog monitoring; webcast platforms; and other helpful PR services. This section will help you further develop your strategy by outlining various vendor offerings. PR Consulting - partnering with a PR Consulting firm such as Hill & Knowlton, or a local provider, can help you with developing an effective PR process. PR Suite Vendors - while organizations such as Vocus and PR Newswire claim to have a best- of-breed, comprehensive PR system, many practitioners prefer to save money and piece together vendor solutions that are well-known for their particular offerings. Media Contact Database - if your needs necessitate a large media contact database; consider using Bacon’s MediaSource.Contact Module. PR Submission Engine & Tracking - PR Newswire provides an excellent press release submis- sion engine but is more expensive than PRWeb who also offers an integrated solution with their partner Businesswire. Press Clipping Services - to help you monitor the coverage of your press releases, consider a subscription to BurrellesLuce. Video Clipping Services - to monitor your broadcast coverage, look at multivision’s Digital Showroom 4.0.

5. 5 Building Successful PR Campaigns How-to Guide Blog Monitoring - blogs are a rapidly growing content medium. Analyze what people are saying about your organization with Biz360 Blogview or CyberAlert. Webcasting - create winning online presentations with IVT, or Angelvision Technologies. Bottom Line Public relations, if done effectively, can be an inexpensive addition to your marketing mix. As you develop your strategy, consider the various elements of a PR Program, learn PR Best Practices, and select the right tools for your organization. If you anticipate having difficulty, consider partnering with a PR agency that has relevant industry experience. Many mid-sized organizations outsource this function, but with the right tools and know-how, you can save money and enhance your skill set simultaneously. 5 Building Successful PR Campaigns How-to Guide Blog Monitoring - blogs are a rapidly growing content medium. Analyze what people are saying about your organization with Biz360 Blogview or CyberAlert. Webcasting - create winning online presentations with IVT, or Angelvision Technologies. Bottom Line Public relations, if done effectively, can be an inexpensive addition to your marketing mix. As you develop your strategy, consider the various elements of a PR Program, learn PR Best Practices, and select the right tools for your organization. If you anticipate having difficulty, consider partnering with a PR agency that has relevant industry experience. Many mid-sized organizations outsource this function, but with the right tools and know-how, you can save money and enhance your skill set simultaneously.

6. 6 Building Successful PR Campaigns How-to Guide Action Plan STEP 1 - Evaluate 3 Determine 1 Evaluate 7 Deliver 8 Select 9 Monitor 10 Measure 6 Distribute 4 Build 2 Segment 5 Review Use our Media Relations Maturity Assessment to measure your Media Relations Maturity across 6 key success drivers: Media, Awareness, Positioning, Internal Support, Expertise, Process, & Relationships. Evaluate your Media Relations Maturity Level Media Relations Maturity Assessment V I E W R E S O U R C E 6 Building Successful PR Campaigns How-to Guide Action Plan STEP 1 - Evaluate 3 Determine 1 Evaluate 7 Deliver 8 Select 9 Monitor 10 Measure 6 Distribute 4 Build 2 Segment 5 Review Use our Media Relations Maturity Assessment to measure your Media Relations Maturity across 6 key success drivers: Media, Awareness, Positioning, Internal Support, Expertise, Process, & Relationships. Evaluate your Media Relations Maturity Level Media Relations Maturity Assessment V I E W R E S O U R C E

7. 7 Building Successful PR Campaigns How-to Guide Action Plan STEP 2 - Segment 3 1 Evaluate 7 8 9 10 6 4 2 Segment 5 Evaluate your target audiences, such as customers, prospects, partners, suppliers, etc, and segment into relevant sub-categories. Segment Various Target Audiences Determine Build Review Deliver Distribute Select Monitor Measure 7 Building Successful PR Campaigns How-to Guide Action Plan STEP 2 - Segment 3 1 Evaluate 7 8 9 10 6 4 2 Segment 5 Evaluate your target audiences, such as customers, prospects, partners, suppliers, etc, and segment into relevant sub-categories. Segment Various Target Audiences Determine Build Review Deliver Distribute Select Monitor Measure

8. 8 Building Successful PR Campaigns How-to Guide Action Plan STEP 3 - Determine 3 Determine 1 7 8 9 10 6 4 2 5 Talk to representatives from your target audience categories to identify where they go for information related to your organization and industry. Determine Customer Information Sources Evaluate Segment Build Review Deliver Distribute Select Monitor Measure 8 Building Successful PR Campaigns How-to Guide Action Plan STEP 3 - Determine 3 Determine 1 7 8 9 10 6 4 2 5 Talk to representatives from your target audience categories to identify where they go for information related to your organization and industry. Determine Customer Information Sources Evaluate Segment Build Review Deliver Distribute Select Monitor Measure

9. 9 Building Successful PR Campaigns How-to Guide Action Plan STEP 4 - Build 3 1 7 8 9 10 6 4 Build 2 5 Create a high-level list of potential media outlets that correspond to your customer information sources. Build Media Source List for Each Segment Evaluate Segment Determine Review Deliver Distribute Select Monitor Measure 9 Building Successful PR Campaigns How-to Guide Action Plan STEP 4 - Build 3 1 7 8 9 10 6 4 Build 2 5 Create a high-level list of potential media outlets that correspond to your customer information sources. Build Media Source List for Each Segment Evaluate Segment Determine Review Deliver Distribute Select Monitor Measure

10. . 10 Building Successful PR Campaigns How-to Guide Action Plan STEP 5 - Review 3 1 7 8 9 10 6 4 2 5 Review Look for online editions of your media outlets to determine which journalist would be an appropriate contact. Develop a relationship with these people as they have a large influence over what content will be published. Use our Media Relations Database to track editorial calendar opportunities, media coverage & contacts and to monitor due dates. Review Media Sources & Identify Journalists Evaluate Segment Determine Build Media Relations Database V I E W R E S O U R C E Deliver Distribute Select Monitor Measure

11. . 11 Building Successful PR Campaigns How-to Guide Action Plan STEP 6 - Distribute 3 1 7 8 9 10 6 Distribute 4 2 5 There are three traditional distribution options: newswire, media database, or individual correspondence. Most PR applications automate the delivery process, and can provide substantial contacts for your industry. Evaluate Distribution & Delivery Options Evaluate Segment Determine Build Review Deliver Select Monitor Measure

12. . 12 Building Successful PR Campaigns How-to Guide Action Plan STEP 7 - Deliver 3 1 7 Deliver 8 9 10 6 4 2 5 Avoid the end of fiscal quarters or year-end, as many large organizations will be flooding the media with their results. Don’t get your message lost in the clutter. If you are launching a new product or service, identify the optimal time to send your message, i.e. two weeks prior to an event in a specific geographic region. Decide an Appropriate Time to Deliver Evaluate Segment Determine Build Review Distribute Select Monitor Measure

13. . 13 Building Successful PR Campaigns How-to Guide Action Plan STEP 8 - Select 3 1 7 8 Select 9 10 6 4 2 5 Review the following section of this report to get an understanding of the PR tools & services marketplace. You may also want to consider hiring a Media Specialist. To learn more about this critical function, review our Media Specialist Job Description. Select the Right PR Tools Evaluate Segment Determine Build Review Deliver Distribute Media Specialist Job Description V I E W R E S O U R C E Monitor Measure

14. . 14 Building Successful PR Campaigns How-to Guide Action Plan STEP 9 - Monitor 3 1 7 8 9 Monitor 10 6 4 2 5 Monitoring websites, blogs, or other media outlets for mentions is a critical step in the PR process. There are many tools to assist with this process, including website/blog monitoring, press clipping services, or video clipping services. It is also a good idea to monitor the activity of your competitors. Use our Media Coverage Analysis Tool to keep track of the PR spending/value ratio of your top 5 competitors. Monitor Coverage & Competitors Activity Evaluate Segment Determine Build Review Deliver Distribute Select Media Coverage Analysis Tool V I E W R E S O U R C E Measure

15. . 15 Building Successful PR Campaigns How-to Guide Action Plan STEP 10 - Measure 3 1 7 8 9 10 Measure 6 4 2 5 The hottest topic in PR is the ability to measure campaign results. Evaluate the total coverage, tonality (positive, negative, or neutral), sources, and how your organization compares to the competition. Additionally, contrast how your efforts stack up to traditional advertising to demonstrate cost savings. Be sure to ask your PR service provider how reporting and analytics are integrated with their solution. Measure Results Evaluate Segment Determine Build Review Deliver Distribute Select Monitor

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