Page 49 - PR Communication Age January-June2020

Once you have done some research, you will know who you Anyway, it is worth trying as the other option would be to
are trying to convince. However difficult it may seem to try to contact them all whenever you have a message to
create buyer personas, it is key to determine who your share. And sadly, it won't always get to them.
audience is and how you are going to engage with them.
6. Define your limitations: create a budget
3. Decide on the platforms that work best for Knowing your limitations defines what you will do for your

your message PR campaigns. For example, if you don't have anyone from
After having analyzed your audience, you will have to de- your company to give a speech for your campaign, you need
cide which platform will work best to spread your message. to hire a speaker and prepare for the budget.
You should deliver information in the channel that your
audience prefers. This way, they will feel more comfortable. It seems obvious but it is pivotal to create a budget. Once
This will help you to reach a broader target audience. Not you have established your goals, you should consider how
to mention that chances of success will be higher. much you want to spend in your PR strategy.

4. Tell your story with press release There are many aspects you should take into account. For
example: staff time, images, materials, distribution, unex-
If you want your press releases to succeed, you will have to
pected expenses, etc.
tell your story. Media outlets won't pick up your press releases
if you only try to promote your brand and your products.
7. Test the effectiveness of your PR
Think that journalists receive loads of pre-written press Finally, as important as planning your strategy is to ana-
releases everyday. Thus, if you want them to choose yours, lyze its success. This doesn't have to be only at the end,
it will have to be interesting, newsworthy, include some you can also check how is it going during the process.
quotes, etc.
What's more, if you notice that your strategy is not helping
If you are lucky, they will publish your press release and you you to achieve your goals, you should reconsider it or even
might even get an invitation for an interview. This will get try a different tactic. But, if it works, you should know what
your message viral as it will be visible in more than one and why does it work. This way, you will be able to repeat
channel. it.

Most PR experts agree on the fact that you should check
5. Make contacts with your outlet and contact
the success of your strategy at least once a month. It is
list enough time to check if a campaign is working or not. Yet,
Instead of calling each journalist, you should focus on those some campaigns might last longer than others. So, it will
who write about your industry. depend on your strategy too.

It is a good idea to build a relationship with those who write PR Messaging Strategy
about your industry on a regular basis. Engaging with them Given the fact that in PR messaging has to be done through
might prove to be beneficial for both of you. These days, telling a story, you will need to define what ?s what you
journalists are looking for pre-prepared stories with cred-
want to tell to the media. You will have to write your mes-
ible sources. sages to be appealing to your audience. So, whenever you
create content, you will have to ask yourself why does this
At the same time, you want a positive press release about
matter for my audience. And then, write bearing them al-
your brand. If you send your content to journalists with
ways in mind.
whom you have already worked, you might have more
chances they distribute your message. Likewise, it is key to choose creative new angles. This means

"Love has never hurt you...the absence of love has."

PR COMMUNICATION AGE January - June 2020 49