Page 48 - PR Communication Age January-June2020

How to run a Successful PR

Campaign

T hese days appearance is really important. The 1. Set your PR goals and review them on a

same happens with your brand's image. Thus, if you
regular basis
want to be in the public eye but with a positive
Depending on what ?s what you want to achieve, you can
impact, you will need a plan.
have many or a few goals. Whatever the number, you have
to be coherent as well as consistent when you establish your
In PR once your audience has an image of you, it will take
goals.
ages to change it. That is to say, impressions have a long-
lasting effect.
For instance, you can have goals like:
Yet, planning a strategy to convince your audience to have Y Y Y Y Y Improve your brand ?s image
a positive idea about your brand is not a piece of cake.
Y Y Y Y Y Reach a new audience
Y Y Y Y Y Enhance your relationship with your customers
In this chapter, you will learn how to create your PR strat-
egy based on your individual goals. Besides, I will talk about Y Y Y Y Y Boost sales
messaging and distribution strategy.
Usually, it is better to go from global aims to more specific
How to create your PR strategies ones. Not surprisingly, establishing your goals is key. This
way, you will know which path to follow.
If you want to manage what is said about you, you will
definitely need a PR strategy. You can work on it from your
Yet, you can change any plan or strategy if you see it is not
company or you can hire a PR agency to control this infor- working. So, just because you have initially decided to fol-
mation. It is not only necessary to distribute information
low a strategy, it does not mean it is set in stone.
that might be helpful to improve your brand's image.
2. Research your audience for a better target-
But, a PR strategy can also be decisive to deal with nega-
tive impressions, comments, press releases, etc. It is even ing
more important to stop negative rumors about your brand One of the first things you will need to do after setting your
or to give prompt explanations about any issue that might objectives is to decide who your buyer personas are. That
have happened than to create a good image. is to say, you need to think of who your ideal clients are,
but also who your current clients are.
The truth is it might take ages to build a good reputation.
Though, you can lose it or damage it in a couple of seconds. Besides, you will also need to find out some information
Below, you will find my proven tactics to create your own about your target audience who you are addressing your
PR strategy: message to.

"A woman on an online dating site asked if I'd ever had an STD. I told her my high school prom date was named
'Chlamydia."

48 PR COMMUNICATION AGE January - June 2020