6 Steps to Developing a Successful PR Campaign
Ask any small business or startups what the most difficult aspect of their business is and they’ll likely point you to the challenge of reaching and retaining customers; in other words marketing their business. I’ve outlined 6 steps to developing a successful PR campaign below to combat this. Marketing any business can be a time consuming, and sometimes expensive, two resources most small businesses and startups don’t have.
Small businesses and startups generally can’t afford outsourcing their marketing needs to professionals. Being featured in local papers, trade magazines, social media and websites can greatly increase name recognition, bringing new customers. While most businesses may desire to hire an expensive public relations firm, most find that the budget is just too high, startups and small businesses can start off with some simple “do-it-yourself” PR. We have determined 6 simple steps to develop your own PR campaign.
The CEO (this could be you) and your key people should define how your company will be perceived by potential customers. Remember it’s always best to have a quick simple way to be identified, the more compellingly you get that across, the better.
- Create your business core message
Your company’s core message, should explain what problems your products/services address and how they do that, this message should communicate the values and key differentiators that define the brand.
Again, you should think of how your customers would describe you. Look at your company from their point of view. Think about what would strike a chord with them.
- Develop your first press release
It’s important to keep it simple, you shouldn’t fill you press release with too many details. The first press release should achieve three goals, first let people know what you offer, second let people know what problem you solve and most importantly let people know why your solution is better than anything else. There is a defined style and format, if you wish you can also ask someone else to do it for you online. There are many places who can. Check out www.elitecopywriters.com who can help you with any content.
- Define your target markets
Your press releases should target the markets your product aims at. You should do step 5 for all of the markets you have defined. If you identify more than 5 target markets, prioritize the five most important and work it from there.
- Identify influencers within your target markets
For more traditional PR look at industry related publications and find and start following reporters that talk to your target markets, build a database with their contact info and send them your press release.
Every industry has influential people who blog, have very strong social media profiles, write monthly columns in key publications, or send out newsletters. The experts in the industry, you want to have a relationship with them.
- FOLLOW UP
This is the most important step it’s important to follow up with something of value to the publication, such as a relevant study, statistic or trend, that’s newsworthy. Your company will have a better chance of being mentioned in an article.
In many cases public relations objectives can be achieved at very low cost compared to other promotional efforts, plus the return on promotional expense can be very high, that’s why it’s such a great strategy to market your business.