Posted: 11.08.2017

Whether you're launching a new product or developing your brand, a PR campaign increases your chance of getting noticed. Before you launch a campaign, however, you need to first identify the right PR tools, and rather than heading straight to an agency, its worth seeing what online PR tools are available.

But the good news is that with the right PR toolbox your brand can become irresistible.

We've outlined a few critical steps for developing a powerful and effective PR campaign, which you can utilise to get noticed.

1. Clearly Identify Your Goal

What do you want your campaign to do? Notify potential investors that you're looking for help? Build interest in your upcoming product launch? Advertise a charity event?

You can't take any action until you've clearly defined your goal. This is because you can't build an effective campaign without first knowing what you want to do. Different goals require different PR tools. Without awareness of what works, you'll waste time and money.

Start by asking yourself these 5 questions:

  • Who is my audience for this campaign?
  • Where do they hang out?
  • Who is my competition?
  • What is my competition doing & how can I do it better?

2. Put Your Audience First

Once you have an answer to that first question, your next task is to figure out how to put them first. Too many brands and business owners falsely assume that people automatically are interested in what they do. You need to figure out what your audience wants.

One way to do this is to create customer personas. Customer personas are complete breakdowns of your ideal customer.

According to the Content Marketing Institute, there are 9 essential components to buyer personas. A few of those components are:

  • Problems they face
  • Questions they have
  • Obstacles
  • Preferences

Use this as a basis for your buyer persona to figure out what your audience wants to learn about your product. Armed with this information, you can next look for innovative ways to share news about your brand.

3. Broaden Your Horizons

Don't pigeonhole yourself into a specific type of PR campaign. Use online PR tools to decipher the best avenue to publish your information. Also, don't focus too much on traditional PR outlets like newspapers. They can be useful, but there are far too many options available to limit yourself.

Additionally, some stories simply aren't newsworthy. Pushy sales copy won't make the cut in large news publications. However, it could do well on a blog as a guest article. Your media goals will determine which outlet to publish on. You can also use blogs and magazines to broaden the conversation about your brand.

Offering your knowledge to journalists is also a great way to spread the word about your business. Journalists are always looking for contacts to ask questions and get insider information from. When you volunteer your knowledge you get free press without looking like you're trying to push yourself down your audience's throat.

Sometimes, if your end goal is to simply remind existing customers about your products and services, all you need is regular blog posts and social media. You doesn't always need an article on a PR site to spread the word.

4. Don't Underestimate Social Media

Social media is hands down one of the best tools for getting the word out about your business. Our PR toolbox includes access to social media channels and regular publishing. With billions (literally) of people on social media, you can't afford to waste this opportunity.

Social media platforms like LinkedIn, Facebook, and Twitter are excellent for short bursts of advertising. You'll want to be careful to select the correct platform for your news. Twitter is great for B2C advertising while LinkedIn is ideal for B2B marketing and news.

Your customers expect to find you on social media, so don't feel like you're invading their space. Just tailor your message to what they want.

Final Thoughts

No matter what you're advertising, one of the best ways to launch a successful campaign is to partner with a team of creative professionals. At PR in a Box, we have created an effective PR toolbox that includes all the online PR tools you need for a successful campaign. We'll strategise with you to develop the best plan of action and provide the support you need throughout your campaign.

To guarantee your message reaches the right audience, consider using our PR tools for your next campaign.