Posted: 06.11.2017

Getting your message in front of the right people is only half the battle of a successful PR campaign. While using the best press release service can get you closer to your goal, as can online PR tools, ultimately the results of your campaign come down to leveraging powerful marketing data and understanding your audience.

However, the world of social media, mobile search, and video has completely changed the way people look for information. It’s your job to understand these changes and use them to your advantage.

To get you off on the right foot, we’ve written a brief rundown of what your PR campaign should look like. We touch on:

• The influence of late-breaking news

• How your goals affect the results of your campaign

• How to use keywords

• Why creativity is so important

Let’s dive right in.

Incorporate Your Release with Late-Breaking News

On paper, it sounds good to talk about how awesome you and your business are. The only problem is that your audience doesn’t care about those things—especially the media.

Journalists are looking for an attention-getting story. Something that tantalizes their readers and triggers their emotions. Not to mention that even if people read your story they won’t likely take any action because there’s no evidence they would benefit from doing so.

While online PR in the UK is an important step in growing awareness, it doesn’t get you the results you might expect. Your PR campaign needs to be relevant to the news cycle. If it isn’t, there’s no reason for the media to share it.

One way to get the attention you’re looking for is to attach your story to something similar currently in the news cycle.

For example, tie your business or brand release into something slightly controversial yet light hearted enough that your audience will relate to it. There’s countless examples of brands doing this throughout the US and the UK. Do a bit of research to see how it’s done right, and follow suit.

The basic recipe is simple:

-Find an enticing news cycle piece

-Compare it with your brand

-Brainstorm on ways to incorporate it with your campaign.

Healthy Understanding of Your Goals

No healthy PR campaign is complete without a clear vision. Before you take any action, get crystal clear on your goal. What action do you want your audience to take when they come across your campaign? What information do you want them to take away from it?

Outline your company’s goals. Ask yourself why you’re doing the media release. Then create a strategy around that goal. Even if your aim is to simply get more media coverage, don’t overlook this crucial step in the process. It’s also a good idea to clearly isolate who your audience is for your campaign.

Think, what is it I want to announce? Who should be interested in my campaign? What do I want them to feel when they engage with it?

The number one goal should be to create a persona, define the style of content that resonates with them, and then figure out what kind of media outlet and publications you intend to send it to. These goals are indifferent to your focus, whether that’s building customer awareness, growing your company, or driving investor interest.


Keywords are critical to virtually everything and anything you do these days, particularly anything done online. Fortunately, online PR tools like ours can help you sort through the noise of keyword research and data to curate a powerful campaign that gets results.

The best thing to do when you’re starting to build your campaign is to develop and research your keywords. Look at the keywords that people are using to find products like yours or those in your niche.

A good place to start is Google’s Adwords campaign tool. While traditionally used for PPC campaigns, it’s a great FREE tool to find out what people are searching for in your niche.

However, this tool is limited. Our online PR tools provide a more comprehensive look at what your audience is searching for and how you can use those keywords correctly in your content.

At the end of the day, search data literally tells you what people want to know. Once you have that info you can make an intelligent decision about your campaign.

Creativity and Curiosity

This is pretty straightforward, but to get what you want, you have to be creative and stay curious. Don’t hesitate to use blogs to get the word out about your business. Go beyond the norm with your strategy. Another popular tool is podcasting. It’s a great way to brand yourself across multiple mediums. According to research, some 46 million Americans now listen to podcasts every month.

Don’t be afraid to reach out to innovative media outlets to spread the word.

Get the Help You Need

If you’re looking for the best press release service to get your message across, we’d love to help you. We offer a host of online PR tools to get the job done. Contact our team for more information on how we can help you achieve your media goals.