Public relations (PR) is the process of building a good relationship with your audience. Public relations covers many things, from marketing to customer service. Still, most people associate the term public relations with a specific element of the field: “media relations.”
The public relations media strategy is dedicated to building a good relationship with the media. The goal is to use media and news coverage to share your brand story beyond your current audience. PR media coverage can help you stand out in a crowded market, but you need to have a plan.
How to differentiate yourself using PR media strategy
This is how PR media strategy can help you stand out and make your brand more memorable.
1. Choose your goal
The first step to any public relations campaign is simple: figure out your goals.
You need a purpose for your campaign or you will achieve nothing. Decide on a primary goal, like demonstrating your expertise, and then some secondary goals. You’ll build the rest of your public relations campaign around achieving these elements.
2. Write SMART goals
Your goal is the general idea of what you want to achieve. It’s time to get specific, in fact, be SMART. SMART goal setting helps you check if your PR campaign was a success or not. Your goals should be:
Specific Measurable Achievable Realistic Time-based
When you put together specific, realistic goals that you can measure, you create a game plan for the future.
3. Find stories
Your PR media strategy depends on creating stories that interest the media. A simple announcement is usually not enough to get the attention of the media. Instead, you must find a reason for the story to matter. Think about how your niche could be relevant to a larger audience. ask yourself:
Are you announcing a new service that is in demand? Do you have information that people want to know?
Find ways to provide value to the news outlet’s audience and they will be eager to talk about you.
4. Schedule appearances
Connect with any media contacts you have and find out what opportunities are available to them. Once you’ve collected a number of outlets, you can develop a schedule. Your schedule should indicate which outlets you will appear at and when. You should also list the actions you need to take before and after each appearance.
You can set up a social media marketing campaign to let people know about your upcoming interview or announcement. You can also coordinate sales or advertisements to align with media appearances. Both of these strategies help build your PR strategy into your overall marketing plan.
After each media appearance, you need to follow up and measure whether it was successful. You can look at a variety of different numbers, such as:
Support Conversions Preorders Sales Social Media Presence Website Visits
If you reach your goals, you are on the right track. If not, then you know you need to adjust your original plan. Either way, you’ll know more about what to do next time.
Make PR Media Strategy a Priority
If you want to learn how to set yourself apart, public relations is a great place to start. Attract can help you develop a PR media strategy. Get started today with Attract’s team of media experts.