The PR How-To Bible
Synopsis: It’s said that you can’t find the right answers until you ask the right questions. So with that in mind if you are thinking of hiring a public relations firm or of launching a media relations campaign for yourself, the following is a list of how to points to ask yourself before moving forward. Done correctly a PR campaign can establish your brand and build your business and establish you as an expert in your field. It’s the most powerful marketing tool out there, so give it a shot, but first do your homework and review the checklist.
It’s said that you can’t find the right answers until you ask the right questions. So with that in mind if you are thinking of hiring a PR firm or of launching a media relations campaign for yourself, the following is a list of how to questions to ask yourself before moving forward. Done correctly, a PR campaign can establish your brand and build your business and establish you as an expert in your field. It’s the most powerful marketing tool out there, so give it a shot, but first do your homework. Find out what you need to know how to do in the list below.
As you go through the list, write out your answers and see where you feel most comfortable and where you feel you need some help, or points that you need to give more thought to. Once you’ve reviewed the questions and developed your own list, you can start searching for the right answers.
With that in mind, before you move forward on a PR campaign, you want to know:
PR CAMPAIGN CHECKLIST:
How to set up your public relations objectives
How to outline your PR timeline
How to develop your story
How to come up with 5 story angles.
How to write a press release
How to decide which stories to start with,
How to decide what angles to pitch local and national media
How to deliver press releases
How to create a media list
How to pitch the media
How to do an interview
How to develop an interview script for TV, local, newspaper, national
How and when to send out press releases,
How to brand your company using PR
How to create a compelling PR story
How to use media relations to reach your long term marketing goals
How to pitch your story and not your product or service
How to establish yourself through the media as an expert in your field
How to find a media trainer
How to meld social media and PR
How and why to develop a blog
How to use video marketing in your public relations campaign
How to create a story online
How to magnify and amplify an article or TV segment on the internet.
How to pick a PR consultant that meets your needs
How to use PR to launch and develop your brand
How to use your media in advertising, online marketing, and social media.
These aren’t all of the how-to points you need to review, but if you’ve gone through and answered all of the above questions, you are well on your way to launching an effective public relations campaign for you and your company. Perhaps the most difficult question is how to know how long to give a campaign. Generally, I’d say give it at least six months. Trying a campaign for one or two months is counterproductive. If you stop in two months, you’ll never know how successful it could have been.