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​Four key issues to consider when embarking on a PR campaign

Published on 26/03/16


1: Don’t be afraid to commit

Commitment and persistence will be key ingredients to ensuring your PR activities are successful. PR strategies should have a long term focus and their effectiveness should be judged over time. PR activities should never be judged in isolation, for example one piece of editorial may bring a quick flourish of attention to your business, but equally you can just as quickly be forgotten. Retaining a positive and strong public profile is the key to success. By committing to a robust, long-term PR plan you will be able to secure regular positive publicity ensuring you are continually kept in the ‘hearts and minds’ of potential customers, suppliers, supporters, stakeholders and service users.

2: Make sure you know and target the right market

Gaining a thorough understanding of the target market will form the foundations of any successful PR campaign. PR strategies are not only about gaining regular publicity and raising profile; they are about ensuring the appropriate mediums are used to target key market audiences. Investment in PR support and activities will be pointless if you are not targeting the correct audiences, or targeting publications and platforms which are not read or viewed by your target audience. Think about it; what would be the point of securing a double page spread in Hello when your key audience read The Times. Put simply, a crucial element of PR is getting the right message, to the right people at the right time using the right medium. You will only ever reach your target audience if you are communicating messages which are meaningful and relevant to them.

3: Brand values and key messages

One of the first steps of any business or organisation should be to establish its brand values. These brand values need to be evident in everything you do and get to the very heart of what your organisation stands for. From these brand values key messages can be formed to be used in marketing activities. These key messages should be clear and concise and certainly not complicated or potentially confusing to the audience. Once these key messages have been established they should be used repeatedly in each and every piece of proactive PR activity you undertake. These messages do not need to be the main focus of the activity but should always be referred to so the audience is reminded of exactly what you do, why you do it and why you are experts in your field.

4: Securing media coverage

Gaining regular and positive media coverage is a key aspect to almost all PR campaigns. However, gaining such coverage is difficult and mostly requires professional knowledge, planning and implementation. The key to gaining media coverage is finding the correct ‘newsworthy’ angles suitable for the target publications, media channels and online platforms. For example a local newspaper will be interested in human interest stories, amazing achievements or something which benefits the local community, whilst the editor of a business magazine will be more interested in the significant new contract you have secured or an industry award you have received. Never forget, no matter how strong your relationship is with a journalist their first priority is always to their readers or viewers. This means the information you provide to a journalist has to be of interest to their key audiences and this must always be a primary consideration of any proactive PR activity targeted at the media.

We hope you have found this article interesting and that it has helped you to take your first steps on the PR path. However, if you are interested in more in-depth support or advice, then please get in touch with us.

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