How to Develop a PR Campaign

Articles with a postive spin help build good public relations.

A good public relations campaign casts the company or person in question in the most positive light possible. Whether it is to tout a new product or illustrate the company's dedication to the local community, a public relations campaign sets the stage for the perception of the subject. The development of a good public relations campaign combines opportunity, effort and talent. It showcases the positive while minimizing any negatives. Community events, press releases and positive media attention all contribute to a well-planned public relations campaign.

Difficulty:

Moderate

Instructions

Things You'll Need

• Media lists
• Brainstorming ideas

1. Identify the target audience. Your target typically represents potential customers or clients. For example, a public relations campaign for real estate agents will target sellers, buyers and contractors. A restaurant campaign targets food customers and at times a niche market.

2. Examine past efforts. Make lists of all media coverage and compare notes to determine which journalists gave you positive publicity and which did not. Compile a database of those who worked well with you in the past. Include journalists on the list with whom you have not yet interacted.

3. Schedule individual meetings with each of the journalists on your positive list. Journalists are always interested in scooping the competition. Individual meetings give you the opportunity to discuss which story types work and when the deadline falls. Compile a spreadsheet listing each publication, the journalist's contact information and deadlines for press releases and story tips.

4. Review upcoming community and civic events for the next year. Determine in which of them your company will participate. Mark the calendar with sign-up deadlines and fee amounts.

5. Design a website or hire someone to design one for you. Be sure it contains space for press release copies, blogs and customer comments.

6. Appoint a press release contact person. His responsibilities will include composing releases; sending them to the proper media outlets by deadline; and tracking response, publication and rejections.

7. Plan for problems. Design a program for handling negative events. Choose one contact person to whom all media will be referred in the event a problem arises. Remind staff members at the start of each quarter who that contact person is, so when approached they know where to direct the questions.

Tips & Warnings

• Purchase pencils, pens and coffee cups with your logo and contact information imprinted on them. Hand them out at civic events and to walk-in customers.

• Do not lie to the media; investigative journalists are skilled at digging for facts. instead, direct their attention to what your company is doing to resolve the problem at hand.

• Campaigns are executed more effectively by PR professionals.

References

• Entrepreneur: Developing a PR Plan
• Realtor mag: Developing Public Relations Stategies