How to Conduct a Public Relations Campaign

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Every company at one time or another will have a need to run a public relations campaign. Public relations campaigns can serve several purposes: to launch an organization, a company or branch of a company; to introduce a new upper level employee or director; to gain publicity for an upcoming event or fundraiser; and to improve public perception among others. A well executed PR campaign can help a company compete and gain ground in the marketplace or in its particular niche.

Things You'll Need

  • Press release
  • Media contacts

Hire a public relations pro. This can be either an individual or a firm. You can hire public relations professionals on either a project basis or by monthly or yearly retainer. Your budget and needs will determine who you hire and for how long you hire them.

Meet with your public relations specialist. Give the specialist a bulleted list of what your company is all about, along with any marketing materials you may have. This will give the professional a feel for your company's image and what you are trying to convey in your campaign.

Put together a press kit. This can include a printout of your company or organization website homepage, a brochure, an organizational chart and any other marketing materials you may have. Some organizations also like to include a list of awards and a brief history of the company or organization. You will mail this to potential contacts or pass it on to them during one-on-one meetings during the campaign.

Collaborate with the public relations specialist on a press release. Allow the specialist to do their job, but ensure that you feel comfortable with whatever is written. During your PR campaign, the press release is your foot in the door, and you want to make sure that it accurately portrays your company or organization mission and values.

Approve all media contacts. It is important that you know who your message is being sent to. If you are a liberal environmentally friendly firm, for example, you do not want to waste valuable time and money sending your message to a media entity that will give you bad publicity or that will not uphold your organizational values.

Name a media contact. This person should be listed as a press contact in your press release. It can either be your public relations specialist or someone within the company who has a good overview of the company's values, mission and future. This person should be highly knowledgeable and someone who is not intimidated by the media.

Strive for uniformity. A PR campaign should act as a solid surface in face of the public. In other words, all employees and organization representatives should be on the same page. This means that communication should be clear across the board, so that there is no miscommunication or misunderstanding throughout the campaign.

Tips & Warnings

  • For the best results, hire a marketing professional or firm to work hand-in-hand with your chosen PR professional.

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