Any digital marketing processes that you engage in with respect to your business need to be planned well. You need to know where you’re going and you need a roadmap of how to get to where you’re going. PR – or public relations – is no different. You need a solid PR strategy to direct your efforts and to help you achieve your outcomes.
So once you have your strategy in place, where to from here?
Public Relations Process
Find the outlets that would be best suited for your message
Once you’ve figured out what the messaging for your company is going to be, find the publications that are aligned with your brand and whose audiences will be receptive to what you’re trying to get across.
Be careful of choosing the right outlets for your messaging as choosing the wrong ones could be detrimental to what you’re trying to do. Do thorough research before sending your material to a publication because if you send a PR pitch to the wrong publication – owing to the fact that you’ve misunderstood their purpose – you could end up alienating their editors for life. As the journalistic community is very small, and editors regularly network, this could have the knock-on effect of alienating the publications that you want to target as you’ll have developed a reputation of spamming people.
When you pitch article ideas to editors, don’t just take one press release and spam your list of journalists. Tailor make your article pitches to the specific publication and emphasise why you feel that this will add value to their readership.
Editors get hundreds of article pitches each and every single day. Thus, to stand out from the crowd, and to get yourself noticed, bring something special to the table. Make sure that your headline packs a punch and that you grab the editor within the first couple of lines of your email. Make them so interested in your article idea that they feel that they have not choice but to feature your article.