It’s almost time to get started on your PR campaign! Before you actually launch, though, there are a few things to consider (and reconsider). While you naturally want to hurry up and start spreading the word about your awesome business, back up a minute and see if you’re fully prepared by checking off these 5 stages to PR prep.
1. Check Your Audience
First and foremost, are you 100% sure about the audience you’re trying to reach? With every focused campaign you stand a chance of alienating a certain demographic. For instance, if you’re publicizing a product for college freshmen and use all that hip lingo the cool kids are using these days, you may alienate the actual purchaser – who is the mother of those college freshmen!
Are you completely sure the people you’re aiming your campaign at are in your key demographic? This is the perfect time to do some more research BEFORE you launch the campaign.
2. Find Your Medium
No two campaigns are the same, and each one has its own happy medium. And I mean medium, literally. Whether it’s newspaper, social media, or door-to-door knocking, you’ll want to figure this out before you write down the first word. The medium itself can dictate your message, too, so don’t put the cart before the horse. Knock down the specifics; if you’re focusing on a social media campaign, figure out if Facebook, Twitter, or a new niche blog would do the trick.
3. Focus Your Message
Are you primarily worried about maintaining a positive image or would you rather move more product no matter the cost? What kind of mood do you want people to be in when they think of your company? What’s the ultimate goal of everyone involved with the project?
These questions may seem more suited for a psychology class, but they’re important to every company out there. You’re in public relations! If you haven’t taken time to worry about exactly how the rest of the world thinks of you and what message you’re sending, you’re doomed from the start.
4. Know Your Weaknesses
You may have thought extensively about your strengths, but how familiar are you with your weaknesses? Probably not very, as we tend not to want to dwell on those. However, they are very important to any campaign, as they could signal the end of it!
If you’re a strong writer, great – but don’t forget all the other stuff you have to do, like talking to people on the phone, or giving press interviews. Figure out what you’re the worst at and spend time building it up, and make sure everyone on the team does this, too.
5. Think of the Future
How far ahead have you thought for this campaign? If the answer is “I don’t know” or “next week,” it may be time to step back and wait a minute. Any good campaign lives in the present as well as the future – both near and far. You should always have a good idea where you’re going, whether that’s in a month or five years. You no doubt want your business to succeed for longer than one day, so why are you thinking in those terms?
Have you completed all these stages yet?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: http://www.ereleases.com/insider/bigbook.html