PR Campaigns Guide for Marketing Directors
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Demand MetricPR Campaigns Guide for Marketing Directors
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Demand Metric- Cover: Title page introducing the guide to building successful PR campaigns.
- Public Relations Defined: Explains the concept of Public Relations and its importance to organizations.
- Public Relations Elements: Details the essential elements needed in a Public Relations strategy, focusing on communication techniques.
- Public Relations vs. Advertising: Compares the key differences between Public Relations and Advertising approaches.
- Selecting the Right Tools: Guides PR professionals on choosing effective tools and services to enhance their Public Relations efforts.
- Promotional Content: Contains promotional material for Demand Metric resources and sign-up invitations.
BUILDING
SUCCESSFUL
PR CAMPAIGNS
HOW-TO GUIDE
Building Successful
PR Campaigns
HOW-TO GUIDE
Building successful Public Relations (PR) campaigns is essential for Marketing Directors in
mid-sized enterprises.
Managing budgets and resources for PR can be difficult, especially when there is no clear under-
standing of the value, function, or tools that you may need to procure. This report will:
Define Public Relations
Outline typical PR activities
Differentiate PR from Advertising
Illustrate various PR elements
Provide PR Best Practices
Help you select the right PR tools
Although PR agencies will tell you that the PR function is too difficult to manage internally,
having the right strategy, tools, and knowledge, will save you money and further develop your
marketing skill set.
Public Relations Defined
What Is Public Relations?
Public Relations (PR) is the act of managing communication between an organization and its key
public stakeholders, with a focus on building and maintaining a positive image.
PR professionals execute campaigns targeted at specific audiences, to influence opinions and
measure public perception.
Typical Public Relations Activities Involve:
1. Evaluating public exposure, opinions, and attitudes
2. Developing policies for communicating with the public
3. Implementing communication programs across media channels
4. Integrating communications with Marketing programs and brand
5. Creating goodwill by managing a two-way communication process
6. Building a positive relationship between the public and the organization
2 Building Successful PR Campaigns How-to Guide
Public Relations vs. Advertising
Public Relations Advertising
Free Placement Paid Placements
Slant from journalist Full Creative Control
Creates Credibility Creates Visibility
Only mentioned in a story Obvious to consumers
Viewed more objectively Will run when you pay for it
Takes time, and no guarantees Simple, if you have budget
Public Relations Elements
It is essential that you create a comprehensive and measureable public relations plan before
starting any public relations activities. Use our Public Relations Plan Template to document and
formulate your PR strategy. While doing so, it is important to keep the following elements in mind:
Audience Targeting - a fundamental technique in PR is targeting a specific audience for your
planned communications. Select the appropriate audience before creating your message to
ensure you will appeal to their interests.
Press Conferences - this method allows an organization to select a specific group of journalists,
analysts, or other constituents, when communicating its position on a given topic. It is assumed
that the speaker will answer questions, following their speech.
Press Releases - providing a written statement to the media, usually communicated via newswire
to many sources. Generally, journalists quote press releases verbatim, as if they had completed
an interview. Use our Press Release Template as a guide to writing an effective press release that
capture key messages, establishes credibility, and is interesting to the reader.
Optimized Press Release - written communications posted on an Internet news portal. Be
sure to include many carefully selected keywords so that top search sites, such as Google and
Yahoo News, index your release. This medium allows you to connect with readers, rather than
just journalists.
E-newsletters - newsletters are an excellent way to keep in touch with customers and pros-
pects. By having people register online for your newsletter, you can build up your email-mar-
keting database.
3 Building Successful PR Campaigns How-to Guide
Investor Relations - communicating with current and potential investors is another critical dimen-
sion of public relations.
Webcasts - this communication vehicle provides steaming audio and/or video content to your
audience and can be viewed on their convenience. A well-developed webcast is an excellent
method for generating leads and industry buzz.
Speaking Engagements - positioning your key executives as experts in your industry is another
effective way to add credibility to your organization. Contact industry event planners to determine
which speaking engagements would be a good fit.
Corporate Events & Sponsorships - sponsoring industry tradeshows, community events, or charity
fundraisers, demonstrates commitment to being an industry leader. Be sure to develop a policy for
this medium, to avoid under-the-radar expenditures.
Analyst Relations - many industries have analyst firms who provide objective research & advisory
services. Be sure to contact these firms to establish a relationship and communicate your competi-
tive advantages.
Selecting the Right Tools
There are many providers who offer PR Consulting; media contact databases; newswire distribu-
tion; press and video clipping; blog monitoring; webcast platforms; and other helpful PR services.
This section will help you further develop your strategy by outlining various vendor offerings.
PR Consulting - partnering with a PR Consulting firm such as Hill & Knowlton, or a local
provider, can help you with developing an effective PR process.
PR Suite Vendors - while organizations such as Vocus and PR Newswire claim to have a best-
of-breed, comprehensive PR system, many practitioners prefer to save money and piece
together vendor solutions that are well-known for their particular offerings.
Media Contact Database - if your needs necessitate a large media contact database; consider
using Bacon’s [Link] Module.
PR Submission Engine & Tracking - PR Newswire provides an excellent press release submis-
sion engine but is more expensive than PRWeb who also offers an integrated solution with
their partner Businesswire.
Press Clipping Services - to help you monitor the coverage of your press releases, consider a
subscription to BurrellesLuce.
Video Clipping Services - to monitor your broadcast coverage, look at multivision’s Digital
Showroom 4.0.
4 Building Successful PR Campaigns How-to Guide
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