Public relations (PR) is the process of building a good relationship with your audience. PR covers a lot of things, from marketing to customer service. Still, most people associate the term PR with one specific element of the field: “ media relations.”
PR media strategy is dedicated to building a good relationship with the media. The goal is to use media outlets and news coverage to share your brand’s story beyond your current audience. PR media coverage can help you stand out in a crowded market, but you need to have a plan.
How To Differentiate Yourself Using PR Media Strategy
Here’s how PR media strategy can help you differentiate yourself and make your brand more memorable.
1. Choose Your Objective
The first step to any PR campaign is simple: Figure out your goals.
You need a purpose for your campaign or you won’t achieve anything. Decide on one main objective, like demonstrating your expertise, and then a few secondary goals. You’ll build the rest of your PR campaign around accomplishing these items.
2. Write SMART Goals
Your objective is the general idea of what you want to accomplish. It’s time to get specific—in fact, get SMART. Setting up SMART goals helps you check whether or not your PR campaign was a success. Your goals should be:
When you put together specific and realistic goals that you can measure, you create a game plan for the future.
3. Find Stories
Your PR media strategy depends on creating stories that interest media outlets. A simple announcement isn’t usually enough to get media attention. Instead, you should find a reason for the story to matter. Think about how your niche might be relevant to a larger audience. Ask yourself:
- Are you announcing a new service that’s in demand?
- Do you have information that people want to know?
Find ways to provide value to the media outlet’s audience and they’ll be eager to talk about you.
4. Schedule Appearances
Connect with any media contacts you have and find out what opportunities they have available. Once you’ve collected several outlets, you can develop a schedule. Your schedule should name which outlets you’ll appear in and when. It should also list actions you need to take before and after each appearance.
You could set up a social media marketing campaign to let people know about your upcoming interview or announcement. You can also coordinate sales or announcements to line up with media appearances. Both of these strategies help build your PR strategy into your overarching marketing plan.
5. Follow Up
After every media appearance, you should follow up and measure whether you were successful. You may look at a variety of different numbers, like:
- Social media presence
- Website visits
If you hit your targets, then you’re on track. If not, then you know you need to adjust your original plan. Either way, you’ll know more about what to do next time.
Make PR Media Strategy a Priority
If you want to learn how to differentiate yourself, PR is a great place to start. Attract can help you develop a PR media strategy. Get started today with Attract’s team of media experts.