I have been practicing PR professionally for more than eight years now. And as someone who has worked with countless brands and online personalities throughout my career–providing every single one with various PR services to match their different goals, I have to say that one of the most heartbreaking things to witness is to see a brand that is not able to fully realize the potential growth that PR could have provided them and their campaign.
The circumstances surrounding such situations are always varied, but the end result is always the same–satisfactory results, but not extraordinary. As someone who makes a living out of fostering healthy relationships between brands and the public, I wanted to enumerate five guidelines that can help anyone ensure that they are able to get the most out of their PR campaigns, regardless of the size of the industry they are in and the budget they are working with
Have a very clear set of objectives
More often than not, I see clients turn to PR because of their limited advertising budget, thinking that we can provide them with the same results that they would get if they ran an ad. Let me tell you to flat out that it does not work that way. Advertising and PR function very differently and therefore are able to provide brands with very different results.
Whereas advertising would allow you to get your message across in a very fast and often visually-striking manner, with PR, the message is eased into people’s minds, which allows them to better understand it. This is also the reason why PR materials are often lengthier. If you’re running a campaign with both a PR and advertising component, it needs to be very clear in your head what the purpose of each is so that you can make smarter decisions that promote efficiency.
- Understand the role and strength of each platform
Similar to buying media, running PR campaigns are also oftentimes more effective if they are done on multiple platforms. Generally speaking, websites allow you to effectively tell your stories and explain the details of your campaign, while social media permits you to create more buzz and just amplify your messages.
When it comes to social media, before even thinking of engaging influencers, you need to know the clear role of each platform. Facebook, by and large, is used by many for its ability to let brands reach many people across different market segments, while Instagram serves as a repository for visually striking images that can uplift the image of the brand. YouTube gives more opportunity to highlight RTBs in a video format of any length, while the much controversial TikTok can help get the GenZers to pay attention to what you’re saying.
Understanding the roles and strengths of each platform will allow you to provide your ambassadors and influencers to create more hardworking content that serves its purpose.
- Prepare a budget and always consult.
A lot of marketers and entrepreneurs tend to go into PR without a set of budget, and while that’s understandable for many reasons, know that providing your PR agency or consultant with an amount that they can work on just makes everything so much easier for everyone. It makes it easier for us to identify what services we can provide to help you reach your goals, which platforms we can work with, and for how long–all those details that you’ll need to know before you even launch a campaign.
In addition, you need to trust your PR person enough to consult with them and treat their recommendations as those by experts. Keep in mind that you’re doing PR because you need to create that relationship with your target audience. There is no one else who can help you achieve this in the most effective and efficient way than someone who specializes in PR.
- Be open to options
A couple of times, I’ve seen brands approach PR agencies asking them to be connected to certain celebrities, influencers, or news outlets, or to get an influencer to create a very specific execution for them. Unless you have all the money in the world to get things done exactly the way you want it to, you need to be open to hearing options. Understand that: first, third parties, whether they be publications or influencers, have their own set of rules, and more often than not, these were established to cater to their specific audience–because it’s what works for them. They most likely will not bend those for you. Second, some of these people may already have existing relationships with your competitors, which you really just have to respect.
- Stay true to your brand’s values.
There’s nothing more off than having a brand stray away from their established values just to get talked about. Especially if you’re a brand that already has a strong following, staying firm to what you’ve been known for is something that can make your PR agency’s work so much easier, because then all they have to do is communicate things that are already built into your company’s DNA.
One of my favorite quotes comes from American author Robert Greene who said, “Mastery is not a function of genius or talent. It is a function of time and intense focus applied to particular knowledge.”
This has helped me really stay focused and work on mastering PR for the past couple of years–so I can help others maximize whatever resources they are ready to put into their campaigns. If you’re someone who also wants to learn more and master PR, then let me help you get a headstart. I am personally inviting you to my 10-Week PR Certification Program, which I shall be launching very soon. Let me teach you about the art and science of this amazing practice and, hopefully, get you to understand why I am so obsessed with it.
Kerwin Rae Shares How He Has Helped Over 100,000 Entrepreneurs Succeed and Grow
Kerwin Rae is Australia’s leading business strategist and high performance specialist helping over 100,000 businesses, in 154 different industries, throughout 11...
Brock Pierce Wants To Disrupt The Two Party System And Be Your Next President
We don’t usually cover politics much here at Disrupt, but when Crypto billionaire and friend of the show, Brock Pierce...
John Mcafee – Predictions For The Future
John McAfee is a world-famous tech CEO, computer scientist, civil disobedience activist, privacy advocate, and pioneer of the commercial anti-virus...
Gaby Wall Street – Teaching Latinas to Thrive During The Crisis
It’s no secret we are facing one of the most challenging financial times of the last few decades as we...
Tony Delgado – The #1 Entrepreneurship Movement In Puerto Rico
Puerto Rican online market is in constant progress. With many entrepreneurs who are coming here to start a business, it...
Elena Cardone – The 10X Ladies Conference Is Declaring 2020 The Decade For Women
The next ten years are meant for women to continue growing their potential and succeeding in multiple areas, including business....
How Josh Elizetxe Built Snow Into a $40 Million Dollar Business
There is nothing quite like an entrepreneur’s determination when starting a business. That’s my original quote by the way (pun...
How Jason Capital Became A Self Made Millionaire By 24
Have you ever wanted to earn the respect of everyone who ever looked down on you at some point in...
Sam Bakhtiar On His Way To A Quarter Billion
Dr. Saman Bakhtiar, who prefers being referred as Sam, lives in an 8200 square foot $5.2 million house, Sam is...
Executive Voice7 days ago
Meet Jonathan, The Man Who Is All About Empowering Others
Executive Voice2 weeks ago
Meet The Business Strategist Helping Others Take Action – Kelvin Diamond
Executive Voice2 weeks ago
Nikhil Gangavane – Jack of all trades, Master of Some!
Executive Voice7 days ago
NGRAVE CEO Ruben Merre: The Last Word in Crypto Wallet Security
Entrepreneurship2 weeks ago
K.O. Mason Uses Struggles To Push Him Forward With Music
Press Release1 week ago
Ankur Sunaar Slaying Unconventional Career Choice!
Entrepreneurship1 week ago
Giuliano Gonzalez, Founder Of Podcast Management Solutions, On What It Takes To Be An Entrepreneur
Entrepreneurship1 week ago
The Top 7 Amazing Benefits of Digital Marketing and Why It’s Important For Every Business