Evaluating what your company needs prior to building a memorable media campaign is a multi-step process and requires thorough analyses before execution.
Marketers like yourself can take their pick among a plethora of tools to determine what will help companies gain the most traction, which is great news. These tools can include anything from creating a website that is responsive on mobile devices to gaining publicity through a new social media platform. But why is it that sometimes you still don’t seem to be getting the coverage you know you deserve?
The answer to that question can be found right at your fingertips. Often, it’s more about re-evaluating what your company has and giving it a new spin. It’s about taking the hidden treasure in your content and turning it into a shiny new PR campaign.
Take Old Spice, for example. The brand got its start around 70 years ago. However, thanks to the launch of its updated campaign roughly a year ago, the brand has now received coverage like never before – including attention from A-list celebrities. The lesson here is that successfully utilizing social media and creating a clever ad can produce a completely new identity. Old Spice transitioned from being a grandfather’s deodorant to targeting young males. It didn’t change the brand, it updated the experience.
Your company has a compelling story that deserves to be told and it can all begin by working with content you already have. Here are four PR tips to help guide you to a successful media campaign strategy:
1. Use the company’s existing content as a starting point
More than likely, your company already has some type of social media presence or some form of content marketing. This can serve as a strong foundation in building a powerful PR campaign. Keep in mind that an audience is more likely to show support if you create something useful. This can be done by repurposing a case study to target a new or broader audience, or revamping the company website.
Engage your audience by soliciting questions that will give your company something to always talk about as your industry transforms and evolves. This gives your company a chance to prove you’re the number one source for all the upcoming trends.
2. Keep it relevant
Your company may have an exciting announcement or a great product. However, when promoting your company, remember that the audience will want to know why the product or announcement is worthy of investing time or money into. People want to buy the latest gadgets not only because it changes how they take a picture or listen to music, but because it changes the way they live their day-to-day lives.
Editors want a timely topic that is relevant to what they normally write about. Someone who writes about connected cars will not pay attention to programmatic buying.
3. Start the conversation early
When it comes to announcing new releases, products or features, start the conversation early. Get the media, opinion leaders, analysts, etc. on board in advance so the official launch day doesn’t start so cold.
Don’t stall on a media campaign strategy just because you want to save all the news for one magical day. In addition, be prepared for any materials the media may ask for before the official launch day – this may include embargoes, demos, meetings with executives, etc.
4. Journalists are people, too
Your company could have the most outstanding launch in the world, but editors receive well over 300 pitch emails, and also have a full voicemail inbox. Reporters need a good story, one that will gain traction, likes, shares and comments. A little friendly etiquette during briefings can go a long way, even helping to build positive relationships, putting your company in the positive spectrum of an editor’s mind when it comes to future announcements.
Keep it fresh
Discovering new ways to use a product can significantly increase the company’s appeal, attracting new customers while never losing the interest of existing ones. This is an ideal way of keeping a company in the spotlight in the best way possible.
Creating content that can be adapted to tell an even bigger story over time can go a long way in many different aspects. Taking the time to repurpose existing content can turn into a brand new media campaign strategy, including additional coverage, and added product sales, and even a broader audience.