September 17, 2015
/ by Maria Materise
Everyone wants the latest tool or technology to help their PR campaign. And while the newest trends can be valuable, your PR efforts will be for naught if you don’t have the foundation to back them up.
Having a strong foundation gives your PR campaign a leg to stand on, so that no matter what gets thrown your way you can handle it. PR tools are constantly changing, but if you understand the basics you can continue to find success.
Our free “PR Starter Kit” offers a step-by-step guide to brushing up on your basic PR skills. Make sure you have a strong foundation by practicing these three skills:
Press releases are valuable in driving traffic and boosting visibility of your brand. If you can craft a well-written and interesting story that places your brand in a positive light and attract the right media coverage from it, the results will be well worth your time.
Start by making sure your story is newsworthy. No one will want to pick your story up if they aren’t as excited about it as you. Your headline also plays into this. The headline is the first thing readers see, so you need to make sure it sparks their interest.
Complete your story by answering who, what, when, where, why and how. Don’t forget to include links to relevant keywords and make your contact information prominent.
Pitching to media professionals and influencers is a delicate process. What works for one may not work for another, so tread carefully with your story.
According to Cision’s 2015 Social Journalism Study, 83 percent of media professionals prefer receiving pitches through email. While social may be a great place to reach out and make a connection with a reporter, email is where you should make your official pitch.
Your pitch should be well-structured with a strong headline and concise copy. You want to interest the reporter or influencer, not overwhelm or annoy them. Also, keep track of whom you pitch and monitor the results. If your pitch was unsuccessful, try a different angle next time.
If you don’t keep track of the results of your PR efforts, how will you know if you are successful? Start by establishing your goals. Find out what it will take for you to know when it is accomplished. Can it be measured?
Keep an eye on the numbers as you go. Make sure you’re making progress in the right direction. If you’re not, it may be time to change it up.
After your campaign is completed, take a step back and look at the results. Did you meet your goals? Study your data and find out what worked and what didn’t. Use the information to guide your campaigns in the future.
Want to brush up on more basic PR skills? Click here to read the free “PR Starter Kit” today!
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