It isn’t difficult to identify a successful PR campaign — one that effortlessly builds a relationship between a company and its target audience. It doesn’t have to be outrageous, as some of the most effective campaigns focus on simplicity yet make a huge impact because they’re memorable.
PR is such a vital part of any brand’s marketing strategy, especially as consumers become more immune to traditional advertising. According to research, 75% of advertisers plan to increase overall spending on PR over the next five years.
Traditional media is also becoming less effective, as are some of the earliest forms of online marketing. Trends like influencer marketing and digital storytelling are taking precedence for many brands and are claiming spots above more traditional forms of advertising and PR, like TV commercials and print material. More specifically, in a survey of PR pros, more than 60% believe influencer marketing is becoming more important, and more than 80% believe the future is digital storytelling.
So, it’s important that your PR campaigns break through the noise and deliver results. But what if they don’t? There are several reasons why your PR efforts may be delivering less-than-stellar results, and it’s not always easy to determine why they fall short. There are, however, some common mistakes that you can be sure to avoid, like these three examples below:
1. Failing To Promote Media Placements On Your Own Channels And Outlets
Many brands will secure a media placement but never do anything to promote it across their own channels. They put countless time and effort into securing a media placement and then stop. Assuming that simply existing on that outlet is enough is the wrong approach; you are leaving a huge opportunity on the table.
You should be promoting all of your PR wins across your own social media channels, helping to amplify its reach and also showcasing your brand’s strength to your followers. Even though they might already be supporters, showing them your media wins helps to strengthen that connection. Also, your very loyal supporters are likely to share and engage with those social media posts, which can help expose your brand to an even larger audience.
2. Focusing On Product Features Rather Than The Final Benefit Or Outcome In Your Pitch
A lot of companies will focus solely on their service or product when pitching, but that is the wrong approach. In reality, there are dozens of companies that offer the same thing, so you need to make sure to highlight the problems your product or service solves and how the reader is going to benefit from what you offer.
It’s one thing to say you offer the greatest widget; there are dozens of other companies all making that same claim. But if you clearly paint the picture of what the outcome is for the reader and how it can benefit them, you are going to see a much more positive response to the pitch.
3. Failing To Include The Five Ws (And One H) In Your Pitch
There are six components to a successful pitch that you need to address every time you approach the media: who, what, where, when, why and how. If you fail to hit each one of these points you will not be able to give your target the big picture — and if there are missing details, they are likely going to pass on your pitch. A successful piece of content touches on all of these points.
Also, don’t assume you have to go in-depth on each point. If you can get your point across in a few sentences, even better. The majority of journalists and media personalities are bombarded with pitches. They don’t have time to read long-winded pitches. Hit all points, but do so quickly, avoiding fluff and filler.
PR is a constantly changing, fast-paced process, and it can be difficult to keep up and ensure your campaign is hitting home. By implementing these strategies, your PR campaign will already be a step up from your competitors.
