Public relations can be an effective tool to build credibility, increase sales or establish a new business niche. To develop an effective media relations campaign, make these steps part of your PR program planning:
Identify audiences carefully by industry, geography, category of decision-maker and other key criteria. Then prioritize them. Focus on who will actually buy your product or service, and who influences that buying decision.
Craft content and tailor messages that resonate with your target decision-makers. Make sure the content also fits your target media’s editorial agenda.
Drill down and prioritize news outlets (print, TV, radio, web). Where does your target audience get their news? How often is the news published? What is the editorial focus? When are the deadlines? Who are your key media contacts (editors, columnists, reporters, photographers, etc.)?
Initiate a media relations program that focuses on matching the needs of specific editorial outlets with content you provide about the business, product or service. One size does not fit all when suggesting news stories.
Be willing to position your company as a media resource, rather than focusing all energies on generating individual profile stories. Being quoted as an authority on a hot topic reinforces your credibility and keeps your company name in front of your target decision-makers.