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Failing to plan is planning to fail. If you want to have a
successful Public Relations Campaign, you must make a plan and think
things through before you commit to anything. Diva Design World knows
this, and makes it a habit to discuss the PR campaign with our clients
at length, ensuring that no potential PR opportunity is missed, and
that no PR nightmares arise. Here, we offer some advice to help you set
up your own successful Public Relations Campaign.
1. Begin by determining exactly who your target market is. Things you
may need to determine are sex, age, marital status, education level,
and annual income. You may have other criteria as well. The important
thing is that you know exactly who it is that you are trying to reach.
2. Figure out where your target market is. This may be specific states
or countries. It may be particular shopping malls or Internet chat
rooms. What national or community organizations might these people
belong to? Make a list of everywhere you can think of where you might
find your target market. Don't forget the media, such as television,
radio, magazines, and newspapers.
3. Know what you want. Now that you've identified who you are looking
for, and where you might find them, the next step is to figure out
exactly what you want. What do you expect to get out of your PR
campaign? Are you looking for investors? Sales? Prospects? What is the
main goal of the public relations campaign?
4. Identify how your target market will benefit from using your product
or service. Write it down, organize the thought, and memorize it. You
will need to know this off the top of your head when you are asked -
make sure your answer is good!
5. Begin writing your PR material. Start with a press release. You can
write this yourself, or hire a professional to write it for you. Find a
reputable company to distribute the release. Make sure that it is as
good as it can possibly be. If you need help with this, check with the
staff at http://www.divadesignworld.com . Send out the press release to
the associations where your target market can be found as well. They
often have newsletters. You can find listings for associations at your
local library.
6. Write an article about your product. Remember, this must be an
informative article, not an advertisement. The article should be
between 300 and 700 words in length. Distribute the article to both
online and print publications that your target market will likely read.
Be sure to send this to the associations as well.
7. Studies show that a potential customer must see your advertisement
an average of seven times before they will buy. Be prepared for this,
by writing more articles, and more press releases.
8. Consider calling the associations and offering to speak at one of
their meetings - free of charge. You can use this opportunity to plug
your product, and to give away free samples. You must have information
of interest to the group. You cannot use this as one long sales pitch.
9. Find someone who has benefited from the use of your product or
service. Get their testimony, and use it in your press releases, and on
other printed material as well.
10. Know when you need help. Not everyone is cut out for PR. Don't be
afraid to hire a professional to help you manage your PR campaign.
There are great advantages to hiring a professional, the first being
that they know what they are doing, and they probably know tricks that
you don't know about.
About the Author: Monique Danielle owns Portland Marketing Agency DivaDesignWorld.com,
a full service firm that offers web development, graphic design,
consulting, and a wide variety of creative services. She is also
the founder of divadirectories.com,
a free online resource designed to promote the growth and development
of female business owners throughout Oregon, Washington, and the
Northwest.
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