A press campaign is a series of activities that are strategically planned to help a company and/business increase awareness and exposure. Sure, you can research Google about the components that are involved like press releases, media pitches, sponsorship decks, etc. It will even let you know that you need to identify your audience, decide on press angles and learn how to evaluate your success metrics. While all of this is important information, there are a few other things that you need to when making the decision to implement a press campaign for your brand.
How To Prepare for The Pressure- Getting featured in the media is an amazing privilege; it helps to position your brand in the marketplace, increase your influence in your industry and aligns you among other thought leaders. While all of these things are key to growing your business, landing major interviews in various publications, television shows, etc can definitely add pressure (in a good way of course). Here’s what I mean- when you are preparing to pitch the media, you are not in control of the responses that you receive and when you receive them. For instance, when we work with clients, the goal is to get them 1-3 placements per week, which at minimum means that the client will have at minimum 4 press opportunities. This all sounds fun until you’ve forgotten to clear your schedule, you misread emails and are not prepared for the interview even after you’ve been given the talking points. As an entrepreneur, you must remember to take time out and get organized within your business. That means learning how to juggle a team, your own clients/customers and also being prepared for the unexpected to come while taking it all in stride.
Press Campaigns Are Subject To Change Direction At Any Time- You may have developed certain press angles for your brand and you may have identified the various products/services that you want to highlight, but that does not mean that they are the end all be all for your campaign. Once you start pitching, you may find that you need to switch up the angles because no one is responding to your emails and/or they are deciding to pass on the story. If you are just starting out with little to no press, you may need to switch up your efforts from media pitching to creating content and activities that will capture attention. You have to give the media something to talk about and that may mean coordinating a launch event for your product, collaborating with a competitor, etc. There is not a one fits all approach when it comes to Press Campaigns. What worked for one person may not work for you.
How Daunting The Tasks Are- Press campaigns are not always full of glitz and glam. To execute a successful PR campaign, it takes a ton of research, compiling lists, revising pitches and press releases, connecting with journalists, and follow up. Sometimes opportunities are given last minute and sometimes interviews, stories, etc are pulled. It takes hard work, knowing the ends and outs of the PR industry, and a true passion to secure results for your business and brand. Last but not least, it takes time! Be realistic with the goals that you and/or your publicist set.