strategy

3 Things Google Won't Tell You About Press Campaigns

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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.


  1. 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.

  2. 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.

  3. 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.

How To Develop Your Press Plan

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So as a business owner, it’s your goal to increase, revenue, impact and brand awareness, right? Well how do you expect to do that if know one knows you exist?

One of the best ways to market and go your brand is to: GET IN THE PRESS. Before you get all excited about the outlets that you want to get featured in, you MUST develop your press plan! It is your road map to S. media success.

Here are a few tips below to help DIY + activate a PR Campaign:

  1. Think about your objective- What is the overall goal you want to accomplish? Are you starting a PR campaign to garner sales for a book launch? Do you want to invite influencers to your event? Once you determine your objective, that will help you figure out who you need to target and what outlets are a fit for your campaign.

  2. Figure out your strategy- What methods are you going to use in order to fufill your objective? Are you going to pitch to the local press and bloggers only? Do you need to connect with social media influencers and print journalists? Write out 3-5 strategies that will help you accomplish your goals. These strategies could include: developing a press release, creating a media list, researching the top 10 people within your industry and their methods, etc.

  3. Describe the people that you want to reach during your campaign- Who is in your target audience? What age are they, where do they like to hang out? Why are they a fit for your product/service? These are all questions that you must think about prior to beginning outreach. You have to be CRYSTAL CLEAR on who your core audience is for this particular campaign. Depending on what you are offering, your target audience will be different for outlets and influencers. Ex: a female owned beauty app has at least 3 target audience: tech, beauty and women owned companies.

  4. Who can help you share your story?- Write out the targeted outlets that are a fit for your brand. Identify the top 20-35 outlets and create a media list with contact information, including email addresses, phone numbers and the office address.  We will share more on this next week