PR is more than just issuing a press release to the media.
The CIPR define PR as "the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour".
From writing press releases, organising press conferences, partnerships management, and influencer marketing, an effective PR campaign will use a variety of tactics to get big results.
Here are some PR best practice examples of how we achieve big results:
Writing and issuing a press release is the easy part. Achieving brand mentions in all of those target media outlets is where a PR professional has the edge.
PRs spend time nurturing relationships with the press and influencers. That could be arranging a media tour to visit news editors at their offices, engaging via social media, or even an informal chat over a cup of tea in a local cafe.
Writing a press release is completely different from an editorial feature, website, social media, advertising copy etc.
For example, a press release must be newsworthy. A PR professional will identify newsjacking opportunities to pique the interest of the targeted media, with the addition of quotes from authoritative individuals that add more to the narrative.
The media get inundated with press releases every day. You must think and write like a journalist, giving them exactly what they want, and need.
The media world is fast-paced. Journalists move around and quite often go freelance. Media databases aren't cheap, however, they are a valuable PR tool to ensure press lists stay up to date.
Beyond database contacts are the private ones that PRs have nurtured. Quite often, it's those ones that add value to a PR campaign and help to achieve results.
Publicity stunts are a great way to generate hype about an upcoming event and spark brand interest.
However, with an unpredictable breaking news agenda and a shortage of media resources, it's becoming increasingly challenging to secure media attendees.
A PR professional will identify a strong news hook, giving the media a reason to attend.
Check out our blog - how to run a successful press call - which outlines everything we do to guarantee media engagement.
PR is just one part of the marketing toolbox.
An effective PR campaign works in line with other communications tactics such as SEO, pay-per-click, social media marketing etc to ensure consistency across all customer touchpoints.