LAUNCH YOUR OWN PR CAMPAIGN
Cost is always an issue when you want to come up with a PR campaign for your company products, services or events.
According to WebsiteMarketingPlan getting the most media exposure doesn’t mean selecting the most expensive agency. Instead, it suggests finding an agency whose size and capabilities closely resemble your business.
There are small PR shops or individual specialists that typically charge $50-$100 per hour to launch and maintain a campaign. In comparison, major firms could charge you about:
• $75/hour -Interns/Junior Executives with very little professional experience
• $100-$125/hour - Account Executives with 1-3 years of professional experience
• $125-$200/hour - Senior Account Executives with multiple years of experience
However, when choosing smaller firm/individuals you need to make sure they have the same tools as bigger agencies do, such as:
• Updated media lists/contacts
• Personalized media distribution capabilities
• Tracking system to get copies of your media placements
(articles, tapes from TV/radio shows, etc.)
• Professional pitching prowess
• Communication/media relations skills
The trick is to research well and find the best fit PR firm for your particular need.
However, if you have the time, tools and talent to launch and maintain your own campaign, you should do so.
If you know the right ways, you can drum up your business into the media. Here are some easy steps to follow in launching your PR campaign:
Step 1 - Know your PR goal whether to increase sales,
awareness, launch product, etc.
Step 2 - Choose and create your media list, based on what your
target market patronizes.
Step 3 - Come up with creative story idea that will create intrigue.
Step 4 - Identify the media person you'd like to send your story idea.
Step 5 - Make a pitch letter.
Step 6 - Contact the media person by phone to establish your
intention and for a chance to get an immediate interview or schedule.
Step 7 - Send the pitch letter either by mail or email.
Step 8 - Make a follow up phone call to re-establish your intention.
101PublicRelations says pitch letter doesn’t need to tell the whole story, but simply attract the interest of the editor/news director.
Some tips from Entrepreneur on what to include in your pitch letter:
• Brief statement about why your story idea is of interest to the media.
• Why this idea will appeal to the media outlet’s audience.
• Why you are qualified to be the source.
• Call to action by asking them to schedule an interview or discuss the story further. |
