Many of the most successful PR campaigns have been quick to create with relatively little investment needed.
But, knowing where to begin if you haven’t previously embraced PR for your brand can be a challenge, especially if you are a growing business and your resources are stretched.
You may be looking at your more established competition and wondering whether you will need to break the annual marketing budget to achieve the kind of national media coverage they might be getting.
Or you may not have the internal resources to be able to put much time into developing a PR strategy to get some successful campaigns off the ground.
But you can take heart from the fact that some of the most successful PR campaigns both in terms of coverage and ROI have been created and executed with a relatively low investment compared to the results achieved.
You can get great results from campaigns that don’t take a chunk of time and money if you follow some basic principles:
Uncover what is interesting about your brand
Every brand has a story it can tell - sometimes it’s just a case of stepping outside of how you normally think about the brand. It’s worth keeping an eye on the media to see what stories are grabbing people's attention and how your brand or the product/service you provide fits within that story. You might be a print business and think you don’t have anything to say that can engage your audience on a massive scale but you create prints of anything, of moments in people's lives and loves and your pr ideas can tap into these emotions to uncover what is interesting about your brand.
Create compelling content
From there it is a case of developing your idea into a news release with an angle that will get people clicking, talking and sharing and getting your story out there. A good understanding of putting your story into a style that journalists can easily copy and paste will help you to convey your message and maximise results. Videos, photos and infographics can help a story get traction with the media, but limited time and budget may not make these an option. This is where you can be bold and engage your audience more deeply by inviting them to interact with your idea and generate additional content whether that be via a competition, social media or another form.
Utilise internal and external expertise
If you don’t have the internal resources to do this there are agencies on hand that can help create and execute the campaign for you. It often doesn’t take a huge investment of time and resources to create compelling content - just a good idea and a structured approach to maximising desired outcomes whether that be coverage or links. Tap into internal expertise by getting comments from experts in your business that you can include in your outreach and add colour to your stories.
Just remember to think big regardless of the budget and time you can invest.
If you would like to talk to us about what PR can achieve for your brand click here to contact us.