| For non-Public Relations professionals, the very thought | | | | message. What exactly do you want to say to your |
| of launching a PR campaign can be extremely | | | | target market or your media audience to drive them to |
| daunting. Not knowing where to start, having no solid | | | | take the action you outlined above? How will your |
| media relationships and lacking a clear understanding of | | | | message benefit them? Why should they care? |
| what PR is in the first place, can make you shy away | | | | Remember, your message has to be relevant and |
| from establishing any kind of external communications | | | | compelling in order to be effective. |
| strategy-especially if it involves the media. | | | | Mode of Operation. |
| However, most PR pros will agree, an attitude like that | | | | This part of the strategy deals with the tools you will |
| can cost you big time. | | | | use to deliver your message. Will you email it to the |
| Partnering with the media to deliver your message can | | | | media? Send it via a reputable news wire service? Or |
| be an essential part of your business's overall success | | | | will you use a variety of different social media tools, |
| if it's done correctly. An effective PR campaign can | | | | thus creating your own media network and establishing |
| yield free publicity for your business (which is far more | | | | yourself as a thought leader? Needless to say, this |
| valuable than advertising), it can position you as an | | | | takes a fair knowledge of how to use social media, |
| expert and it can bring more potential clients to your | | | | but learning to use social media is easy and fun. |
| door. | | | | Define your media list. |
| If you're a novice, there are four main things you | | | | Your media list is the engine of your PR campaign. It's |
| should consider when launching your PR campaign: | | | | what can easily determine your campaign's success |
| Your Mission. | | | | or failure. Seriously consider which media outlets your |
| Ask yourself exactly why you want to get publicity. Is | | | | message is most appropriate for and put the key |
| your reason to attract more clients? Raise money? | | | | people at that outlet on your list. Remember, when |
| Mobilize people? What is your main purpose for | | | | developing your list, quality is better than quantity. |
| wanting to get media exposure? Once you decide, | | | | These just four things to consider when planning your |
| you've already created more clarity as you move on | | | | campaign. The key is starting out with a roadmap, |
| to the second "M," | | | | rather than taking a "hit or miss" approach. With a solid |
| Your Message. | | | | plan, you can have great success getting PR, even if |
| Now that you know your mission, clearly define your | | | | you're not a PR pro. |