With few exceptions, successful PR campaigns aren’t the result of dumb luck. A PR effort that achieves its objectives is almost always the result of careful planning and savvy execution. If you take the time to lay the groundwork, the second part of the equation will be far easier. There are at least four major elements that form the foundation of a winning PR campaign.

Clear-Cut Objectives

If you don’t know what you’d like to accomplish with your PR campaign, it’s going to be pretty difficult to hit any specific milestones. Before you do anything, come up with one or more concrete objectives that your campaign should achieve if all goes well. Consider factors like budget and time frame when you’re putting together a list of objectives to guide your strategy.

Audience Awareness

Knowing whose favor you’re trying to curry is one of the keys to a fruitful PR overture. Campaigns that are too broad tend to fizzle out since they’re trying to reach too many different target demographics. Campaigns that are too narrow in focus often deliver lousy ROI. Do some serious market research and figure out who you’re trying to influence before you begin.

Honesty and Transparency

Whether a PR campaign is meant to promote a business or deflect criticism, establishing trust and credibility should be a top priority. If you’re dishonest with your intended audience, it’s more than likely that they’ll find out about it sooner or later. Playing it fast and loose with the truth is a surefire way to see your campaign go down in flames.

See also  How to Grow Your PR Career

Prudent Channel Selection

Nowadays, there are hundreds of ways to reach an audience thanks to the rise of the Internet. Everything from traditional press releases to social media contests can be used to move a PR campaign forward. Carefully selecting the appropriate message delivery methods for your PR campaign is the final piece of the puzzle. Fortunately, analytics and market research can show you what channels are most effective based on your target audience.

Measure Twice, Cut Once

Establishing a solid foundation for a PR campaign before pulling the trigger is essential for several reasons. First off, a campaign without a clear vision is difficult to keep on track. Furthermore, it’s difficult to change horses midstream if you need to switch up your campaign’s focus. Once you have your blueprint worked out, stick to your itinerary and follow through.

SHARE
Previous articleWhere is the PR Industry Heading?
Next articleMega’s New Audio and Video chat: What does it mean for Skype and related services?
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.