What should a PR strategy for mass-media visibility look like?
There are plenty of challenges ahead this year. Therefore, it’s the perfect time to start developing a strategy that will raise the profile of your brand.
Which is one of the best ways to achieve this? Through a solid PR strategy.
In recent years, we’ve witnessed the direct impact that great mass-media coverage can have on a person or a business. Nevertheless, with so many marketing tools available in the communication toolkit, I heat the same question over and over again: why should I prioritise PR?
Firstly, PR can help you reach your “client”. It exposes you, your expertise and your business to an audience that doesn’t know you, but needs you, even if they’re not aware of it.
Secondly, PR helps you prioritise yourself (in a positive manner) as an expert in your industry or in a certain field. PR helps develop the audience’s trust and credibility in your business.
Finally, PR can help you extend your coverage, increase the number of your followers, build email and subscriber lists and (my favourite) impact the final result.
Building your mass-media “bank” helps you build your business bank. The level of trust and credibility that you’ll achieve as a result of your presence in mass-media, will help you consolidate your position on the market and even raise your prices.
So, how can you start planning your 2022 PR strategy for mass-media visibility?
Step 1: Analyse the mass-media delivery times to set up your PR strategy for mass-media visibility
Depending on the publication or TV channel you want to use, the delivery times might differ. There are some TV shows that prepare the materials a few months in advance, while others broadcast the materials on the same day – this usually applies to TV channels that focus on news. Then there are some mass-media institutions, such as podcasts, that can have longer delivery times. Therefore, when you develop your PR strategy, it’s essential to take into consideration the delivery time and plan accordingly.
Step 2: Choose your targets
Once you’ve determined when to contact the mass-media, it’s time to set your objectives. It might seem overwhelming to decide who to address when you have a limited number of hours per day. Choose 5-10 mass-media institutions for the next quarter. Follow and interact with them on social media. Look at their content and familiarise yourself with the subjects they cover.
Step 3: Develop your approaches
You’ve determined when and who to contact. Now, it’s time to work on your approaches. Since you’ve studied the targets and looked at their content, you should have a better idea about the topics and type of coverage they present. So, you can take all that research and create a wonderful approach.
For example, maybe you’re a real estate agent in a fast-growing metropolis. You could develop an approach that highlights the housing tendencies and the mandatory conditions for home buyers in your city. Or, maybe, you own a small business that produces luxury candles with customised scents. In this case, you could use the approach of Gift Guide: “The best scented candles for any occasion” or “The candle you’ll wish to light all day, every day”.
You have to make sure that your approach is strictly linked to your products, business and mission, but you also need to be creative and relevant for the target audience of each publication
Step 4: Create a pitch
The last step in developing your PR strategy is shaping your proposal. And this can represent a challenge.
Your presentation should be clear, convincing and brief. Talk about yourself and your business, about the benefits of your products or services and about their uniqueness. Present the figures and offer the possibility of doing interviews with some of the parties involved (clients, specialists in the field).
PR doesn’t have to be overwhelming. I am confident that if you follow these four steps, you can achieve, share and obtain incredible coverage for your story. Furthermore, during this process, you can build amazing and long-lasting relationships with the reporters. This represents a victory for everyone involved!