In Part 1 and Part 2 of our series on PR planning to support your direct marketing and other promotional efforts, I discussed setting goals, analyzing your customers and competitors, and developing your killer Key Message. This final segment is where you take it all, and stir it up with whole bunch of imagination into PR activities that fix your messages in your stakeholders’ minds and have them nodding yes.
4. Create promotional activities that amplify your message. This is the fun part. Rules have no place. Be creative. Have fun. Go nuts.
When most people, even many public relations professionals, think of PR, press releases are the first thing that comes to mind. They still play a role. Briefing reporters face to face or over the phone also works. Social media has added a bunch of new ways to communicate.
However, 99 percent of the time, there are more effective – and more exciting – means to tell your story. My tip is to simply look around to see what you have to work with. You’ll be surprised. Ideas will jump out at you. This is also the best way to go if you don’t have “hard news,” the staple for press releases and briefings.
So, forget press releases. Better ideas are endless. Is there a customer who could tell your story? How about casting a talented engineer with a gift for theatrics (I call them “mad scientists”) to tell reporters his story? Is there a provocative angle to your story that you might exploit by conducting poll or study? (Reporters love them.)
Can you demonstrate your product in a real-life situation? How about inviting some industry experts to a freewheeling talk-show webinar with an exuberant employee filling in for Dave Letterman? Is there a side story you could stage humorously in a YouTube video?
The best way to come up with ideas is to hand pick a few individualistic colleagues for an hour of brainstorming. One idea will build on another. Hurdles will disappear as quickly as they appear. I guarantee that within 60 minutes you’ll have four or five amazing ideas.
And don’t let a tight budget get in your way, either. Brainstorm great ideas and then tailor them for the budget. It works.
5. Make a list of what works and what doesn’t. Finally, don’t forget how you constructed your PR blockbuster. Take time to write down what worked and what didn’t. Pull out the list when planning your next activity. While it might seem self-evident, put such lists where you can find them. I’m flabbergasted at how often they can’t be found when the next promotion rolls around.
I propose we have some fun and help a colleague at the same time by putting Step 4 to work. Would one of you want to rough out Steps 1-3 for a project you’re starting? Just provide enough background for this group to brainstorm some incredible PR activities for you. Any takers?
What other problems are you facing? Let us know. If it has broad interest, we’ll put the topic on our blog schedule. Are you expert on a topic that will interest this community? Contact us. We’re eager to share this space with guest bloggers.
Péllo Walker Scott E. Smith
Daily Digital Imaging Guided Message Communications
pello@dailydigitalimaging.com scott@guidedmessage.com
925-935-3621 925-566-4569
