Managing a Public Relations Campaign

Basics for Developing a Solid PR Strategy for Your Public Relations Campaign

For small business or even individuals, managing your public relations campaign may seem impossible. Don't ignore the many opportunities you have to get free coverage with your own PR campaign, though.

1. Press Releases
Any effective PR campaign is going to include press releases. When you have news about your company and products, write a press release and distribute it to the appropriate media outlets. Be sure you know how to write a press release because there is a big difference between advertising and public relations.

2. Press Kits
Your press kit, or media kit, is an invaluable tool you can use to promote your company. From trade shows to product launches, there are a number of good reasons you must create a press kit.

3. Use Your Blog
Your corporate or employee blog is an excellent way to keep you visible to your customers. Making your blog a regular part of your public relations campaign gives you exposure to customers, journalists and it even provides you with word of mouth advertising.

4. Working With the Media
Make no mistake. The media is not required to give you coverage. Public relations is your ability to get free publicity. Knowing how to work with the media will help you come off as a pro even if it's your first media event. You also want to develop a long-lasting relationship with the media so you can start to develop contacts in the industry as well.

5. Organizing Media Events
PR is more than blitzing the media with your press releases. Organizing media events is an outstanding way to get multiple media outlets to come to you and give you free exposure.

Be creative when coming up with ideas. Just because you have a news conference doesn't mean the media will show up. A groundbreaking ceremony with a local celebrity or other prominent figure to address the crowd increases your chances of getting publicity over the same event with just you and your employees sticking some shovels in the ground. If you're working with a children's charity to raise money, the media will be more likely to show up if you're hosting a fun event like snow skiing in summer for the children who the charity helps rather than you just filling out a check to hand over to the director of the charity.

6. Learn Crisis Management
You can learn crisis management from corporate giants because not every aspect of public relations is going to be pleasant. You may have to deal with product recalls, lawsuits or even deaths of employees while on the job, for example. The numerous possibilities of what can go wrong are something you have to be prepared for before they happen. You can't anticipate everything that can occur but you can learn effective crisis management to prepare you for the future.