10 tips to kickstart your PR planning.
Jan 02, 2023
Looking for some guidance on how to freshen up your PR plan for the new year? Here are ten tips from our CEO, Cathy White, who has over 12 years of experience in the industry:
1. PR is earned and takes time
Press mentions and interest build over time, so don’t expect results to happen overnight. Think of PR as a muscle you train in the gym – the more you put in, the more you get out. Consistency is key.
2. Look at your competitors
Want to know which journalists and publications to contact? To start your media list, research where your competitors are mentioned. Setting up Google alerts for keywords and competitor names are also great starting points.
3. Say something new
Don’t join the bandwagon in the press, whether that’s your personal brand or the company's. Add to the conversation and say something interesting –playing it safe is boring!
4. PR starts with you
Begin with your own channels – keep your website, social media, and blog up to date with the right positioning and information. One of the first things a journalist will do when they come across you is Google search your name, check out your website and look at your LinkedIn profile.
5. Speed is of the essence
Journalists are busy people. If a journalist wants to talk to you, you make it happen. If you are slow or unresponsive, you could be marked as a bad contact and they won’t try again. Be prepared for any questions they may ask to help you have a speedy reply.
6. Get permission before sharing information
Whether it be information under embargo or off the record, always get agreement. Never assume – you will quickly regret it!
7. Data is your best friend
Journalists love having data to feature in their articles. If you can, get data ready to share as soon as possible as this will instantly make you more appealing and can open up further opportunities.
8. Keep pitches informative & concise
Journalists are against the clock to deliver, so don’t make them work hard to understand the story. The first barrier to a journalist is your subject line – use keywords, keep it short and include your offer, such as an exclusive, interview or data. A/B test when possible, too!
9. Read the news
Look at relevant articles, newsletters and podcasts, and follow relevant media and journalists on Twitter. You never know when an opportunity can arise!
10. Invest in your images
How you showcase your company is just as important as the news you share. Make sure your press kit is up to date and of high quality.
If you would like to find out more, check out Cathy’s LinkedIn post or contact us for personalised support.