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Essentials For a Great PR Campaign
Every Successful PR campaign starts with a solid plan and understanding of how public
relations, journalist story preference and lead-times works together to secure your media
Pitching the Media
What is Public Relations? In the simplest of terms, good PR is a marketing tool
that encourages the media (newspapers, magazines, TV, radio, Internet) to report, link, like
and share articles and information about your products, services and expertise so that as
many as many people as possible are exposed and positively influenced to consume or
purchase these items from the marketplace.
Product and Story Placement PR: ShapiroPR specializes in helping clients garner
media and consumer attention through product photos, write-ups, stories and articles
placed in magazines, newspapers, social media, TV, radio and the Internet. The result is essentially
journalist-endorsed, free advertising to thousands and sometimes millions of people, so
everyone with something to sell naturally wants a piece of the action. It is the expertise
of a public relations agency to help distinguish a client’s product or service from the
thousands of competing pitches and story ideas that journalists receive monthly --- and get the client
onto their radar for coverage consideration and story placement. Many of the stories
you see in the media are hand-picked and developed by PR professionals.
The Public Relations Process: The main thrust of PR is to generate enough
interest around an item so that journalists feel that a story is “newsworthy” for
coverage in their work as part of the editorial. In the best case, a journalist will take an
idea or product and want to cover it immediately and this does happen when the
journalist’s agenda and the story idea are aligned. But generally speaking, successful PR
requires time, tenacity and attention to fulfill the ultimate goals of a campaign.
The PR payoff is a heightened media profile that can be leveraged to build more business
and even more media coverage. That being said, a client's services and expertise can connect
and synch up with a journalist's editorial calendar, story preferences and popular current news,
and take off like a rocket!
Goal Assessment: One of the first questions as prospective client is to ask yourself, “What are
your publicity goals?” Through an initial free consultation, ShapiroPR can help determine if the firm's
services can match your objectives and if we can collaborate successfully towards shared goals.
Successful PR campaigns require clear expectations to help ensure that campaign results clearly map
back to publicity goals. If you're a little unclear, ShapiroPR can help provide that PR roadmap.
Client Communication: ShapiroPR believes in treating clients as a partner in the PR campaign adventure.
ShapiroPR has experience working with new and veteran clients entering the PR game -- and both prospects
are exciting! In a professional relationship, ShapiroPR publicity clients can expect honesty, understanding
and regular communication about their campaigns.
Comprehensive Press Kits: The press kit is the industry tool used to succinctly
present the newsworthy elements of a product or concept to the media. ShapiroPR
takes the best aspects of the client’s expertise and product to create a media-ready
press kit complete with current press release, product details, intellectual concepts,
story ideas, background information, biography and visuals.
Fresh Story Ideas and Pitch Angles: Media interests and directions are constantly
changing and it is the PR professional’s job to identify and understand these trends and
how a client can leverage these trends to drive more exposure and product coverage.
Understanding Lead Time: The time that elapses between the time that a
journalist agrees to cover a story, and the time it actually appears in print, is the
journalist’s lead time. Every type of media outlet has a lead time that they follow to
develop stories, which can typically range from a few days (Digital and Breaking News Mainly), or to
a couple of months at the minimum, or as long as a year for monthly national print media.
The frequency of print publication, digital and broadcast can vary greatly. For this reason,
pursuing a couple of months of PR is not always the best publicity strategy because successful PR
needs time and momentum.
PR is best viewed as a business investment where publicity is garnered over time to bear more and more fruit.
The more familiar members of the press become with a client's expertise and products, the better the yield.
Publicity Begets Publicity!
Media Relationships & Follow-Up: Journalists and writers are saturated with
press submissions, phone calls and information on a daily basis. ShapiroPR bridges the
gap between the media and the client to attain publicity through solid media
relationships, good stories, effective delivery and continued positive communication.
Contact: Kelila Shapiro