Feeding a PR programme

Category: PR
Posted by Nicky on 9th September 2006

PR programmes can be hungry beasts.

Building – and maintaining – momentum in your PR activity is crucial, not only for the success of your ongoing campaign but also to ensure best use of your marketing investment. The ability to continually “feed” your PR programme, as efficiently as possible, is therefore key.

Many companies we’ve worked with – particularly those in start-up phase – don’t have a continual flow of contract wins, customer engagements or new products to feed the press release machine. Even established companies experience periods when hard news is simply scarce, for a variety of reasons.

Since newsflow is the lifeblood of a PR campaign, and an important part of maintaining momentum, we’ve developed a new approach to maximising newsflow from our clients that offers early visibility of potential PR stories and enables us to take a creative approach to developing news angles.

Every company has some level of newsworthy activity going on within their organisation day-to-day: you just need to look in the right places. So, we make the information-gathering process as efficient as possible by providing our clients with a communications extranet – a secure, bespoke database that can be made available to any employee in any department to log updates on interesting things happening internally, as they occur. These updates might not have obvious or immediate news potential, but they can provide enormous value as a source of possible stories. Moreover, the earlier notice you have of potential announcements, the more easily these can be built into the PR process and relevant approval cycles.

Press releases should only be one part of the story, however, when it comes to maintaining a high profile and delivering your messages to your target audiences.

Key to supporting an effective continuous communications programme is also the ability to take a proactive, issues-led approach, outside of the immediate news agenda. By actively creating the New Hot Topic and Next Big Thing that your key audiences need to know about and delivering your message in more in-depth feature formats, you provide editors with the opportunity to showcase the issue that will be making tomorrow’s news, and enable your company to set the agenda and drive debate on key issues.

If your PR programme is fully integrated, the content created for a feature, say, can also be re-purposed for your customer e-newsletter, for use on your website, or as the basis for a keynote speech – making the PR-feeding process even more efficient and providing a steady flow of high-value material and opportunities to communicate.

So if you’re still spoon-feeding your PR agency, come and talk to us!

e-marketing

evokedset news

online PR

PR

Uncategorized