It is no secret that PR practitioners have many tried and tested tactics up their sleeves. Knowing which to use for a certain client and when to execute them in a campaign is a true skill that can take years to master.
The fundamentals of successfully managing a PR account are often the same, whether the client is a small start-up business or a multinational FMCG. The details however need to be fine-tuned accordingly.
That is where starting with the basics can really deliver. As an agency with years of experience, we make sure that we remember the simple things to achieving the results our clients expect and deserve.
Set clear targets
Having a client set a clear brief will make it easier for you to deliver results. With clear objectives in place, you will have more chance to focus your efforts on a certain tactic such as social media, getting coverage in national titles or making changes to their website.
It is important to remember that your time needs to be spent wisely and you should avoid ‘nice to haves’ if this is not a priority. Having a measurable target to work towards will also help you showcase your work and the results you have achieved at the end of a campaign.
Create great content
This is sometimes easier said than done but creating quality content will deliver results. Having a great press release or an engaging influencer drop can give a campaign the push you need.
Having a relevant story means you can confidently send out a press release knowing you will receive a good amount of coverage. Equally, sending out an attractive and engaging press drop is more likely to be shared on social than something less visually appealing.
Again, it is about thinking more about what the audience will want and what will resonate with them.
Know your contacts
Over time, established PR professionals build relationships with journalists. Being aware of which writers are likely to cover a story can help to streamline efforts and make it more likely that content will be used.
Having strong relationships with journalists means they are more likely to answer your email quickly or point you in the direction of another contact if necessary.
Make the best use of social media outlets
Creating content for a client’s social media channels is becoming a bigger part of our briefs. Creating quality copy that is relevant to the brand and its audience can be time consuming, but when done right can produce fantastic results.
When creating posts for social media channels it’s important to consider the best outlet to suit your client. If their target market use Instagram, then why spend time making content for Twitter? It is about identifying the best use of resource to deliver the strongest return on investment.
Thorough planning and research should never be underestimated in all aspects of managing a clients account. Carefully considered actions alongside making the best use of contacts, using social media to your advantage and creating good quality content that aligns with your clients’ brief is a good place to start.
Using these tactics along with many others allows PR teams to deliver the results that clients expect. If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.