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Understand the goals and examples of a PR campaign before creating your own.
For small to midsize businesses, word-of-mouth and positive recommendations are among the oldest and most effective growth strategies. For modern companies, public relations campaigns are the solution to a strong brand reputation and perception. PR campaigns help raise awareness about products and services through planned activities designed to give a business positive publicity, and they’re often part of a larger, holistic PR strategy.
In this article, we’ll explain what goes into a PR campaign, examples of successful PR campaigns, and how your business can craft one to meet specific objectives.
What are the goals of successful PR campaigns?
Often, the main goal of a successful PR campaign is to sway public opinion. Whether that’s championing and shading a specific brand value, like sustainability, or repairing your company’s reputation after a crisis, successful PR campaigns can have a variety of different goals.
Improving brand reputation
A common goal of successful PR campaigns is to improve brand reputation. Especially for new and emerging businesses that are not well known within their target audience, PR campaigns help generate interest and establish a positive brand reputation.
Components of PR campaigns like press releases, media coverage, interviews, and third-party endorsements can establish credibility, generate interest, and build positive relationships with different audiences. In fact, an “always-on” reputational form of management is the foundation of a modern PR approach that drives results.[1]
Types of PR campaigns
There are several types of PR campaigns, and all of them can be utilized for specific goals.
Crisis management
While every business hopes to avoid a crisis management PR campaign, they’re also one of the most popular and common strategies. In a crisis management PR campaign, your organization works to change public perception of a potentially damaging situation that opposes a threat to your reputation.
Product launch
Another popular PR campaign type is the product or service launch. For bringing a new product to market, a product launch PR campaign helps generate positive media coverage, create social media buzz, and catch consumers’ attention. Ideally, about six months out from product launches, your business starts crafting key messaging, press releases, collateral, and visual imagery. PR teams might reach out to the media for exclusive opportunities or popular influencers in the space to promote the new product.
Learn More
Managing your PR campaigns can help you see the progress and results of your efforts. Learn what public relations software with campaign management can do for your business.
Steps for creating a PR campaign
PR campaigns take several months to plan and execute, so it’s important to follow a step-by-step process for creating a well-executed campaign from start to finish.
Crisis management
While every business hopes to avoid a crisis management PR campaign, they’re also one of the most popular and common strategies. In a crisis management PR campaign, your organization works to change public perception of a potentially damaging situation that opposes a threat to your reputation.
Product launch
Another popular PR campaign type is the product or service launch. For bringing a new product to market, a product launch PR campaign helps generate positive media coverage, create social media buzz, and catch consumers’ attention. Ideally, about six months out from product launches, your business starts crafting key messaging, press releases, collateral, and visual imagery. PR teams might reach out to the media for exclusive opportunities or popular influencers in the space to promote the new product.
Learn More
Managing your PR campaigns can help you see the progress and results of your efforts. Learn what public relations software with campaign management can do for your business.
Ways to measure the success of your PR campaign
PR campaigns take several months to plan and execute, so it’s important to follow a step-by-step process for creating a well-executed campaign from start to finish.
Crisis management
While every business hopes to avoid a crisis management PR campaign, they’re also one of the most popular and common strategies. In a crisis management PR campaign, your organization works to change public perception of a potentially damaging situation that opposes a threat to your reputation.
Product launch
Another popular PR campaign type is the product or service launch. For bringing a new product to market, a product launch PR campaign helps generate positive media coverage, create social media buzz, and catch consumers’ attention. Ideally, about six months out from product launches, your business starts crafting key messaging, press releases, collateral, and visual imagery. PR teams might reach out to the media for exclusive opportunities or popular influencers in the space to promote the new product.
Learn More
Managing your PR campaigns can help you see the progress and results of your efforts. Learn what public relations software with campaign management can do for your business.
Examples of successful public relations campaigns
PR campaigns take several months to plan and execute, so it’s important to follow a step-by-step process for creating a well-executed campaign from start to finish.
Crisis management
While every business hopes to avoid a crisis management PR campaign, they’re also one of the most popular and common strategies. In a crisis management PR campaign, your organization works to change public perception of a potentially damaging situation that opposes a threat to your reputation.
Product launch
Another popular PR campaign type is the product or service launch. For bringing a new product to market, a product launch PR campaign helps generate positive media coverage, create social media buzz, and catch consumers’ attention. Ideally, about six months out from product launches, your business starts crafting key messaging, press releases, collateral, and visual imagery. PR teams might reach out to the media for exclusive opportunities or popular influencers in the space to promote the new product.
Learn More
Managing your PR campaigns can help you see the progress and results of your efforts. Learn what public relations software with campaign management can do for your business.
Create a PR campaign to raise awareness about your products or services
PR campaigns take several months to plan and execute, so it’s important to follow a step-by-step process for creating a well-executed campaign from start to finish.
Crisis management
While every business hopes to avoid a crisis management PR campaign, they’re also one of the most popular and common strategies. In a crisis management PR campaign, your organization works to change public perception of a potentially damaging situation that opposes a threat to your reputation.
Product launch
Another popular PR campaign type is the product or service launch. For bringing a new product to market, a product launch PR campaign helps generate positive media coverage, create social media buzz, and catch consumers’ attention. Ideally, about six months out from product launches, your business starts crafting key messaging, press releases, collateral, and visual imagery. PR teams might reach out to the media for exclusive opportunities or popular influencers in the space to promote the new product.
Learn More
Managing your PR campaigns can help you see the progress and results of your efforts. Learn what public relations software with campaign management can do for your business.
