The 3 Elements of A Successful PR Campaign
What is the secret formula for PR? That’s a question that every founder asks at some point in their entrepreneurial journey. And we get it; public relations can seem like an elusive art at times. But we’re going to let you in on a little secret: there is no magic formula or one-size-fits-all solution to garner press for your brand. It’s all about creating a solid strategy and brand messaging plan. That may sound simple, but positioning your brand in front of the right editors, influencers and audience requires more prep work than you’d think. So before you start emailing editors (or approaching an agency to manage your PR), think about these three elements that can make or break your public relations campaign.
1. Measurable goals and objectives
To create an effective public relations strategy, you must first determine your overall goals and objectives. What kind of results are you looking for — increasing brand awareness among a specific demographic? Establishing credibility in your industry? Earning customer loyalty? Or perhaps it’s all of the above.
Having clearly defined objectives and campaign goals will help guide your strategy and provide a way to measure the success of your PR campaign. But be realistic about what PR can achieve for your brand. When a magazine mentions your brand in an article, a celebrity wears your designs on the red carpet, you host a lavish launch party for your newest collection or partner with a popular influencer in your niche, you are creating PR moments that build brand awareness. But that’s all they do; they build awareness. So if your main objective is to increase sales for your brand, PR alone will not get you there. Public relations can create additional touch points for customers to notice your brand, but it’s up to your marketing and advertising strategies to drive the sale once that PR moment happens. A realistic goal for a public relations campaign could be to “position my fashion brand in front of national media outlets” or “establish myself as a thought leader in my industry”.
2. Clear brand messaging
Public relations is called “earned media” for a reason — it’s all about earning trust. You have to earn the trust of the media and build those relationships before they will write about your brand. You have the earn the trust of social media influencers before they promote your brand to their audiences. You have to earn the trust of your target customer before they make a purchase. And having a clear brand message will make your brand more trustworthy.
What do you want your target audience to know about your brand? Think about how to communicate that message in a clear and concise way. The fashion, beauty and lifestyle industries are quite saturated, so it’s important to focus on what makes your brand unique and sets it apart in that saturated market. Perhaps you have a personal story that led you to start your own CBD business for women. Maybe you use a truly innovative ingredient in your skincare products. Or maybe you saw a major gap in the market and decided to fill it.
Think about your “why” and share that with the world. An editor should be able to look at your branding, your website, your social channels and your overall brand story and be able to easily understand what your brand is all about. Clear brand messaging, a well-thought-out brand voice and authentic content will go far in earning the trust of your target audience.
3. Solid digital footprint
Public relations shouldn’t be the first step in your brand journey — branding should be the first step. In this digital age, your brand’s digital footprint can make or break a PR campaign. So take a step back and look at your brand’s digital presence. Do you have a polished website or landing page that customers can easily navigate? Do your social media posts match your brand aesthetic and brand voice? Do you have images of your products ready to share with editors and stylists? If not, it’s time to get back to the drawing board. Without cohesive visuals or a digital presence, it will be impossible to editors, buyers, stylists, influencers and customers to learn about your brand.
Again, PR is all about establishing credibility and earning the trust of your target audience. An editor is not going to write about a brand with spammy social media posts or a website that isn’t shoppable — they’re not going to risk their credibility by featuring a brand that isn’t trustworthy or isn’t prepared to be presented to the world. Simply put, you cannot pursue PR without a solid digital footprint. So make sure your brand is searchable, functional and visually appealing.
About Rani Public Relations
We are Rani Public Relations, a strategic PR and marketing agency that helps female-led businesses reach their ideal audience. Our mission is to empower, elevate and advocate for underrepresented brands in the ever-changing media landscape. With our creative expertise and passion for brand storytelling, we will help your business get the recognition it deserves.
