Public relations plays a key role for companies, brands, organizations, and public figures by using campaigns to build and protect their reputation. PR campaigns have been around for thousands of years; they’ve just taken on updated forms to fit their times. But what exactly is a PR campaign? A PR campaign is a set of targeted efforts — from videos on social media to articles in newspapers and industry publications — designed to boost a company’s brand or visibility, with goals such as driving website traffic, promoting a product, or raising awareness for a cause. But to make sure a campaign is effective, there are a few key elements that must be in place. Understanding these factors is important for creating a successful and impactful PR campaign.
1. Defined Goals
Know what you want to achieve. What is the role of the campaign? Are you attempting to improve corporate reputation, strengthen brand positioning, inform the public, navigate a controversy, design a crisis plan, or build support for policies? It’s important to understand the big picture before identifying objectives for specific PR tactics.
When RDW worked with Union Savings Bank to introduce their Rapid Lines and Loans product, our objective was simple: raise awareness for the loan product and help position client representatives as expert resources. We aimed to feature team members in local media and business outlets while using customer testimonials to build credibility.
2. An Understanding of Your Target Audience
What do you want your target audience to think and do as a result of your PR campaign? Where are they most likely to consume the information you want to share? Are there social media influencers you can tap to help carry the message as trusted sources with their followers? If it’s a business audience, you might focus on business publications or traditional media outlets. When attracting event attendees, focus on where they get information—such as social media or niche platforms.
To raise awareness about Sevita Health’s Mentor Foster Care service in Maryland, we developed a hyperlocal approach focused on journalists and reporters who told stories about local people making a difference in their communities. We developed two heartwarming stories — one about one of the organization’s clinical supervisors, and one about a foster parent to more than 15 children with medically complex needs — that ran on two TV stations and in one newspaper and on their related websites.
3. A Well-Crafted Message
A well-crafted PR strategy is clear, focused, and tailored to the target audience. This means positioning the client and the story in a way that is compelling to their audiences. Putting your audience at the center of your communication is key. It’s important to understand how they see things now and what might help shift their perspective over time.
It’s also important to think about delivery channels and how to create resonance with your target audience. In some cases, traditional written content delivers the desired impact (e.g., bylined article, blog post, or earned editorial piece). Some messages are better served through more progressive techniques like short-form or 360-degree video, which can create an immersive experience for the audience. With today’s access to advanced technology at the consumer level, the implementation of progressive PR tactics doesn’t have to be a heavy lift.
4. Key Messages
Clear, focused messages play a key role in successful public relations campaigns. Aim for three to five main points (enough to inform without overwhelming), and keep the intended message clear and unambiguous. Support these messages with solid proof points to make them stronger. Consistent messaging is the key to keeping your campaign focused.
RDW worked with Rhode Island Medical Imaging (RIMI), a leader in medical diagnostic imaging, to amplify their presence during health awareness months. Through local media outreach, we positioned RIMI’s radiologists as trusted experts on breast health and preventive care and highlighted the resources available in Rhode Island. This led to a follow-up story about male breast cancer, raising awareness and promoting screening services.
This media coverage communicated RIMI’s key messages to their target audience: They are trusted leaders in medical imaging, committed to educating and supporting the community.
5. Performance Assessment
Remember those goals we mentioned earlier? Before you start your outreach you should have a methodology in place to assess the campaign’s performance. If you have benchmarks in place from your previous PR efforts these are great to measure against. Then, track how well your message is spreading and resonating with your target audience.
There are many media monitoring tools that can help track coverage. Look at factors like the number of earned media pickups your story had, impressions, and sentiment. With the proper tools, you can even evaluate the impact on a company’s website engagement, social activity, conversions, and other advanced metrics. Determine whether the messages were delivered to the right places, if they were received as intended, and if they drove the intended actions. If something isn’t working, it’s important to adjust and optimize. This cycle of evaluation and improvement is continuous.
Executing a successful public relations campaign is no walk in the park. While these five elements create an impactful strategy, navigating them on your own can seem daunting. Our PR team is here to help.
Mike is the Director of Public Relations at RDW. When he’s not playing PR/advertising pro, Dad, husband or coach, he dreams about playing golf (seriously…is one round too much to ask?!).