The beauty of PR is there are no rules of what you can do. Yes, there are the standard PR ideas that always work, survey stories and broadcast days, celebrity partnerships, product reviews, competitions, etc. But there is so much more that can be done. PR works best when used as part of the marketing mix, to build on advertising campaigns, to work with your social media, to create content that is truly engaging and shareable.
PR is about those watercooler moments. The aim of PR is to get people talking, because third party endorsement from a friend, or someone you don’t know, is far more powerful than advertising.
PR is often the last thing to be put in place, but actually it needs to be considered more in advance. Editorial opportunities in monthly magazines are written 3-4 months in advance, even more so for the likes of Christmas, Christmas in July is a key focus for PR. Weekly magazines and supplements work six weeks in advance, TV and radio shows two weeks in advance, newspapers and online features a week in advance and news stories a day in advance. So we can be telling the same story over several months to different media. This is why PR needs to be always on.
PR isn’t just about getting you great press coverage, its also about stopping or smoothing negative coverage. Brand reputation, crisis & issues is equally as important. From a frustrated customer who has gone to their local newspaper, to the recent Coronavirus lockdown. Brands use their PR agencies to help draft statements, media train their staff that will be interviewed by the press