To have an article about you in a publication that your clients and prospects read is still one of the best marketing opportunities anyone can get.
It’s considered as an objective and neutral mention, and if done well it can often be worth more than an ad in that same newspaper. Things changed with the development of Internet, as of where these mentions now happen, how we get information, who we have access to, and who controls what’s being said in public. These days everyone is considered a potential publisher and this in a way liberalized the process of public and media relations.
There’s a huge flow of information that millions of bloggers worldwide transfer directly to readers, and this fact significantly weakened the importance of the major media outlets. The trends opened amazing opportunities for bloggers who blog for business purposes and want to tap the awesome lead generation and brand recognition that a solid PR plan can build. Here are few steps that provide and easy-to-use outline for you to follow:
Define Your Goals and Objectives
You need a clear overall goal that defines what you want to achieve with your PR campaign, – it may be to build your brand, or enhance your influence and raise your blogger profile. Based on your goal define specific and measurable objectives, oriented to achieving results and with a time limit. They are your simple steps to achieving what you aim for. If you want to become a famous fashion blogger worldwide, your first objective can be to secure at least two stories in recognized international print publications in the following six months.
Who Are Your Target Readers?
You probably had defined your target audience when you decided your niche, and if you are just starting blogging get clear about the readers you want to reach; don’t try to be “everything to everyone”. This will help your blog writing and creating content that appeals to your audience needs, interests and passions. Your PR campaign can target all your readers or just a share of the market, but both times you will need to do a solid demographic or psychographic research to better understand the publics you want to reach.
Develop Key Messages for Each Audience
Once you have defined your target readers you should develop few key massages, targeted to each audience, that you want journalists and readers to know about you and your blog. Don’t bury yourself with too many insignificant massages as they will create confusion and decrease the value of the main idea you want to share. Write down your blog’s most important aspects and what you want everyone to know and remember about you and your brand.
Craft Your PR Plan
Here’s where you actually get down to business and create an effective communication plan that will help you deliver your message to your target readers and that way realize the goals of your PR plan. Decide what channels you will use – press releases, media tours, popular blogs, online magazines or news sites – and what resources you will need to create quality and newsworthy content that will interest the targeted media outlets. Also make sure that all your decisions support your brand as a blogger and emphasize the key messages that you want to deliver.
Measure Results and Evaluate
Get back to your goals and objectives where you’ve defined the targets you want to reach, which may include media impressions, Facebook likes, engagement on Pinterest, referral traffic, and measure the results after every implemented tactic from your PR plan, benchmarking them to the numbers you had before you begun the campaign. Keep track of the use and publication of the press release you’ve sent out, and if the results are not up to your expectations modify on-the-go so you’ll get the plan back on track to meet your initial goals.
Tend Your Relationships with Media
Just because your story was published or your campaign ended, it doesn’t mean it’s also the end of your relationship with these bloggers, journalists, media and readers. PR doesn’t stop, it is a cumulative process. When you keep your relationships with editors and brands strong and with regular follow up, you establish your credibility as a professional blogger, and this makes the job a lot easier next time. With today’s technology you can do this quickly and easily, as part of your regular blogging activities, – send a quick email, tweet their brand or mention them on a Facebook Page.
Do you have a PR plan for your blog? What’s your experience?