How to keep a PR campaign fresh after multiple years
At first glance it might appear a daunting prospect to keep a PR campaign fresh for a number of years.
Far from it, the longer the campaign then the more opportunities to think differently and try new approaches to constantly give it a fresh impetus.
Below are just a few ways to do this.
A widget company might just make widgets but that’s so much more to it than that.
Of course, there will be plenty of opportunities to announce each time a newly designed widget is launched, but there’s also scope to think differently.
For instance, if these widgets are used to build bridges, then what PR opportunities are there to explore in the construction and transport media, e.g., did the widgets help cut costs and time.
It’s simply a case of horizontal and vertical thinking working together.
Variety of tactics
Using different tactics will help keep your PR activity lively and up-to-date.
For instance, press releases are a mainstay of PR work but even these can be used differently.
A good example is to try a survey-based press release, asking your customers or a wider database a variety of questions related to your product or industry.
The feedback provided is valuable data but also provides a goldmine of information for future media articles.
They can also be tied to what is trending, making them topical and newsworthy.
As well as press releases, there are plenty of other opportunities to take advantage of, from supplying content for forward features, to issuing white papers and thought-leadership articles, even highlighting customer case studies (but make sure you have the client’s approval first).
Think beyond the printed press. There is now a plethora of different online channels, from websites to social media, that provide numerous opportunities to hone a key message to a specific audience.
You can tailor your message appropriately to get the best results, e.g. whether it’s a more informative LinkedIn post or a chatty Facebook message.
Back to the start
Don’t be afraid to go back to where it all started.
What were the initial key principles and goals? If the campaign is straying from this then it could be that they have been forgotten, so be prepared to asses why this is happening, if it is a good or bad thing, and how it can be rectified if required.
Look to the future
It’s also vital to keep an eye on the future, after all, today’s news is quickly yesterday’s news.
A successful PR campaign will help position your business as an authority in its field of expertise, the go-to people for up-to-date comment and future insight. In essence, success breeds success.