Expectations vs. reality: Why every PR campaign’s results vary
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So you’re launching a PR campaign. You’ve got your list of media targets and an awesome, unique story to tell. You’re going to land an interview on Cheddar or a feature in the New York Times. You just need to send out a few emails to reporters, right?
Unfortunately, the reality of many campaigns looks nothing like this. Yes, sometimes you’ll snag that coveted Tier 1 placement in your dream media outlet on the first pitch. More often than not, though, you’ll end up with a handful of rejection emails from reporters -- if they even bother to respond at all.
The thing is, every PR campaign is unique and is subject to the trends/timing of that particular media niche. Getting results takes time and effort, and even if you follow every best practice in the book, it’s impossible to predict a surefire PR campaign’s success.
To set realistic expectations for your campaign, it’s important to understand what factors might be working against you, and how to give yourself the best chance of success.
Factors that influence a PR campaign’s success:
While you may have an amazing story idea and well-thought-out pitch, there are quite a few external elements that can influence the success of your PR campaign. Some common factors include:
Timing. Timing is crucial when it comes to PR campaigns. For instance, if it’s a busy PR season, like the months leading up to the new year, you’ll have to factor in the many competitors you’ll be pitching against, as well as the type of content you are pitching. Is it relevant and timely? If not, you might struggle to score any leads.
Topic saturation. Jumping on trends can be beneficial, but if there have been too many stories about it, journalists won't want to do another one. If you’ve noticed a flood of coverage for a certain “take” on a trend, try to switch it up and find a unique perspective to share with your media contacts.
Breaking news. Due to its unpredictable nature, you can't always tell when a news story will overshadow your pitch. If your story isn’t urgent, it may be best to hold off and wait until the buzz about the “breaking” story dies down.
Brand recognition. One of the reasons why companies want PR is to build awareness, and it can take time to build up a reputation. The more you put yourself out there, the more top of mind you’ll become, and the more likely it is that reporters will begin to recognize your name and trust you as a credible, go-to source.
Media relationships. Your connections with the media should be more like partnerships. Rather than cold pitching, focus on building reporter relationships first. Journalists are typically more willing to work with PR professionals who understand and respect them.
How to improve your chances of PR success:
To optimize the results of your campaign, follow these tips and give yourself a head start.
Take time to connect with reporters.
Media relations is a two-way street. Whether it’s meeting for coffee or sharing their stories across your social pages, invest some time in building trusting connections with your target reporters before you start asking for coverage. Show them you’re more than just another brand sending out cold pitches.
Be responsive/communicative with media contacts.
Similarly, you shouldn’t just reach out to reporters when you have something to pitch. Check in with your media contacts frequently, asking how you might be of service. If they’ve expressed interest in covering your brand, respond in a timely manner and always meet deadlines. This will not only prove your reliability, but also show that you respect their time.
Think ahead and prepare quotes on common topics that you feel comfortable discussing.
Journalists often work on tight deadlines, so if you’re pitching yourself as an expert on a particular topic, you’ll want to have insights ready to go. It’s good to build up an arsenal of “press-ready” quotes that you can adapt to the journalist’s needs and fire off at a moment’s notice.
Have a plan for tracking and following up on pitches.
Don’t just send emails and hope for responses. Create a strategy for tracking and following up on pitches, so you can measure your efforts and results.
Hire a trusted PR partner.
You don’t have to handle your media relations and pitching efforts on your own. If you don’t have the time or expertise to launch and manage a full-fledged campaign, you can hire a public relations firm that has spent time building strong connections with journalists who cover your industry and market niche.