How is it already February? We are still getting used to the fact that it is 2022! So, if you haven’t already, now is the time to kickstart your PR for the new year. With the pandemic continuing to flood the news agenda, we have compiled our top five tips to ensure you can secure coverage in 2022.
Set clear goals and expectations
What do you hope to get out of PR? The first step in any successful campaign is understanding what you want to achieve and why. It is important to be clear on the expectations you want your agency to understand what success looks like for you and your brand. Ask your agency to set clear measurables and understand how they are going to achieve them.
Work with an agency you can trust
It is vital you feel you can trust your PR agency and know they have your best interests at heart. If you are unsure if an agency is the right fit for you and your brand, we would recommend asking them for examples of how they have delivered campaigns amid a heavy news agenda, get a feel for how they would navigate pushback from journalists or pivot angles.
It is also a good idea to ask your agency about other collateral you can invest in to elevate your campaigns. Having new research is a fantastic way to pique the interest of journalists. Providing vision and audio grabs can be a gamechanger when pitching to journalists in regional and remote communities. Are these things your agency can offer you?
Finally, try to get a sense of what their values and ideals are, do they connect with yours? You are going to be collaborating closely with them, so it is important you have a great working relationship – this is even more important now, given the current media landscape.
Adapt to the news agenda
Key messaging is crucial for any campaign – so when crafting a campaign, whether that be internally or with your PR agency, consider the current news agenda and be prepared to adapt.
The news agenda is more unpredictable now than it ever has been before. COVID numbers, lockdown announcements and vaccine updates have all trumped stories for every PR in the last two years. Listen to your agency on their advice for the angle of the story and campaign – they are the ones talking to journalists each day and have a great sense of what will and will not work.
The best media opportunities can come from a reactive story that’s already doing the rounds in the news agenda. Allow your agency to pitch you as an expert on the issues that impact your business or speciality – it is a terrific way to get you and your brand’s name out there.
Stay agile and be flexible
Further from our last point, being agile is vital. Trust your agency if they suggest pushing a campaign out or switching up the story’s angle. If you cannot change your messaging to suit the news agenda, then be flexible with your timings so that you are not working against it.
If you have an event or media call, be prepared and plan for the unexpected. Building contingency plans is the new norm, any in-person event may need to move online at the last minute.
Say a lot and say it regularly
PR is a long game. Doing one PR campaign is a great start, but you will see significantly more impact if you invest in PR long-term to keep the momentum going.
MediaCast offers a variety of PR services ranging from Radio Days to 12-month PR engagements. No matter your PR goals, we can help. Chat to our award-winning team about how we can maximise your PR this year and get your brand heard.