The word planning automatically fills the mind with thoughts and images of a lengthy to-do list, scattered notes, and paper. If you’ve ever been put in charge of anything, especially a publicity campaign, you can easily feel the pressure mounting as people continually call and email for updates, posing the key question: “How are things coming along?” No fear, it’s a typical scenario that can be managed by carefully planning the steps you’ll take to successfully execute your publicity campaign.
A few guidelines in sorting out where to begin start with a quick Q&A brainstorming session so that you can get an idea of what you need to accomplish. Then, analyze the media to determine which outlets would be more suitable for pitching the story about your product or service. Make sure their subscribers or readers are the type of consumers you can market your product to. Finally, how does the media play a part in your publicity campaign? Will you be inviting them to attend an event or submitting a feature request/media pitch?
Here are 7 planning tips & ideas for your publicity campaign:
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Make a timeline or schedule of the product launch and determine when you’ll turn to media for attention. This needs to be thought out and timed at the right moment for your publicity campaign.
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Draft a media release and determine distribution outlets (will you use a press release distribution service?) for your publicity campaign.
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Research media outlets that serve a demographic similar to your target market and research their past coverage. This is especially important when dealing with magazines, tv networks, radio, and blogs for your publicity campaign.
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Determine your purpose for contacting the media (are you seeking live event coverage, a feature, a review?) in the context of your publicity campaign.
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Utilize existing business relationships with those individuals who can assist in sharing your pitch with their network of associates and friends for your publicity campaign.
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Discuss the possibility of a promotional tour in high-traffic areas where you can come face-to-face with your target audience. It doesn’t have to be state-to-state; it can be city-to-city or smaller; consider visiting college campuses, malls, libraries, community centers, and the like for your publicity campaign.
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Create relevant press/media kits and business cards along with any promotional items you wish to give away. Be sure to give them something to remember you by in addition to your wonderful first impression for your publicity campaign.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!
