LPP PR Recipes Series: Crafting the Perfect Media Outreach Plan Around a PR Launch
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
- Develop a Message
- Generate Buzz
- Conduct Media Outreach
- Compile a target list
- Draft a pitch
Every client is very eager to kick off outreach to key audiences around around news or an upcoming product launch. But you can’t hit the ground running without concrete messaging that clearly outlines key data points, talking points around the product, discussion giudelines around industry trends, and statements that position the new offering aggressively against competitors. To put it simply, a strong messaging and storytelling framework is key to success. In this stage, the client, spokespeople and PR team need to all be on the same page to ensure consistency around how you plan to convey your message to the public.
It is crucial to work with your client to devise a strategy to creatively build buzz and interest leading up to the launch while controlling the details released. In a social media savvy world, it is important to arm your client’s executives and social media ambassadors with social content to share via their personal social networks in order to start seeding the message. You can also take this to the next level by developing a creative hashtag to use with every post, which will not only help your seeding efforts, but also make it easy to track the conversations buzzing around the news.
Now that your product is ready to come out of the oven, it’s time to reach out to media. This is the most important multi-step process, and undoubtedly one of LPP's greatest strengths.
Step 1: Develop a target list. Make sure you research targets carefully as this will be crucial to success further down the line in your media outreach.
To ensure your targets are relevant, begin by researching their latest coverage to get a feel for what stories they cover. It will also be important to take a look through their Twitter account to learn what conversations they have recently been a part of and determine if they are a match for your client’s news.
Step 2: Draft an effective pitch, but remember that one size does not fit all. Identify your news hook (here is where that messaging framework should come in handy) and make sure to customize each pitch based on your target’s recent coverage and background information.
Step 3: After your ingredients have been prepared, it’s time to press the send button!
By now you’ve crafted a concrete message that has been told to the greater public and you probably have secured some great coverage. The job is not complete yet. Encourage your client to produce and strategically distribute original and sharable content around the launch to continue momentum. This will not only provide you will follow-up materials for your targets, but also offer content to further educate the public on your new product.
Possible tactics include a series of blog posts, video animations introducing the new solution, video keynotes with executives explaining product benefits, downloadable analyst white papers or an infographic.
Don't forget to continuously monitor industry trends around your announcement, looking for additional angles to insert your client’s news into relevant industry conversations.
The result will be something we can all be thankful for.