How to Create an Effective PR Outreach Strategy, according to Baden Bower

Companies are increasingly bringing publicity in-house. In a recent study, 72 percent of companies had in-house agencies versus outsourcing to a PR agency (IHAF/Forrester survey, 2019).

Publicists traditionally have connections to journalists that make PR outreach easy, but when companies execute PR outreach themselves, the results can vary.

An effective PR outreach allows businesses to engage with potential customers and raise brand or product recognition. Today, various digital tools and platforms allow PR professionals to reach their target audiences more effectively than ever before. The challenge is determining how to reach the right people with the right message effectively.

Why is PR Outreach so important

According to a study by Axia, 80% of the journalists say a quarter or more of their stories originate from pitches.

PR outreach is essential for engaging with journalists, influencers, and other key individuals and organisations. It can help anyone obtain media coverage and increase brand exposure.

When executed successfully, PR outreach can be a potent tool for businesses to generate buzz and raise exposure. It can also help in generating leads, driving traffic to their website, and increasing sales.

Baden Bower shares insights on how to create an effective PR Outreach Strategy.

1. Defining a target audience.

Businesses must determine who their target audience is. They must examine factors like age, gender, location, interests, and income level. The more familiar a company is with their target audience, the easier it will be to build a plan that will appeal to them.

2. Identify goals.

What does the company intend to achieve through their outreach efforts? Is their goal to raise brand awareness, create leads, or drive sales? Once they’ve identified their goals, they can build an action plan.

3. Research media outlets.

There are various channels and platforms available for reaching out to target markets. Social media, email marketing, and traditional media outlets such as newspapers and radio are among the most popular methods. Businesses should spend time researching each alternative and determining which will be most beneficial for their business strategy. Companies can also enlist the services of a public relations firm to improve their chances of success.

4. Create compelling content.

Outreach efforts will only be as successful as the content created to support them. This is true for all channels that businesses decide to use. Therefore, companies must ensure that their content is interesting, informative, and relevant to their target audience.

5. Tracking results.

Businesses should always measure the results of their outreach efforts. This will help determine what’s effective and what isn’t, allowing them to make necessary adjustments to their strategy. By constantly monitoring and tweaking their plan, they can ensure that their outreach efforts are as effective as possible.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes