Trends & Insight
June 2018

How to run a PR campaign with impact

Planning your 2019 PR and marketing activities? If so here are some tips: from developing a cross channel marketing campaign strategy to improving your web ranking, read AM+A’s guide on how to run an award-winning campaign.

1. CAMPAIGN CREATIVITY, TARGETS & OBJECTIVES

The most effective campaigns are often down to the creative process. Ideas can come from anywhere and anyone - once an idea is there it’s just a matter of strategically managing it and setting your goals. Creativity to build brand stories, memorable content, publicity and adverts is a key way to entice your customers.

2. CAMPAIGN STRATEGY

Establish a clear outline for bringing creative ideas to life - whether it’s the development of a new product or seasonal celebration, planning how the campaign will be implemented is key. A timeline of SMART objectives, asset creation, adverts, media communication and platforms used should always be factored in.

3. IN-HOUSE & FREELANCE TEAM ASSETS CREATION

Decide which assets you require. From an exciting video, to adverts, imagery, infographics and promotion material, these should be put in place from the start. Plan your adverts and placements. Consider cross platform social media material, signing up influencers and managing data capture with tracking links.

4. IMPROVING WEB RANKING: ADWORDS & PPC

If the creative campaign focuses on a new package, there are often opportunities to get a competitive advantage by reviewing low performing or non-existent AdWords. Consider how your organisation can boost web ranking from building new search engine terms.

5. PRESS OFFICE, PLACEMENT & MEDIA EXPERIENCE PROGRAMME

Whether you’re planning a short campaign or a 12 to 24 month promotion, communicating the right messages to gain media attention is key. Make sure you’ve planned your media lists, media assets and campaign timeline. If you’re creating a product launch or exclusive event, be sure to attract the right media at the right time. If you're running an integrated advertising promotion, understand where you can capture your audience.

6. SOCIAL MEDIA CAMPAIGN & OWNED ONLINE CONTENT

You don't always need commercially orientated stories to build your campaign. Frequently, stories which benefit the reader can be far more effective. Implement a strong tone of voice around your own content on social media, engage with influencers and promote campaign messages. Pre-plan your budgets for targeted posts, core target audiences and geo locations.

7.  EVALUATION, SALES & RESULTS

‍Measure Google Analytics, monitor online engagement, tweak content as you go to maximise brand reach and monitor the scale of publicity.

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