9 great PR tactics with campaign examples
Public relation (PR) is the practice of positively influencing the perception of a brand by managing communications with the media and the public.
Great PR You can increase your brand awareness, build credibility, earn valuable backlinks, drive referral traffic, appeal to your target audience and ultimately generate more sales.
This article will tell you more about these 9 PR Tactics all of which include examples of PR Campaigns:
- Monitor and respond to media inquiries
- Take advantage of the world's trends
- Provide linkable assets for journalists and bloggers
- Do you have brand ambassadors
- Partner with other brands
- PR Stunts and guerrilla marketing
- Promote your values by standing up for something
- Turn negative advertising into good PR
1. Monitor and respond to media inquiries
Every author occasionally needs expert contributions for his content. You can be that expert in your niche, and it's easy.
All you have to do is subscribe to a feed of media inquiries about services like HARO, Sourcebottle, ResponseSource or JournoRequests.
This is what the email feed looks like with inquiries from journalists and bloggers HARO::
Your goal is to provide valuable information as soon as possible when you see a good opportunity.
This is great link building and PR Technology, especially for projects in their early stages. This is because your credentials and the value of the information you provide are crucial, not your actual website or the content on it.
While you can become a paid subscriber to access features like previous queries or built-in keyword filters, I've had success with free versions. Here are some tips from my experience:
a) Use keywords to filter through the feeds
HARO alone sends several emails three times a day. Browsing through all of these factors is a massive distraction to your daily routine.
To solve this, create email filters and conditions. These limit real-time notifications to when the feed contains keywords that are relevant to your business.
How to create a filter in Gmail:
- Hit the caret to the right of the search bar
- Add [email protected] (or any other feed) in the From field
- Add your keywords (with the OR Separator) in the field "Contains the words". Use quotation marks to treat multiple words as one keyword.
b) Check the authority and history of the publication
You have to separate the wheat from the chaff. Because getting information from experts quickly is an easy way to create content, many companies take advantage of it. You should only respond to inquiries that come from authoritative sources, or at least those that you do not rely on excessively HARO.
The second condition is easy to see. Just open some articles from the source and see if they contain frequent references to many other people and companies. Which publications to avoid in your niche you will very soon know from the feed itself.
In terms of authority, the best indicator is if you already know the publication. If it's new to you, check that the content is high quality.
In the end, you want your post to get solid visibility. While you can check how the social media posts are doing, one of the best indicators of source quality is how much organic traffic the website is receiving each month.
To check this, go to Ahrefs' Site Explorer, plug in the website and check the summary metrics:
Make sure to check the organic traffic estimates and their domain rating (DR). DR is an indicator of authority as it shows the popularity of a website in terms of backlinks from other websites.
The screenshot above shows data for one of the websites from ours HARO Lining. In that case, I wouldn't answer because you can't expect a lot of people to read this article. In addition, the potential backlink would not be very valuable.
c) Select requests where you can provide really good information
Even the simplest of posts will take at least 15 minutes to assemble. Make sure to maximize your chances of selection by providing objectively valuable and preferably clear information.
d) Respond as soon as possible
Lots of people are monitoring the same niche as you. There are often tight deadlines to encourage you to respond as quickly as possible Don't just rely on the deadlines, however.
I have experienced writers who have told me they are closed to further posts before the deadline. The sooner you respond, the higher the chance of being selected.
e) Get help from colleagues
Here is the result of a successful one HARO Filing for CDN77 (a company I've worked for in the past):
You will find that these are my colleagues quoted in the post, not me. That's because I wasn't qualified to answer this question about the best tools for system administrators. So I asked my colleague to answer instead. Do not hesitate to do this.
f) Stick to the script
Journalists almost always announce the format and terms of the contribution in the investigation:
Don't deviate from them. Also, try to include everything the author could ever need for your post. That means that you add a very brief bio, links to your website, a note of your credibility on the subject, and so on.
Recommended literature:How to create backlinks and get press with HARO
Newsjacking is always available PR Tactics. It's about monitoring live news and spotting opportunities to put your brand at the heart of the conversation by responding with expert comment and thought leaders.
It means you have to be quick, reactive, and useful. But the rewards are huge if you excel at it.
This is how Will Hobson becomes PR The director of Rise at Seven explained newsjacking to me.
Their newsjacking campaign for Ask Traders generated over 250 links, increased their organic traffic by 329% and conversions by 53% in six months, and ended up in articles from major media houses, including:
Here are some of the best referring domains they've rated:
I asked Will to share her newsjacking experience and some tips on how to do it. This is what he said:
Newsjacking can be used in a variety of industries including finance, travel, cosmetics, sports betting, automotive, and consumer brands. It is particularly successful in the financial sector when in-house experts are available to share their insights, opinions, and wisdom on a range of topics, including personal finance, stocks and shares, business development, business news, and more.
This is a perfect tactic for building expertise, authority, and trust in the eyes of Google and the public. Credible speakers can get links and brand names to high-impact news through useful insights and expert advice.
This can lead to an increase in organic rankings pretty quickly and, of course, more sales.
There are two main types of newsjacking that we at Rise at Seven use for our clients, especially those in the financial industry:
- Planned corporate reporting – Commenting on the key financial results of large companies. You can often find this information in the corporate reporting calendars and on the Investor Relations website. Here is an example of Tesco's financial calendar.
- Reactive – Commentary on breaking news in many industries such as retail, airline and banking. This can be anything from filing a high street chain motion for the administration to an industrial strike like the one in the past where pilots strike at national airlines.
Monitor the media for newsjacking
Newsjacking requires a quick response. The best way is to monitor the news for most of the day. Find a way to consume the news and make it a part of your routine. It doesn't matter if it's a news channel, radio, or social media.
A good approach is to monitor live news blogs throughout the day. This is where all the breaking stories come through, and most journalists use it as a source for their news. Examples in the United Kingdom are the BBC and the guardian.
Prepare your comment
You need to finish a comment once you find your story. This comment can be tailored or prepared depending on the story. But what makes a good comment?
My biggest piece of advice to commenting on national financial news and other consumer-related advice would be to make sure you have your say. Journalists want to add value to their story and not just share what happened. Make sure your comment ticks these three things:
- What does that actually mean? What does this event you are commenting mean for consumers and a wider audience? How will that affect the average joe?
- What is your opinion? What is the opinion of your comment? Do you agree with what happened?
- What will happen next? What does the future hold for this brand / business? If a company is struggling financially after its corporate earnings are posted, give an honest opinion on whether you think it will recover and what might happen next.
Reach out with your comment
When you have your publicity comment ready, make sure you have a list to contact. With the story planned, aim for a list of 50 journalists who have written about the story in the past. If this is a purely reactive opportunity, make sure to reach out to everyone who is talking on the subject.
Once you have everything set up, you are ready to be effectively contacted.
3. Take advantage of the trends in the world
This is self-explanatory. Take anything that is trending, use your creative skills to fuse your brand message into it, and you can get great brand awareness. And that can be in any format.
Remember the Peloton bike advert that went viral and caused a backslash? Ryan Reynolds took advantage of this for his gin company by creating a follow-up ad with the Peloton commercial actress:
But they can also go viral with a simple social media post. This is what McDonalds did with the mysterious monolith that is popping up around the world:
Welcome to McDonald & # 39; s. What can I get you? pic.twitter.com/iIgd8J5QIW
– McDonald & # 39; s (@McDonalds) December 1, 2020
There are some long-term trends like the unfortunate ones COVID and home office situation. This prompted the creative strategist Sam Hennig to create the following campaign assignment for KitKat as a game with the slogan "Have a break":
The possibilities are nearly unlimited. All that matters is your timely response and creativity. You can use tools like Exploding Topics to monitor which topics are quickly gaining popularity and attraction.
4. Provide linkable assets for journalists and bloggers
Timing is an important variable when it comes to previous tactics. However, you can always stop media coverage by making your resources available.
A linkable asset is a type of content that authors typically refer to so that backlinks are easily earned. This can be data studies, unique insights, infographics – anything that others find valuable to their audience.
Data studies work best for us in marketing and SEO Niche:
For example, our best linkable asset has organically earned links from the following domains:
So imagine the coverage you can get if you get in touch.
Here is a simplified process of how you can do this:
a) Check what type of content is attracting links in your niche
Connect your competitors and other websites in your niche to Ahrefs' Site Explorer and check out those Preferably via links Report as shown above. Let this inspire you.
When you come up with something completely unique that you believe is valuable for others to relate to, even better.
b) Publish your linkable assets
Make sure it's the best you can do. The person reading your contact message should see what you're talking about as soon as they click your link.
c) Contact any person who may be related to this content
You need to do three things here:
- Find journalists and bloggers covering topics related to your linkable asset
- Get their contact information
- Reach them with a convincing pitch
This phase is a topic on its own, so I'll only leave this to the relevant resources that will allow you to successfully execute this tactic.
5. Have brand ambassadors
I believe brand ambassadors are the best approach to influencer marketing.
A brand ambassador is anyone who is regularly in the spotlight of a company. This is often an employee who has the power to influence the community. But you can form these long-term partnerships with anyone. I'm sure you are following some influencers who have been promoting certain products for years.
For example we have Patrick. He is one of the most famous technical SEOs. He speaks often SEO Events, she organizes, and even hosts a popular industry subreddit called TechSEO.
When it comes to paid campaigns, the best sponsorship offers and honest recommendations for our product come from our long-term customers:
The point is, you should get influencers to promote your products on a regular basis rather than trying to run mostly ineffective one-time campaigns.
Your best chance is reaching out to people who are already your customers. You can already advertise it for free if you like the product. The prerequisite is an excellent product.
Here is an example from Heinz PR Campaign with Ed Sheeran, who is a huge fan of their ketchup:
Ed has done several campaigns with them and even has a Heinz ketchup tattoo on his body. You couldn't possibly have a better influencer fan.
6. Collaborate with other brands
Some brands share values and common traits in their audiences. When you team up to target both customer bases, you can work across niche markets for win-win campaigns.
The most common partnership used is the creation of co-branded products. These are often limited editions with an urgency factor for demand. Here is an example of Co-branded Game of Thrones whiskey:
You can also create co-branded ads, like this 2014 example with Uber and Spotify. Back then, they were far from the giants they are today:
Or you can opt for the simple alternative and simply create a piece of content together. Webinars, podcasts, and articles are excellent options.
Here is an example of a webinar we and Buffer are hosting together:
Buffer is a social media tool. Although we have a common audience, we are not direct business competitors. And that's the trick: work with a non-competing brand and then create content on a topic where both of you can naturally promote your respective products.
But how do you find such brands?
By doing B2C Industry, your choices are almost limitless. You look for overlap in what the companies stand for (if at all) and what appeals to you and their customers. The easiest way to get inspiration is to ask your customers.
The complementary product factor comes into play B2Bbut. If you need new business ideas to work with, use an audience research tool like Sparktoro. Here is an excerpt from what I get in the free version when I join ahrefs.com:
We've already partnered with Buffer, but HubSpot would work too. And here Sparktoro complements ours SEO Toolset, it would fit the description too.
7th PR Stunts and guerrilla marketing
ON PR Stunt is anything unusual a company does to create media buzz. It's a creative effort that sometimes defies traditional forms of communication.
This can best be explained with a few examples.
We have all seen this one. Red Bull organized the highest jump in history. Not only does this fit the brand perfectly, but it's literally a stunt too. Incidentally, it was co-branded by GoPro for obvious reasons:
However, you don't have to organize an event that costs millions. It can just be a slightly outrageous idea that you send out to the world:
Why should bread have all the fun when there is Weetabix? Serve @HeinzUK Beanz on Bix for breakfast with a twist. #ItHasToBeHeinz #HaveYouHadYourWeetabix pic.twitter.com/R0xq4Plbd0
– Weetabix (@weetabix) February 9, 2021
Controversial and risky? For sure. Did it work? You bet. The tweet went viral and arguably contributed to a 15% increase in sales.
However, you don't want to do this for increased sales. Using organic social media in this way would mostly be a waste of time. The undeniable benefit is exposure in terms of mentions and backlinks obtained:
While these are good examples of PR Keep in mind that your efforts to get media deserved this way may not always be in a positive light. Something PR Stunts can be very risky to your brand's reputation. People may not interpret your ideas the way you intended.
Then we have guerrilla marketing campaigns. These can overlap with PR Stunts, but the difference is that guerrilla marketing is mostly outdoors, inexpensive, and even more unconventional and daring. Your goal is to surprise people, so it's usually very memorable.
Our coffee mugs at BrightonSEO, the largest in the world SEO Conference, were a subtle example of guerrilla marketing. By replacing nutrition data with keyword data, we generated excitement and got people talking.
The coffee cups are so cool 😎 @ahrefs @brightonseo #BrightonSEO # brightonseo2019 pic.twitter.com/Dcmr2nZyuF
– Adam Najak (@adamnajak) September 13, 2019
However, the use of public spaces is a far more common use case. For example, you can do quite a lot with a simple zebra crossing:
There are no limits to creativity here, as you can see in this current promo of a new Marmite product:
8. Promote your values by standing up for something
Let me start this with a counter-intuitive mental exercise. Think about some brands you like and their brand purpose, mission statement, or what they stand for.
If you are like me you will not be very successful. Most brands don't communicate a reasonable brand purpose. Selling a product that solves people's problems is usually enough – no greater good is required.
But because the competition is low, your chance to shine is when a higher good is close by. Stand up for something you really believe in, have the conversation, and you will look forward to something great PR.
Based on recent events and campaigns, the dispute between the Reddit community and the corporate investment world is a good example. Reddit even made it into the Super Bowl, the world's most expensive ad space:
If you review the short display you will stop or look it up online later. This is not a format that you see every day. It was rated as one of the most effective ads that day.
From a longer-term communication perspective, Patagonia succeeds time and again in pointing out that the planet and sustainability are important to them. This was their Black Friday ad, for example:
You don't shy away from politics either. They went so far as to sue the Trump administration to support their environmental concerns:
I don't know how that activism affected sales, but one thing is clear: Patagonia is consistent and believable for what they stand for. The same can not be said of many other companies that promote a "higher good". Just remember some controversial Pepsi or Gillette ads.
9. Turn negative advertising into good PR
Turning an unfortunate event that can damage your company's reputation into something good is undoubtedly a challenge.
Here is KFC's famous answer to that United Kingdom no more chicken:
You obviously won't be able to do anything badly. The simplest, and often the best, solution is to take your responsibility and admit your mistakes.
You can often find that bad becomes good. PR in politics. I will not dwell on this as it is often about the falsification of facts and manipulation. But it should go without saying that your efforts should be sincere.
One thing is understanding PR;; Another does it successfully. However, there are many marketing tactics that you can copy PR usually requires a lot more creativity.
Definitely get inspiration from looking good PR Campaigns in your niche. But you have to put in a lot of your own creative efforts to achieve the best PR Tactic works. So good luck with that!
Do you have questions? Ping me on Twitter.