Four keys to a great PR campaign

Posted at June 29, 2009

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pulic_relation Consider the four “Ps” when it comes to establishing the groundwork for a successful PR campaign: photography, pitch, profile and pack. With these elements lined up, you’ll be better prepared for the follow-up.

Photography: Make sure that you have a great selection of visuals available, should your press release capture a reporter’s eye. This includes projects, screenshots, shots of the spokesperson and anything else that is relevant.

Make sure you have high-quality content. Many journalists use digital images, so make sure these are available — with a resolution of at least 300 dots per inch (300 dpi).

Pitch: Capturing attention with your press release is just the start of the process. You need to have your pitch ready for when the media begins calling.

Profile: Your corporate profile should always be up-to-date. Never assume the reporter is familiar with your company. Many reporters file several stories per day and sometimes details get lost in the process.

Press pack: A good way to communicate that profile is via a press pack. This should contain additional background information to help journalists prepare a story or an interview.

The four Ps take a little more time, but if you make the investment, you’re likely to see a much greater return on your press release.

venturebeat.com