Here are a handful of basic questions I recommend you ask yourself before embarking on a PR campaign - whether you're using a PR agency specialising in technology like ours, a generalist agency or doing the work yourself.
- How does this campaign align with your strategic business goals?
- What product or services are you hoping to promote?
- What are the key messages you want to convey?
- Who are you trying to influence – industry sectors, job roles?
- What pain points does your product or service address for your targets?
- What are your competitors doing in this space?
- What customer proof have you got (or expect tol have) for case studies, reference clients, clients happy enough to provide quotes or speak to media?
- What key initiatives (marketing or sales) have you got coming up over the next 12 months?
- What marketing activities have been the most successful in the last 12 months?
- What kind of results do you (realistically) expect and by when?
- What sort of budget do you have for PR?
This is by no means complete, but it should set you on the right track if you're thinking about a campaign. Let us know in the comments, if you would do things differently.
