How to Create a Media Relations Campaign

A media campaign is a series of planned activities designed to give a business, client or brand publicity. Once you have a story/angle worth sharing, you can pitch to key media personal to secure press coverage and spread your message far and wide.

Step 1: Create your messaging

Figure out what you want to say: are you promoting something specific or are you trying to build general awareness?

Step 2: Decide who you are targeting

Does your brand align with families? Seniors? Environmentalists? Make sure you are clear with who your targets are before putting in the work.

Step 3: Research the appropriate media outlets

Find the media that speak to your audience and can support your message in the markets you are targeting.

Step 4: Pitch angles that will resonate with your audience

Develop story angles that will speak to loyal customers and new ones alike. My advice: keep it timely. You can also learn more about the five pitch angles in ADPR’s Publicity 101: How to get your small business noticed.

Step 5: Follow up with media as necessary

Most initial pitches go unanswered, so follow up is a key step. For best results, make sure you have new information or additional content in your follow up correspondence, but keep it brief.

Step 6: Maximize your coverage

Make the most of your exciting press coverage by posting it on social media, featuring it in newsletters and sending to your mom of course! By sharing your press, you are maximizing the coverage you worked hard to secure. Plus, showing off your work is fun!

Remember, traditional press builds credibility with new and existing audiences. And, if your campaign is successful, you’ll likely see an increase in traffic on your site - capitalize on this as well! Write a blog so that when your new audience visits your page, they can learn more about your campaign and the products/services you offer.