CGM blog: Lift off with the perfect PR campaign launch pad

02 Feb CGM blog: Lift off with the perfect PR campaign launch pad

The theme of February’s CGM Business Media Clubs is a PR campaign launch pad – how to ignite a successful PR campaign for a new product, service or event, writes Chris Green.

Why liken a PR campaign to a space mission?

Because both need an initial boost to achieve take-off and thrust you into the stratosphere.

A PR campaign should give your new venture momentum – immediate recognition and, if done well, instant credibility.

So a successful campaign requires two main elements – planning and impetus.

The whole point of PR is to make a splash – having a story to tell and a clear message to convey.

It needs to excite imaginations and appeal to different groups of people – the media and your target audience. In essence you can’t reach one without the other.

So it is having a good story – telling it well – and knowing who you want to reach and how best to reach them. Focus.

Many a good PR campaign has withered on the vine – a great idea, thoroughly planned – but poorly, or inadequately, executed.

Creating a launch event often helps – but isn’t always essential. Getting your news ‘out there’ is.

Traditional PR is important – the better the story, the greater chance of appearing in the media – be it print, broadcast or, ever increasingly, online.

Each medium has its own editorial criteria and timelines you need to observe. Understanding how different media groups work is vital to achieving publicity. Magazines often deadline months in advance of publication, broadcasters sometimes have complicated schedules.

Increasingly, online media is important too – whether your product or service is B2B or B2C.

Your launch needs to feature on relevant social media platforms – not just your company pages but news groups and other shared sites. Blogging is vital these days too – to have a take on the story behind the headlines.

Then there is visual media – a video on YouTube will help your campaign enormously, but you can also create your own ‘wow factor’ online event by streaming it live to desktops around the globe.

Quality photography and a brand identity are often an essential part of any launch and will help a PR campaign. While we’re at it, how about making sure your front-facing people have some training too? There’s nothing worse than a launch hampered by an uninspiring and ill-prepared host.

This requires budgeting and resources – so lots to ponder.

The key is marrying up all of these items into the art of the possible without draining the instinctive enthusiasm, excitement and imagination that can help capture headlines, win hearts and minds and provide the essential oomph to stand out and make a splash.

February’s CGM Business Media Clubs will reveal the ingredients you need to achieve a successful PR campaign lift off.

If you would like to visit either of our Birmingham or Worcester club meetings on February 19 and 26 respectively contact us at 01905 453908 or info@chrisgreenmedia.co.uk

Chris Green is an award-winning author and broadcaster – and managing partner of Chris Green Media – which inspires organisations to communicate better by connecting deeper.

We provide communications coaching, media training, inspirational events, media relations and creative services.

CGM Business Media Clubs offer a monthly blend of media training, personal development and quality networking in a sharing setting. For details see Business Media Club