If you’re ready to raise awareness, become an industry-leading expert, grow your following and increase your sales, then ‘Your Year In PR’ is for you.
Using over 10 years of experience working with the media to help businesses like you establish a great reputation and drive business growth, we will work collaboratively to create your very own PR strategy completely tailored to your business, your vision and your goals.
You will also receive guidance from your own PR consultant who will be on hand to help you coordinate and plan each quarter of your PR strategy with the focus on taking your business to the next level by getting you featured in the most relevant and influential publications in your industry.
What You’ll Get:
- Quarterly 1-2-1’s 2 x 1.5 hour sessions
- PR Strategy Mapped Out
- Key Media Contacts List
- Target Market Planning
- Influencer Outreach Strategy
- Traditional & Wider Media Planning
- Campaign Planning
- Press Release Strategy
- Opinion Piece Planning
- Pitch Prep
- News Jacking & Commentary Planning
- Revamp / Establish Core Communications, e.g. Brand Story, Tone of Voice, brand values.
- Lead Magnets Planning
The breakdown of what you’ll get:
Part One – Discovery.
In part one we meet for the first time for that quarter. We will run through ideas, key products, services, talking points and anything you want to get into the media which will feed into your PR Strategy. We also go through where you want to be featured, what for and why. Plus everything else that’s important to this quarter’s strategy.
Part Two – PR strategy
In part two we will run through your bespoke PR strategy so your PR consultant can answer any questions you may have on how you can begin implementing the strategy in the most effective way. Your PR strategy will be planned to perfection, leaving you to simply put it into action and reap the benefits.
They’re not just buzzwords, here’s what they actually mean.
Target Market Planning
Key Media Contacts List
Core Communications Strategy
This covers all your communications, looping back to your target market planning. We will incorporate who your target market is, how they want to be spoke to, where you’re talking to them and put it together with your brand story. A brand story includes the why, how, who what and where of your business, plus your core values and what drives your inspiration along with why your customers need your products or services. It’s vitally important to establishing your brand because no one buys something they know nothing about from a stranger.
Press Release Strategy
This addresses the newsworthy parts of your business. The press and wider media landscape need to know why anyone wants to engage with your story. First, we look at what’s newsworthy, then develop that into a series of purposeful news lead press release ideas. Your PR strategy will provide you with a series of inspirational headlines for you to develop into irresistible press releases that the media will want to publish for you. Each release will have ideas of tone and focus for each of your key media contacts because no two publications are alike, and it will include tips on how to tweak the release to increase your chances of successfully selling in your release to multiple publications without paying for it to be featured.
NewsJacking & Opinion Pieces
Newsjacking is one of the most effective ways to stay on trend and showcase your expertise. Though this is reliant on being across trending topics, there are always opportunities to plan for. For example, national holidays, sporting events, music events, fashion events etc. Newsjacking gives you the opportunity to be seen as an industry expert, providing opportunities such as commentary, thought leadership, or even full-blown features and interviews.
Combining this tactic with well thought out opinion piece inspiration will double your chances of being seen in the right places by your target market and for all the right reasons. Your plan will include a variety of thought leadership styled opinion piece headlines offering you the inspiration needed to write them.
Successfully implemented newsjacking and opinion piece strategies increase your brand’s visibility, notability, authority, and gain audience trust, which leads to a bigger online presence, more leads, enquiries and ultimately increases your sales.
This is the hardest part for any media outreach is the pitch. But don’t worry, your PR Strategy will have pitch ideas for all the opportunities outlined in the plan. Drawing on years of experience, knowledge and existing media relationships, your plan will include the right tone of voice and approaches to take with your pitch for your key media contacts. This takes the stress and overthinking away and releases you from writer’s block. There’s nothing worse than the feeling that you’ve written a fantastic press release or opinion piece to be stopped by the pitch, that’s why your plan will include purposeful pitch prep techniques and ideas.
Media Outreach Strategy
Sometimes timing can be everything when implementing a PR strategy. For example, did you know that Christmas is usually organised in July and October? Valentines is planned in November, December, and January. In fact, every national even has particular deadlines for submission, much like the lead times for your media outreach will too.
Your PR strategy will contain its own bespoke Media Outreach strategy. Combining what to send, where to send it and when to send it, plus when to follow up on anything you’ve pitched in. Your bespoke media outreach strategy, within your overall PR strategy will help increase your success rates in an easy to follow, structured approach.
Wanting to focus on one product or service and create the maximum impact with your PR strategy? That’s when campaign planning is vital. It’s a complete approach to ensure your energy and time is focussed on all utilising all the right opportunities available in the traditional and wider media landscapes, plus PR stunts, influencer marketing, your website, newsletters, and social media promotions to gain the biggest number of eyes on what your brand is offering.
Influencer Outreach Strategy
Influencer marketing can be a minefield. When we put together this element of your plan, when you need it, we will cover the following questions: who will work well with your brand values, does their audience include your target market, what deals work best for the influencer and your business, what ROI should you expect, are there any particular kinds of content you want them to create? Plus, everything else you need to consider before approaching an influencer.
Then we will work on how best to approach them, how to present your offer, how to get the best out of the collab. Along with how to build a longstanding relationship with them and their audience and any legalities you need to consider.