New clients often wonder why our Strategically Aimed Marketing (SAM 6®) onboarding process begins with such a strong emphasis on basic marketing details. It’s no secret that when agencies don’t give this step the attention it deserves, the result can be costly PR mistakes. We’re simply not going to allow these all-too-common mistakes to happen!
What are five of the most common PR mistakes?
After more than 35 years of helping clients share their stories through the media, we know how to structure a PR campaign for the highest likelihood of success. That means avoiding these five common errors.
- Not defining your target audience. While you may believe that “everyone” will want your product, trying to appeal to everyone can result in a lackluster, generic story. It’s essential to focus your campaign on those most likely to buy. We help clients build out their customer personas so we can create messaging that resonates with, and motivates, the strongest potential buyers.
- Not clearly differentiating your product from your competition. Great PR campaigns make people feel smart about choosing to buy a specific product, even if it is higher priced. We invest time to identify your product’s value points and understand how it’s different from other options, so your publicity can guide people to make the desired decision.
- Not having sufficiently broad media parameters. It’s a big mistake to pursue only highly targeted media. If they aren’t immediately interested, your campaign stops before it even begins. Using SAM 6, we identify a broader range of media outlets to pursue. This often means your story has greater reach and frequency. It also increases the likelihood of your story being syndicated and picked up by the media you desire most.
- Not tailoring your PR campaign. Your story can probably be told from multiple angles. We pay close attention to such parameters as the media’s location, audience, editorial calendars and the overall marketing environment. We are also aware that some reporters may want to approach your story from a specific perspective, and we collaborate with them to make that happen. Overlooking these details may harm your chances of getting effective coverage.
- Not effectively resharing your media coverage. Media stories are powerful. Resharing them can dramatically increase their impact. Our SAM 6 strategies involve preplanning how to maximize audience exposure to, and engagement with, your media coverage. We may suggest using an optimized mix of blogs, emails, social media and digital advertising.
Have you ever wondered why some agencies only offer digital marketing services? It’s because PR campaigns are challenging! Our processes are based on arranging tens of thousands of media stories over the last 35+ years. Stacking the odds in your favor requires a depth of experience that other agencies may not have.
When you’re ready to launch a smart and effective PR campaign, call us at 952-697-5269 or use this form to get started.
