I launched campaigns in my PR career that required the blast of just a few weeks of advertising and I also maintained lengthy campaigns that generated media exposure for years. I will assure you that a single media release delivery is very rarely effective. Editors and reporters most of the time work on multiple stories at once, and need some time to consider your pitch. Even though your release may indeed be interesting and newsworthy, at this point in the editorial calendar of the media outlet the editor may simply not have the space to use your pitch. And make sure that when that editorial calendar opens a few weeks down the line, he / she sees it again. Keep in mind, too, that because media outlets nowadays receive so many media releases and story pitches, it can sometimes take weeks before they actually get to something that you might have sent their way. That’s why comprehensive media follow-ups over several months are important to ensure media coverage, proper media processing and eventually public approval of your release or presentation.If you would like to learn more about this, please check out Custom PR Campaigns near me.
I still tell my clients, “No PR agent or advertiser will convince the media to use your announcements, but they can make sure that the media have seen or learned about your advertisement in one manner or another by the end of the campaign-which will contribute to good media coverage.” One of the secrets to deciding the duration of a successful campaign is to recognize when you’ve fired all your promotional bullets; when it’s loaded; when it’s done. Here’s how the campaign cycles have broken down with my customers over the past several years: 1-2 month campaigns: 9 percent 3-6 month campaigns: 38 percent 6-9 month campaigns: 37 percent 9 + month campaigns: 16 percent• 1-2 month promotions are most frequently prompt, date-sensitive initiatives-a publication or announcement related to a current event that may be obsolete in 6-8 weeks. A while back, one mine client quickly produced a website aimed at stopping the file sharing services provided by Napster. A few weeks before the Supreme Court ruling, we launched a campaign and created some excellent spot attention in national newspapers and TV news shows-the platform and the initiative were finished within 6 weeks.
- The majority of new product advertising campaigns are best suited for a span of 3-6 + months-allowing the often drawn-out lead times of certain media outlets. Nonetheless, based on media feedback and resulting consumer interest, such marketing promotions can be continued for several more months. A new consumer electronics marketing advertising campaign, for example, started as a six-month plan, but that was spread out over a year owing to the product’s selling fervor and success.
- The longest campaigns are for those customers whose business or expertise is’ evergreen and regenerative,’ meaning that they are not linked to the shelf-life of a new product launch; they are not linked to a specific date; and they can be retrieved every few months for a new round of media interest. One of my long-standing clients is a “specialist in the trade show.” Her expert advice is newsworthy at any time of year and can be reported year after year editorially-particularly in business and trade magazines. This contributes itself to multiple articles, and interviews in a wide range of media outlets month after month. Note-Ingenuity in innovation and publicity marketing will help add months of momentum to your advertising campaign.
A lot of hours will be spent planning and shaping your media market ad campaign. Preparation of media market surveys and media release polishing may seem tedious, but when done correctly, they are worth the effort. Be prepared to spend at least one or two hours each day after the initial launch of the campaign: carrying out numerous media follow-ups and making new media pitches (emails, faxes, mailings and phone calls); fulfilling media requests (forwarding product photos, media kits / product samples, arranging interviews) and tracking / clipping articles and features.
If you have the time to launch your own campaign, staff and expertise, then take advantage of the media and get your message to them. But if your expertise lies in another area, and you or your staff lack the ability to generate advertising (or have little or no experience in dealing with the media) it may be best to hand it over to someone who can make sure it’s done right–the first time. When deciding whether you can handle your own advertising campaign, ask yourself these questions:
- Do I have the expertise and time to get it done effectively without hampering my current workload or that of my staff?
- Do I have the ability to write a media release or feature pitch that editors, reporters and producers will be responding to?
- Do I have the information analysis tools to send my report to those media outlets?