Managing a PR campaign on a budget is not always easy. However, there are ways that you can make a PR campaign, and your life, a lot simpler.
I believe in simplicity. My job as the director of client services requires me to contact multiple clients every single day to help plan PR campaigns and offer the best advice. It also requires that I stay on top of current trends and look into the future of the industry. Often, I need to help find avenues for clients that ensure they get the results they are looking for.
When looking for a public relations agency people tend to seek out a firm for fulfillment. Some people have a project that they need done in a specified amount of time and they happen to have a limited budget. The problem is the part of PR that often gets overlooked is the strategy. A strategy is crucial, it is long term, and most importantly it is hard work. Sure, there are companies like Pinterest that have managed to experience what appears to be an overnight success, but it actually took two years before the site really caught on. Not to mention they started with a four million dollar budget.
If your company had $4 million to start, it would be fantastic and you could afford to have a really great PR campaign and put $30,000 a month towards it. It is more likely that you have approximately $3,000-$5,000 to put towards your campaign.
This is how you manage a PR campaign on a budget:
- Establish a clear goal that you are trying to accomplish
- Set a long term plan of what you are going to do and when
- Target a few different mediums while making sure that each gets sufficient time to build up
- Have patience with each medium and don’t give up too quickly
You should always try to utilize multiple mediums, but you need to be patient and allow each medium time to create interest in your brand. If a blog post does not get picked up the first month that does not mean that people think you are uninteresting, it could easily mean that they haven’t heard of you yet. After you have a couple press releases, created some killer videos or infographics and your name gets out there, they may pick you up because they have heard of you and their readers are interested.
One thing to remember is that bloggers and other publications, either online or in print, are trying to give their readers things that they are interested in. If you are just starting your PR campaign, the chances are people haven’t heard of you very much and so it will take a while before their readers are wanting to hear stuff about you. Be patient and do things that are interesting to people.
If you are unsure of what to do for your campaign, relax, that is why you are hiring an agency. Talk with them, tell them your goals and let them create a strategy that caters to your needs. Remember that what they are doing should all be centered on your one goal. PR is one very successful avenue that will help you increase your revenue.