The Virtual Assistant's Guide to Publicity Services by Jane Tabachnick

Author:Jane Tabachnick
Language: eng
Format: epub
Publisher: Simply Good Press
Published: 2018-08-30T12:20:20+00:00

The PR Process

“It is always a risk to speak to the press: They are likely to report what you say.” – Hubert H.Humphrey

Let’s take a closer look at the process of PR strategy so you can better understand how you can personally offer PR support to your clients as a VA and learn what services you’ll be able to offer them.

Identify Goals and Audience(s)

To get started doing PR, a company needs to identify their goals and decide how to implement their PR blueprint. Earlier, I outlined three ways a company can handle their public relations. While developing goals and potential prospects, it would be a good time to decide which method of implementation the brand will go with (hiring a firm, doing it themselves, or using the hybrid method of outsourcing + DIY).

Let’s talk first about identifying goals and strategies:

It’s important for entrepreneurs and businesses to know what they want to get out of their PR campaigns.

Is a company or consultant looking for more visibility and expert positioning? Is there a new target audience that a brand is trying to get in front of? Is a company launching a new product, service, book, or program?

You may have heard the term customer avatar, a specific profile of a brand’s ideal prospect. It’s important to know who the avatar or avatars are for each of your client’s PR goals. Perhaps the company has a few dreams in mind – it’s important to understand exactly what the client wants to get out of their PR efforts, so they can effectively work towards achieving their goals. This step is a key aspect of successful PR.

Research

Once the goals and avatars have been identified (whether this includes an existing customer profile or the development of entirely new ones), further research can be made into what media the avatar reads, watches and listens to. This is the process of building a targeted media list.

Before moving full-steam ahead on creating a media list, it’s important to identify what type of media a company is seeking out. An entrepreneur who is camera shy or has a limited travel budget might exclude TV as a media target but include all the other types of outlets.

Any media, or all media – from TV and print, to radio and online outlets, a media list will be most effective if it includes a combination of “dream” publications or shows. Entrepreneurs and companies often have a vision of their brand among specific, top national publications [Ex: O Magazine] or online TV programs [Ex: The Today Show].

The next level of research when creating a media list is identifying specific outlets.

There are PR industry databases (paid) which can be used to build media lists (such as Cision or Muckrack). For individuals or smaller companies these services may be too expensive or overwhelming. Even if you use a media database to build a targeted list, I recommend researching each outlet personally, to insure accuracy of information and to educate yourself on the outlet and the specific contact.

Once

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