By: Angela Raleigh, Senior Account Executive, Leonard & Finco Public Relations, Inc.
Everyone wants good PR. But behind every successful PR campaign is a well-thought out plan that is proactive in generating ideas, yet flexible to be able to respond to change. So where do you start? Here are five things to consider when putting your PR plan to work:
1. Be true to your expertise. Journalists want to cover popular and emerging topics, so publicize your expertise. Bring a new perspective to trending issues and you can create a win-win scenario. There’s no need to come up with your own brilliant story idea:  events already in the news provide a useful time hook. Identify what you can bring to the conversation and then you’ve got a way to piggyback on the story.
2. Keep it simple. Determine what makes your company or product unique, and say it briefly. Write a catchy email subject line or news release headline. Messaging must be short and sweet, as you want to grab the media’s attention.
 
3. Be selective. Do your research and target individual magazines and reporters. Look for reporters that cover your industry and build a relationship with them. Send personalized emails tailored for both their media outlet and individual beat.
 
4. Make content sharable. Hands down, more people use social media networks to get and share news. So when pitching a story, think about the additional materials you could provide to enhance your idea. Photos, diagrams, and infographics are highly shareable on social media networks and are often something that the media doesn’t have time to create themselves. 
5. Be easy to work with. Be prepared with fact sheets, photos and experts to interview and become a resource for the media. Help them make their stories happen. 
With persistence and planning, good PR is almost always covered because a good story has been well-told to the right people. Have you coordinated a successful PR campaign? What worked for you?