Introduction to PR Outreach
PR Outreach is a hotly debated subject in the various PR fields, but many still consider it an essential process. As with many things, the right way to approach PR outreach is not always obvious or easy to follow. A good thumb rule is: If you want to win over your target audience, you’ll need to start by establishing yourself as a credible source instead of just throwing out information on the internet.
While it’s quite difficult to do when you’re dealing with an audience that has been exposed to some of your competitors’ content before and has already formed opinions about what they think about your product/service. Unfortunately, most top-tier brands often fail to do this correctly because they don’t have the time or resources required for proper research and planning.
Why PR outreach?
The trick with PR outreach is to get the right one.
Look, there are a lot of things you can do to reach out to journalists and influencers. There’s always a way to be creative and think outside the box. So, what is the best way to approach journalists and influencers?
One thing I will emphasize here: PR is the number one mistake marketers make when trying to reach out to journalists/influencers.
First off, it’s not about doing things well; rather about doing them correctly. When pitching news outlets using email templates, do not expect that they actually read your template before going on their website/blog/podcast or sending them a link for their followers/listeners. The information that goes into even the most basic forms of PR is complex and varies from outlet to outlet depending on who they are talking with and what questions they want to be answered. This means that unlike your traditional sales funnel where you are attempting to establish trust before closing the deal and landing more leads — if the article doesn’t read anything above your quality mark then there is no reason for them not to ignore your offer altogether. Many outlets still require some form of proof prior to publication before endorsing anything so make sure you provide them with something meaningful as well as specific information about your content in order for them to have something tangible at hand instead of just throwing it away material written by someone else or concentrating on some generalities about your product/service without providing any real value or benefit in exchange for it (i.e., “free content!”). You can also do PR for webmasters and bloggers for SEO to boost traffic and link building purposes. A PR specialist can tell you what type of content and medium is best for you and your brand.
With the help of a digital marketing agency, the team can carry out PR campaigns that ensure your target market is reached and your brand becomes an industry leader.
How to pitch successfully
It doesn’t matter how much you know about marketing and branding, if you don’t have a plan, and a way to execute that plan, your customers will not be interested in your product or service at all.
The easiest way to get press coverage is to pitch it to someone who knows a lot about it. If you just want to press for yourself and don’t care about getting coverage for others — This will give you insight into the realities of pitching when you reach an influencer or journalist, as well as some good tips on how to effectively pitch in this type of environment.
Keep your pitch brief – Don’t overwhelm them with too much information – The longer your pitch is, the less likely it is that they will get back to you – Give details that make their story better – For example tell them what kind of product or service you have; don’t just tell them what it does – Write down a few examples Why this is important:
Journalists are busy people so they aren’t able to read every word that you write in a pitch so give them an example of why this product/service would help solve any problem that they may have.
Measure your results
In the near term, it’s best to develop a keen understanding of how you can target specific types of journalists and influencers. It’s also important to keep in mind that not all outlets are created equal in terms of journalistic practices and approaches.
In a press release, for example, the journalist will generally be more receptive to something that is interesting or beneficial to their personal interests. On the other hand, a news site like Business Insider might have an entirely different set of standards.
The key here is consistency, which is especially important when it comes to PR campaigns. Journalists need to hear from you consistently over a period of time — and they may have several opportunities this week/month/year before they read your content again. The more consistent your messaging with them will be, the longer people will remember your brand name and message.
Choose the Best PR agency in the UK that can create manual outreach campaigns and can also provide contextual links and high quality content.
That’s it? That was all we had to say? If you want to win in PR outreach, you need to do better than that. Here are some tips on how to do it right.
Practice is important. It keeps your nerves calm and reduces mistakes. It’s key for someone in your position or at a very high position in a company to know what type of publicity is important for them and which publicity isn’t important.
If a company needs publicity for their products or services, then they should learn how to bring about this publicity with the help of the right PR methods or should choose one good digital marketing agency that can help to make your job done — otherwise, you would be wasting your time and money on PR stunts instead of focusing on improving your products or services.