10 steps to a successful PR campaign

PACBSMMEDF
• Purpose
• Audience
• Channels
• Budget
• Strategy
• Measurement
• Management
• Equipment
• Details
• Follow-up
 What’s the purpose

• Mission statement, eg: "To showcase

Singapore as a fashion hub”.

• This allows you to develop a brand story,

with three or four related, but different
angles that can be used for pitching to
media/your other marketing channels.
 Identify your Audience

• Who ARE you talking to and who are you

NOT talking to:

• Government?
• Fashion bloggers?
• International shoppers?
• Local designers?
• Expat housewives?
How can you relate
to your public

• How can you make your target media and

public feel as though they would be missing
out big-time if they didn't attend your
event/write a story support you?
• Check out successful campaigns – how can
YOU stand out from the mass of invitations,
press releases and Facebook ads?
• Which channels are best for which messages?
And which channels will reach your audience.
 BUDGET and timeline

• SNORE. But actually, these are some

of the most important elements.
• These days, it's rare to have "any budget" so we have to think
creatively about how we can use the free, and minimal-cost
resources we have for maximum impact in (usually) minimum
time.
• Partnerships
• Relationships
• Inserting your story into a conversation that is already
happening, rather than trying to create your own.
 Strategise

• Oops… after looking at the budget, you’ll

probably find you need to revise your
strategy to align with budget and timeline.
• Look at your target audience, your key
messaging and your desired channels,
and map out exactly how and when you
are going to get people excited.
 Measurement

• How are you going to measure the

success of the event? Social media
mentions? Front page of the Straits
Times? Attendance numbers? Sales?
• Prioritise elements of your campaign by making sure they meet your targets
– e.g running Facebook competitions will probably boost your social media
mentions, but might not result in attendance.
 Media management
• Press kits
• Prepping the client
• Poking holes in the brand story.
What can you do to make the media’s job
as easy as possible? (Give them the best
possible story).
Think about how you going to introduce media? Is the event geared to their
needs (wifi, workspaces, interview areas, press briefings, image files etc).
 Equipment

• You might think this is the events team's

role, but really, if the sound or lighting are
off, there's no point in having an event.
 It’s all the details

• Again, you might think this is the event

coordinator's role, but what are the
location, food, invitations, music and
collateral going to say about the brand?
A lack of food, an awkward location, deafening music and tacky collateral can
be all it takes to deter the media from what could otherwise be an amazing
story.
 Long-term engagement

• So the event’s over – now don’t let all that hard

work go to waste.
• How are you going to track the success of the
event, thank guests and media for their support,
and give them something to hang on to, to ensure
they continue to be interested in what you are
doing.
• How can you make best use of the database you
have built?
 - Thank you -
Jacqui Smith
PR Account Director
Mutant Communications
jacqui@mutant.com.sg