When running a national public relations campaign, determining a plan to address your client’s target audiences is crucial to success. To ensure your client’s messages stretch thousands of miles, withstands momentum across 50 different states, and opportunely acknowledges people with varying backgrounds, virtues and perceptions, these four techniques must be taken advantage of to take your public relations campaign to the national level:
Segmenting Your Audience
When developing a national public relations campaign, it is essential to understand that your client’s target audiences will have a range of differing communication expectations. Diverse groups of people respond to messaging based on what they value, pay attention and relate to, and experience on a daily basis. While it would be ideal to tailor a separate message for each individual, it would be both too timely and too costly for an efficient national public relations campaign. Instead, to get the most bang for your buck and to carry weight with the largest number of people, segment your target audiences into smaller groups with similar characteristics, wants and needs, and alter your messages accordingly. No matter what segment of your audience you are addressing, make sure your messaging has a personal touch.
Utilizing the Internet
Did you know that more than two billion people use the internet as a source of getting information? Without a doubt, when running a national public relations campaign, the internet is an invaluable tool. Not only will you reach an immense audience, but based on different website’s core viewers, you will be able to easily concentrate on a specific audience and individualize your messaging as discussed above. Used as a supplementary tool, the internet is a strategic way to spread brand awareness through placement of press releases, feature stories, byline articles and more.
Being Social on Social Media
What was once merely a means for young people to socialize and express themselves online, social media is now a primary channel for companies to gain credibility and customer loyalty for people of all ages. Because it allows companies to have direct contact with its customers and supporters, it builds meaningful relationships that can otherwise be difficult to establish when running a national public relations campaign. Especially when you look at the vast audience social media reaches, it is evident that having a presence on social media has limitless value. Facebook alone has more users than the largest country on the planet; combined with Instagram, Snapchat, Twitter and the dozens of other social media sites, social media is extremely powerful. Make sure your clients are sharing the media coverage you’ve secured for them on TV and in newspapers and other news sites on their company’s social media pages to extend the life of the media “win.”
Making it Count
A study done at the U.S. National Library of Medicine found that the average person’s attention span in 2013 was eight seconds – approximately one second shorter than a commonplace goldfish. Knowing this, it is imperative that every bit of information released to the public about your client is noteworthy and able to captivate your audience. One of the most crucial aspects of a national public relations campaign is ensuring that your client’s message is a flame, not a spark, and cannot be easily put out by a slight wind.
Discovering the appropriate avenue to reach your target audience and finding the right words to say to each market make for a highly successful national public relations campaign. Serendipit Consulting consistently uses these techniques to effectively extend brand recognition across the nation and provide its clients with top-notch results. To learn more about national public relations, visit us at www.serendipitconsulting.com.