¿Cómo puedes seleccionar los mejores canales para tu campaña de relaciones públicas?

It's imperative that you know your end goal; otherwise, it's like trying to build a house without a blueprint. If your campaign has a very specific audience, your goals need to reflect that.

Know your audience! Who are you trying to reach? Once you've identified that, second question is, what do they read? Where are they consuming their information? Whether it be various publications or social media outlets. Knowing your audience is key to launching a successful PR campaign!

I like using SMART goals! As it really helps keeping the team in check! Especially if we have multiple campaign ongoing most of the time!

1. Clarify who is your target audiences. If TA doesn’t read newspaper the best article in the world won’t help you to deliver your messages. National TV is a worst possible option to deliver message to local or internal audience. 2. Try to understand their level of knowledge and loyalty. If your audiences know literally nothing, use "lighter" channels. Social media, celebrities, product placement could work really good. But if you have audience of exprers of pretty skeptical, better use more reliable channel. Business media, news etc. 3. For mass audience - mass media. If your TA is really narrow and subject is specific – use events, influencers, talk to them personally. Good luck!

Start by clarifying goals like brand awareness, product launches, crisis management, thought leadership, or increased website traffic. Understand your target audience's demographics and preferences. Craft clear key messages. Set measurable metrics (e.g., website traffic, social engagement, media coverage, leads, sales). Consider your budget and competitor tactics. Evaluate channel options (social media, press releases, influencer partnerships, etc.) for strengths and weaknesses. Integrate channels strategically. Align timing with relevant events. Be open to testing and optimizing for best results.

From the perspective of my marketing background, the best works STP, which stands for Segmentation-Targeting-Positioning, is a fundamental marketing concept. So, in short it's like this> Segmentation: a. Identify Key Audiences: The first step in STP for PR is to segment your audience. b. Demographic Segmentation. c. Behavioral Segmentation: Analyze the behavior of your target segments d. Geographic Segmentation. Targeting: a. Select Target Segments: After segmenting your audience, choose which segments to target. b. Message Customization. c. Channel Selection. Positioning: a. Craft a Clear Message. b. Reputation Management. c. Feedback Loop: Continuously monitor the positioning of your organization in the eyes of your target segments.

While PR professionals tend to go with be “blanket all your contacts” approach with pitches, targeting is extremely important. As a TV PR pro with “street publicist” training, I’ve learned the art of hyper focusing on actually placing a hit with the ideal outlet. This may seem limiting; however, once you get out done, you’ll begin honing this skill in a way that makes your outreach undeniable. Good PR is truly quality over quantity.

It's important to remember that audiences change over time, and so do the channels they like to use. So, it's important to keep researching your target. You can change your PR campaign tactics to fit changing demographics, changing consumer tastes, and new communication platforms by keeping an eye on them and analysing them all the time. This way of doing things keeps you flexible and up-to-date by picking the best channels that match the changing habits and tastes of your audience, which keeps the campaign's effectiveness high.

You may have multiple audiences for your content so it's important to research exactly what and how they interact with best. This could mean you have multiple campaigns running at the same time in order to improve engagement.

I'd also like to mention that what sets PR apart from marketing in a typical PR campaign is that a public relations specialist should possess a broader comprehension of the sociological aspects related to their target audience. To craft an effective campaign, it is essential to gain some insight into the psychology of the target group.

Never forget that your most powerful channel is face to face. Townhalls, while they may take people away from their jobs for 20 or 30 mins are very powerful. But also think about lunch and learn sessions. I have found these to be very effective because they enable Q&As. And they're even more effective if you provide the food and beverages.

Start with outlining the goals of your PR campaign along with your target audience. Consider the demographics, interests, and behaviors of your audience. Then, identify where they are most active. Is it social platforms, industry-specific forums, or relevant media outlets? Early on, consider analyzing your competitors' PR strategies to identify effective channels. The best practice is to leverage a mix of channels: traditional media, online platforms, influencers, and events to reach a broader audience. Once launched, monitor and analyze the performance of each channel so that you can adjust your strategy and maximize the impact of your PR efforts.

Don't get too bogged down with measures. Heard of the phrase paralysis by analysis. In the words of Nike - just do it. This doesn't mean you just 'spray and pray' - as you can do really effective measures using straw polls, and even using a series of vox pops video and putting them straight onto the intranet (make sure you use permission forms though).

If your campaign becomes a set-it-and-forget-it effort, there's most likely a key missing ingredient: feedback. The right channels for a PR campaign should have a feedback loop. This allows you to test, tweak, and iterate however necessary to meet your objectives. If something isn't having the desired effect, ask 'how can this be made more effective,' or 'do we need to change course?'

When it comes to public relations, I firmly believe that a crucial aspect of the job entails the establishment and maintenance of robust relationships within the PR industry. This is because trust and credibility are invaluable assets in this field.

Selecting PR channels is like choosing the right vehicle for a journey. To make the right choice: Understand your audience deeply. Define your campaign goals clearly. Match your content type with channel strengths. Analyze competition. Experiment and refine as needed. By following these steps, you'll navigate the PR galaxy like a pro.

Most company like to produce annual campaigns. These are usually managed by HR who, in my experience don't like you messing with their 'subjects' for PR purposes because they feel you my 'fatigue' them with too many things to think about. In my experience, though, staff don't mind completing a relatively short questionnaire. Designed well, it will provide you with great feedback on the effectiveness of your campaign. And, if you offer an attractive prize in a free draw, you'll find that the number folks taking part increase.