Essentials to a Great PR Campaign

Every Successful PR campaign starts with a solid plan and understanding of how public
relations works. Let's start with the basics.

Pitching the Media

What is Public Relations? In the simplest of terms, good PR is a marketing tool
that encourages the media (newspapers, magazines, TV, radio, Internet) to report
information about your products, services and ideas so that more people are exposed
and positively influenced to consume or purchase these items from the marketplace.

Product and Story Placement PR: ShapiroPR specializes in helping clients garner
media and consumer attention through product photos, write-ups, stories and articles
placed in magazines, newspapers, TV, radio and the Internet.  The result is essentially
journalist-endorsed, free advertising to thousands and sometimes millions of people, so
everyone with something to sell naturally wants a piece of the action. It is the expertise
of a public relations consultant to help distinguish a client’s product or service from the
thousands of packages and ideas that journalists receive monthly, and get the client
onto their radar for coverage consideration and story placement.  Many of the stories
you see in the media were hand-picked and developed by PR professionals.

The Public Relations Process: The main thrust of PR is to generate enough
interest around an item so that journalists feel that a story is “newsworthy” for
coverage in their work as part of the editorial. In the best case, a journalist will take an
idea or product and want to cover it immediately and this does happen when the
journalist’s agenda and the story idea are aligned. But generally speaking, successful PR
requires time, tenacity and attention to fulfill the ultimate goals of a campaign. The PR
payoff is a heightened media profile that can be leveraged to build more business.

Campaign Logistics

Goal Assessment: One of the first questions I ask a prospective client is, “What are
your publicity goals?”  This is the best way to determine if my services can match your
objectives and if we can collaborate successfully towards shared goals.  Successful PR
campaigns require clear expectations to help ensure that campaign results clearly map
back to publicity goals.

Client Communication: I believe in treating people how I would like to be treated.  
In a professional relationship, my clients can expect honesty, understanding and regular
communication about their campaigns.

Comprehensive Press Kits: The press kit is the industry tool used to succinctly
present the newsworthy elements of a product or concept to the media.  ShapiroPR
takes the best aspects of the client’s expertise and product to create a media-ready
press kit complete with current press release, product details, intellectual concepts,
story ideas, background information, biography and visuals.

Fresh Story Ideas and Angles: Media interests and directions are constantly
changing and it is the PR professional’s job to identify and understand the trends and
how a client can leverage these trends to drive exposure and product coverage.

Understanding Lead Time: The time that elapses between the time that a
journalist agrees to cover a story, and the time it actually appears in print, is the
journalist’s lead time.  Every type of media outlet has a lead time that they follow to
develop stories, which can typically range from a month at the minimum to as long as a
year.  For this reason, pursuing a couple of months of PR is not a good publicity
strategy because successful PR needs time and momentum.  PR is best viewed as a
business investment where publicity is garnered over time to bear more and more fruit.
Publicity Begets Publicity.

Media Relationships & Follow-Up: Journalists and writers are inundated with
press submissions, phone calls and information on a daily basis.  ShapiroPR bridges the
gap between the media and the client to attain publicity through solid media
relationships, good stories, effective delivery and continued positive communication.
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