If it’s your first foray into a PR campaign, it’s a good idea to set expectations for all involved. You may be wondering what components make up the program? How much time and resources will it require? When can we expect to see results?
A strategic PR program consists of many pieces, beginning with message development and proceeding through media tours, interviews, and potentially even writing articles for industry publications. Each of these opportunities takes a different amount of time depending upon your particular goals and circumstances.
Let's use a hypothetical example to illustrate how much time a PR program might take. An established software company is launching a new program but already has an established relationship with a PR firm. This company will want to spend time with the PR firm to fine tune product messaging and practice delivering that message to the media. They also want to heavily promote their new product to the media and decide to travel to New York monthly for media tours.
This PR program would take 3-4 days per quarter, plus additional travel time. The amount of time your PR program will take, though, will depend upon your needs and goals. Do you have more than one person who would meet with the media? If you anticipate multiple individuals, it’s a good idea to include them from the start. As you work with our team at SunStar Strategic to hone in on your message you want to make sure your story is told consistently no matter which member of your team is telling it.
The outcome of your public relations campaign will depend heavily upon your participation and availability, but there are a few things you can expect. There should be a big increase in the number of media mentions your firm receives in the first three months, particularly in the articles and broadcast interviews that have been identified as being relevant to your target audiences. Depending upon how your program develops, you may be considered one of the premier thought leaders in your industry within a year.
Call us at 703-299-8390 for a free consultation to discuss how SunStar can help you get discovered in this competitive environment.