What Businesses Need to Know Before Buying PR

Tara Figg
 Posted on 20, Jan 2023

Starting a successful PR campaign requires careful planning and strategy. It is important to understand the basics of PR and how it works in order to ensure that your campaign will be successful. We can break it down into 3 key areas that we’ll be discussing in this blog:

  • Establish your goals and objectives – Before you start any kind of marketing or promotional activity, it is essential to have a clear understanding of what you want to achieve with your PR campaign. This will help you create an effective strategy and plan for success.
  • Know your target audience – Knowing who you are targeting with your message is key when creating a successful PR campaign. Identifying the right audience will ensure that your message resonates with them and they take the desired action from it.
  • Understand the media landscape – Knowing which publications, channels, or influencers are most relevant for your message is essential for getting maximum exposure for your brand or product. Doing research on the media landscape can get your content to the right place.

Goals and objectives

Before launching a PR campaign, it is essential to understand what you want your campaign to achieve. Identifying the goals and objectives of your PR campaign will help you develop an effective strategy that will ensure you reach those goals. By setting clear goals, you can measure the success of your efforts and make the necessary adjustments. This will ensure that your PR campaign is successful in achieving its desired results.

Developing the right PR strategies is essential for any business. Without a clear understanding of your goals and objectives, it can be difficult to create effective PR plans that will help you reach your desired outcomes. Identifying your goals and objectives will provide you with an understanding of what you need to achieve, and how best to use PR tactics in order to reach those goals. By identifying these objectives, it allows you to develop strategic plans that are tailored specifically for your business and its needs. This ensures that all of your efforts are focused on achieving the desired results.

Every industry - and every company within that industry - has different needs, goals, and future plans. You’ll want to sit down and map out exactly where you are, keep in mind where you came from, and figure out where you want to go. “I want to make money!” or “I want a successful company!” isn’t specific when it comes to PR. How much money? Doing what? Offering what products or services? What does success even mean to you? These are all questions you need to answer.

Let’s take a look at two very different examples. Marcia has started a new fragrance line that utilizes only organic ingredients. Jackson has started a new tech company that creates apps for investors. These are unique businesses with unique goals and needs. Marcia wants to get her fragrance line into organic grocery stores, gift shops, and at major retailers both online and in store shelves. Jackson wants to get thousands of investors to download his apps.

Marcia does market research and finds that several manufacturers and brands of fragrances have seen success from TikTok ads. Her research finds that the majority of consumers clicking on these ads are women between the ages 16 and 40 - that’s her target audience! Marica has found a match. Will that work for Jackson? Maybe. But his market research shows that investment apps and tech companies like his are seeing more conversions from Twitter ads, and they include his target audience, which is mostly males between the ages of 23 and 50.

These are just examples, but it gives you an idea of what to look for when planning your own PR campaign. That leads us directly into our next subject, which is learning all about your target audience.

Know your audience

PR is all about getting the right message in front of the right people - like Marcia marketing her organic fragrances to female TikTokers and Jackson utilizing Twitter ads to promote his investment apps and tech company. It is vital to know who your intended audiences are and how to reach them. If Marcia doesn’t know where to find the type of consumer likely to purchase an organic fragrance, she won’t make any sales. If Jackson doesn’t know who is interested in downloading an investment app, he won’t see success.

Knowing your intended audiences helps you create messages that are tailored to their needs and interests, which will make them more likely to respond positively to your message. Understanding the target audience also helps you identify the most effective channels for reaching them, such as traditional media outlets or digital platforms. By understanding who your intended audiences are and how best to reach them, PR professionals can ensure that their messages have maximum impact.

We talked about digital advertising for both these business owners - but let’s go back to Marcia’s dream of seeing her fragrances on organic grocery store and gift shop shelves. For this arm of her PR campaign, she’s going to want to consider more traditional media outlets. Say she knows that most of the owners of her area’s organic grocers read a certain magazine: she could place an effective ad to get their attention, for example.

Whatever the case, sometimes reaching your target audience through a PR campaign can be challenging. Knowing what news they read and watch, what social media sites they use, and how to engage them is essential. With the help of AI-driven analytics, it is now easier than ever to gain insights into your target audience's behavior and preferences. By leveraging AI-driven analytics, you can better understand what news sources they prefer, which social media platforms they are active on, and how to best engage them with relevant content. This will enable you to create more effective PR campaigns that reach the right people at the right time with the right message.

In addition, as your business grows and changes, so will your PR needs. Let’s go back to Jackson - he’s just launched a new app that allows users to search short term rental investments in their area. It’s an exciting market, but it might be different from what he’s used to marketing. Now, instead of merely investors and techies, he needs to reach out to those in the real estate industry. He might take out an ad in a popular real estate magazine, join multiple Facebook groups that focus on short term rental investment, or pursue other avenues to reach this new branch of his audience. But it’s key that he does so. When your business changes, you need to change with it to expand your reach.

Know the media landscape

We’ve talked about utilizing different types of media for different types of products and services - and that’s exactly what we mean by knowing the media landscape. What works for one company or industry might not be as effective for another. So how do you figure out which media outlets are the best choices for your business?

One key step is to research each and every different type of media outlet. This may be time consuming, but it’s worth it to have the knowledge about what works where. Consider Marcia’s organic fragrances. Once she’s identified her target audience, she needs to know where they shop, what apps they use, and what type of online content they’re interested in. Jackson needs to know where his target audience goes for tech news, investment data, and real estate updates. That’s a lot to know. This is an instance when you may decide to depend upon the expertise of a professional PR agency - more about that later! 

Another important step is to identify key PR messages that you want to promote. This will help you narrow down exactly what you want to say and exactly who you want to say it to. You’ll want to create a consistent message that is communicated throughout your entire campaign. This will ensure that all of your efforts are focused on the same message, which will make it easier to get your point across and reach a wider audience. It also helps you create content that resonates with your target audience and gives them something to remember about your brand. By taking the time to identify key PR messages, you can ensure that your PR efforts are more effective and successful in the long run.

Identifying your key messages leads to figuring out how to spread that message. When organizing a PR campaign, you’ll want to think about your team and resources. You may have a mid-sized or large company with an in-house PR team; but maybe you’ve just expanded into a new market and their experience there is limited. For this scenario, you might want to consider bringing a professional agency on board. Professional PR agencies have the knowledge and resources to build and run a successful PR campaign. With their vast experience in the field, they understand the nuances of public relations and can handle any situation that may arise. They can even share information with your in-house team to help educate them for future campaigns.

For smaller businesses, professional PR can be absolute gold. These agencies have access to a wide network of contacts and media outlets which gives them an edge even over a larger company’s in-house team. Professional agencies also have access to cutting-edge tools that can help them craft effective campaigns quickly and efficiently. For a startup or growing business, professional PR can greatly increase your network.

Part of understanding the media landscape includes creating a budget for distribution fees, news wire services, copywriting services, and news media monitoring services. Knowing how much you’re willing and able to spend on these services can help you determine the best way to reach your target audience. It can also help you make sure that you don’t overspend on any one service or item. By understanding the costs associated with each of these services, you can ensure that your PR campaign is successful and cost-effective.

With this, it’s important to recognize that you get out of your business what you put into it. When considering your PR budget, keep in mind the fact that a successful PR campaign can significantly grow your business and often easily pay for itself. You’ll gain new contacts and customers that you never would have had access to without PR.

Knowledge is power

It’s cliche, but true: the more you know, the better you’ll do. Know your target audience. Know what they want and how you can offer it to them. Know where they shop, what apps they use, what content they prefer, and figure out how to reach them. Know what messages you want to send and how you want to portray your company. PR is a chance for you to tell your story and take control of your own narrative - so hone your tale and decide how you want to deliver it. Know your market, your industry, and your media options. Know your budget and what a successful PR campaign is worth to you.

A well-thought-out PR campaign can boost your company, manage your reputation, keep your customers - and potential clients - informed about any updates, and spread the good news about your company’s progress.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.  

For more information about Imperium Group, please see


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