Welcome to today's interview with Mary Pedler, the Founder of a Dubai-based Input PR & Marketing agency. With 7+ years of experience in tech communications, Mary has witnessed both the successes and failures of various PR campaigns.
Today, we will delve into a thought-provoking topic: the valuable lessons that can be learned from unsuccessful cases. In our conversation, Mary will shed light on the reasons behind campaign failures. She will also explore how these setbacks could have been avoided if the clients had a deeper understanding of the working process and noted some simple yet powerful PR tips.
What should be done for an effective PR campaign? What mistakes can be made at the first stage of preparation for pushing the news?
Launching a successful PR campaign requires meticulous planning, timely execution, and strategic outreach. However, certain mistakes can hinder its effectiveness, particularly when clients provide the news inaccurately or at the last minute.
By understanding the key stages of the campaign and avoiding common pitfalls, PR professionals can ensure their campaigns achieve the desired results.
It is crucial to address informational requirements well in advance. Ideally, agencies should receive PR news from clients at least a week before the intended launch. This timeline allows PR professionals to engage top-tier journalists promptly and offer exclusive materials.
Building relationships with journalists and respecting their timing ensures effective communication, resulting in quality content that attracts wider media coverage. Conversely, demanding immediate news releases almost certainly fails to generate a viral effect.
Have there been times when one campaign or another failed? What happened?
Despite striving for success, PR campaigns may encounter obstacles. A notable instance from my experience involved receiving time-sensitive product releases and investment news that required immediate publication.
Top media outlets, including TechCrunch, Business Insider, and The Wall Street Journal, expressed interest but requested a week for thorough evaluation and communication with the project. However, this timeline did not align with the client's expectations — we only had 48 hours to publish the news. The announcement on social networks was planned to go live very soon.
To expedite the process, the agency employed a paid press release distribution while simultaneously reaching out to journalists under embargo. This approach yielded many publications worldwide but not in top-tier media that only demand exclusive news.
The anticipated viral effect was not achieved. Journalists were reluctant to cover news delivered through press release distribution, demonstrating the need for a more time-intensive strategy.
How could this have been avoided?
While the mentioned campaign may appear successful on the surface, several factors hampered its true potential. Journalists, with their distinct deadlines, demand sufficient time for interviews with the team and thorough research.
By granting journalists more time, the news could have garnered significantly more coverage through exclusive publication. Additionally, proper preparation plays a vital role in ensuring future news virality.
Can you share more tips for preparing a new campaign?
Certainly, to maximize the impact of a campaign, I find it crucial to follow these key steps.
1. Collect reliable facts
Analyze the necessary information and identify why it is relevant to the target audience and media. Provide accurate and verifiable facts to the agency before reaching out to large media outlets.
2. Prepare proof of funds
If the campaign involves investments, ensure the availability of proof of funds, especially in crypto projects. Any discrepancies between the verification link and the press release must be addressed to maintain credibility.
3. Conduct interviews and Q&A
Prepare both the fund and project representatives for potential interviews with journalists. Compose a comprehensive Q&A document to assist media professionals in crafting accurate and engaging articles.
4. Outline a future roadmap
Include information regarding the allocation of funds and a roadmap for the upcoming year, showcasing the project's vision and long-term prospects.
By embracing timely planning, proactive engagement with journalists, and thorough preparation, PR professionals can ensure the success of their campaigns.
Avoiding last-minute tasks and providing sufficient time for journalists to create quality content paves the way for increased media coverage and a potential viral effect.
Implementing these strategies and learnings will enable PR agencies to achieve their desired goals and maximize the impact of their campaigns.
