Public Relations Campaign of Illumination Esports

How to create a Public Relations Campaign

1. Identify the objective(s) of your PR campaign

Start by determining your objective or objectives in creating and carrying out a PR campaign. An objective represents the desired result of a project.

* For example, your IT company plans to release a new software program designed specifically for HR management and recruitment efforts. You define the following as key objectives for your PR campaign:

To spread awareness of our new HR software to new and existing customers

To increase overall brand awareness of our company and engagement with our business

2. Define your target audience for your PR campaign

Think about your target audience for your PR campaign and what they value. Depending on your PR campaign objectives, you may have multiple target audiences you want to reach.

* Here is an example target audience for a home appliance company aiming to increase their brand awareness:

People aged 25-65+ who want to invest in quality home appliances they can rely on to last

People aged 55-65+ who want simply, easy-to-use appliances that get the job done

3. Create S.M.A.R.T. goals to accomplish your objective(s)

S.M.A.R.T goals refer to specific, measurable, attainable, relevant and time-based goals. By using the S.M.A.R.T goal method, you can ensure you create reasonable goals to accomplish your campaign objectives.

* This is an example of S.M.A.R.T. goals that a local plant nursery may use to enhance local interest in their business:

Pay for advertisements in the newspaper and a billboard advertisement for the months of February and March to notify local gardeners of our services and get them excited for the coming growing season. Measure the success of advertisements by asking customers to fill out a survey about how they heard of us.

Contact the owner of the downtown community garden by March 1 to suggest a collaboration. Provide free transplants to the community garden and host a community planting day on May 1. Provide each participant with a discount coupon for the nursery and measure success by how many discount holders purchase from the nursery.

Create an official plant nursery blog that customers can access through the website. Develop five blog posts between February and March about nursery activities, spring planting tips and the ease of starting one's own garden. Share blog posts on social media channels and measure success by page views and site visits.

4. Decide on an appropriate time frame for your campaign

The time-frame for your PR campaign affects the scheduling of individual events and campaign activates. It also helps ensure that you and your team adhere to specific deadlines. PR campaigns usually last between a month, few months or a year depending on your goals and objective(s).

* For example, a campaign timeline for a retailer that wants to launch a rebranding initiative may last between six months to a year so it can fully redefine its brand.

5. Establish the activities to use for achieving goals and overall objective(s)

To achieve campaign goals, PR professionals complete press releases, write blog posts, highlight customer testimonials, create video tutorials, create infographics and advertisement layouts and other activities. By establishing one or more activities to complete in order to achieve your goals, you can ensure that you do what you can to meet your goals and your overall objectives.

* Here is an example of how to establish goal activities for a new restaurant:

Goal One: Sponsor a local event to spread awareness

Coordinate with local sports stadium

Create an event flyer

Design a restaurant logo sign to draw attention to the booth

Serve four of our best appetizers

Give visitors a discount ticket and sample menu for our restaurant

Goal two: Pay for local billboard and newspaper advertisements

Determine budget allowances

Establish start and end dates for advertisements

Create a newspaper advertisement

Create a billboard advertisement

Contact local newspaper about ad space and pricing

Negotiate billboard space and pricing with the billboard company

6. Set time frames for each activity within your campaign

Setting specific time frames for each activity within your PR campaign ensures you adhere to deadlines and also helps you determine whether your overall campaign timeline works.

*Here is an example of set time frames a business establishes to enhance public knowledge of their new product:

Press release sent out on March 26, 20xx

Customer tutorial videos filmed between March 5, 20xx, and May 5, 20xx

Company blog completed and launched on March 28, 20xx

7. Create team roles to carry out campaign activities

Because PR campaigns include content creation, media relations, advertising initiatives and other activities, team leaders need to divide responsibilities among their team and assign team members projects based on their skills.

*These are some examples of team roles you may assign to delegate tasks within your PR campaign:

Media spokesperson

Event planner

Advertising specialist

Graphic designer

Content writer

Campaign analyst and researcher

8. Determine methods for tracking campaign progress

Once you understand your objectives, goals, timeframes, and activities for your PR campaign, determine how you want to measure the progress of your campaign. This may include tracking and recording site visits, social media following numbers, product purchases and other items in the aftermath of certain PR campaign activities.