MAKING OF A MEDIA CAMPAIGN
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build a relationship with media contacts for coverage or gain traction on a social media campaign. It is important then to be very realistic with your goals and expectations.
Most consultants work on a
“ Ultimately, the success of a media campaign relies on relationships— between you and your PR team, you and your staff and, finally, you and your customers.”
retainer basis, based on the scope of work involved: for national coverage( e. g., Wall Street Journal or TODAY Show.) Outside costs also need to be factored in, which include expenses from generating quality photography, video, website creation, media buying, event costs and more.
To track the return on your investment, measure advertising and editorial value of coverage, as well as track website and social media visits. Locker recommends setting up Google alerts to track your clips( a free service).“ Part of the strategic plan is to create a specific call to action that can help measure who is seeing what, where and when,” says Rogers.“ One should measure comprehensively as well because content is king. You can measure the tone of articles and tone of content of your Facebook page.” Ultimately, the success of a media campaign relies on relationships— between you and your PR team, you and your staff and, finally, you and your customers. Nurture these relationships through consistent communication and the benefits to your bottom line will come, and stay.“ Those who do short-term or start-stop media campaigns fall off the radar a lot more quickly,” says Rogers.“ Their brand equity is not as strong, and when times get tough, they will be the first to unfortunately fold. Those who understand the importance of long-term, regular communication and awareness will [ most likely be ] successful, because they will always be top of mind and have cultivated a strong following to sustain [ them ], in good times or bad.” ■
RACHEL ZAWILA is the assistant editor of St. Anthony Messenger magazine in Cincinnati. She has previous journalism experience in the spa and wine industries.
CASE STUDY:
Skin Authority
Campaign: Feature Segment on MSNBC’ s“ Your Business”
PR: Locker Public Relations
Goal: International and national exposure for Skin Authority’ s personal approach to customer service
TARGET AUDIENCE:“ Your Business” viewers. PROMOTION PLAN: Pitched story idea in December 2009; shot the video in April 2010 and saw video aired in June 2010. Networked with show producer; provided detailed, stat-heavy pitch; sent producer a follow-up communication; coordinated shoot date; prepped Skin Authority team prior to actual video shoot; provided producer all answers needed leading up to segment airing. SUCCESS RATE: Web traffic increased 100 percent on the day the segment aired. Dozens of congratulatory emails and letters to Skin Authority’ s CEO Celeste Hilling. Shown the video to potential clients as well as during speaking engagements.
48 PULSE ■ March / April 2012