PR Campaign Planning


Creating a strategic PR plan

Creating a strategic PR plan

Creating a strategic PR plan

A strategic PR plan can help you move beyond rushed press releases and piecemeal media placements to get real results from your PR efforts.

To get started, simply follow these seven steps:

1 Set a baseline

The best foundation for any strategic PR plan is a firm understanding of previous efforts.

Start by benchmarking the strength of your brand in the marketplace with a brand audit, and ensuring you have a clear communications strategy in place.

From here, you can map out previous media coverage, take note of successful story pitches from the past, and consider the strength of existing relationships with journalists, bloggers, and other media figures.

Aside from editorial media, analyse the strength of your web content and social media to get a sense of what is working and what needs to be changed. Platforms like Google Analytics and HootSuite can help you pinpoint content that is performing well and determine the qualities that helped it to appeal to your audience.

2 Determine goals and objectives

Once you have a clear picture of past efforts, you can decide whether you want to extend PR activity in a similar direction, or find a new approach.

Your overarching goals should be firmly aligned with a business and marketing plan — be this supporting the introduction of new products, expanding into a new area, establishing your expertise, raising brand awareness, or just boosting your bottom line.

These strategic PR goals should then be distilled into specific and measurable objectives, such as increasing web traffic, getting coverage in top tier publications, or boosting your social media presence by gaining a certain number of engaged followers.

Consider tying your goals to the SMART framework by making sure they are Specific, Measurable, Achievable, Realistic, and Timely.

To set measurable goals, you will need to consider how to track the results of your campaign. This might mean looking to specific metrics like the number of articles placed in top tier media publications, orders for a new product or service, mentions on social media, website traffic, or the amount of press clippings that mention your company.

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READ: How to set your PR campaign objectives

3 Establish target audience

With your goals and objectives in mind, consider the decision-makers that can turn the tables of fortune in your direction — the individuals, groups and communities that have the power to choose your product or service.

Examine the demographics, psychographics and digital behaviour of your ideal buyer, and create buyer personas. The more you know about your target audience, the more you can tailor your strategy to be effective.

Depending on the nature of your business, you might consider these aspects of your target audience:

Location — Are they city slickers or country bumpkins? Knowing where your audience resides will help you pitch stories to the right publications, and tailor online content to the right locality.

Media habits — Do they read specific paper publications, or prefer to digest content online? Understanding the type of media your target audience engages with will tell you which media figures are worth pitching stories to.

Characteristics — What interests do they share? Knowing what makes your target audience tick can help you identify what sort of messages are likely to resonate with them.

4 Create clear messages

With a clear idea of your target audience, you can craft key media messages to appeal to them.

The brand voice, language, and approach of your messaging will form the backbone of your campaign and guide all the content you create — whether that’s a pitch, press release, or social media campaign.

This messaging needs to reflect what the PR campaign is trying to achieve, and it should be concise, easy to understand and memorable. The messaging should also mesh with other marketing and communications activity including advertising.

creating the right messaging
5 Match the message to the channel

Once you have your key messaging, you can determine the type of content and preferred distribution platforms.

Find the paper publications and the digital stomping grounds of your target audience, decide which ones you will use to disseminate your message, and begin to build a media list.

Your choice of channel should be based on your target audience. Bear in mind that demographics can change, with audiences across social media channels constantly in flux as the services evolve, and traditional magazines pivoting over time to attract different groups of people.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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6 Distribute content

Once you have a small number of focused channels, check the editorial calendars of your target publications — whether mainstream media or digital creators — and consider the pitching deadlines in advance to create a content schedule.

The ideal schedule will consist of content published at regular intervals throughout the year. Consistent media coverage is more beneficial than singular events, creating a steady stream of engagement that draws more leads into the top of the funnel and boosts growth.

7 Measure success

The final step of a strategic PR plan is very similar to the first: reviewing your objectives and measuring the results of your efforts. Compiling analysis of media activity across different platforms into a single report will then form a clear foundation for the following phase of PR.

Need help creating your own strategic PR plan to attract new customers, enhance your reputation or boost brand awareness?

Get in touch with EC PR

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide to B2B PR Campaign Planning

READ this Tech PR case study: How 2i found its voice: The 18 benefits of a communication strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

PR Campaigns to demonstrate value

PR Campaigns to demonstrate value

PR Campaigns to demonstrate value

Showcasing the value of your products and services is a critical aspect of PR campaign planning.

PR campaigns that demonstrate value help your prospects stay engaged as they move down your sales funnel, closer to making a purchase.

The campaigns that do this most effectively, draw attention to both emotional and rational benefits – demonstrating the tangible results of your product or service with data, alongside the emotional wins.

b2b pr campaigns to showcase value both rational and emotional benefits

Painting a clear picture of both these types of benefits is best achieved with several different types of targeted content.

Data-driven thought leadership

Thought leadership content typically either answers questions commonly asked by the target audience, or gives opinions on industry trends.

This type of campaign is a powerful tool to elevate your brand’s reputation as an industry authority. And when it is driven by data, it underpins your authority with a rock solid foundation.

Unique and specific data not only makes for some hard-hitting editorial coverage, but also, creates credible pitches to journalists – helping your campaign stand out amongst the flood of vague articles and ‘fake news’ that currently inundate the media.

Very often, the data underpinning your content can be repurposed from existing business intelligence. For example, instead of investing in new data collection with labour-intensive surveys, mine your existing research for relevant stories, or transform it into unique whitepapers, blog posts, and webinars.

With the dab hand of a designer, your data can add a visual dimension to your content, to enhance its credibility, with charts and infographics.

If possible, consider integrating your data into your own content – as a key part of your marketing. For example, cybersecurity software firm Kaspersky feeds data from its operations to the website—creating an eye-popping interactive visual that brings the virtual battlefield of cybersecurity to life by showing each attack the company detects with brightly coloured beams.

Kapersky cybersecurity interactive cyberthreat map
PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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Promote your PR Case Studies

Case studies offer the clearest demonstration of value by proving that your product does what it claims to.

This single, yet very effective,  marketing tool can fulfil multiple objectives—answering questions about the product to address hesitation, demonstrating use to alleviate concerns that the solution might not work, and delivering social proof by associating the brand with reputable customers.

Case studies that are effective in Illustrating both the emotional and tangible benefits often employ storytelling techniques to frame the customer journey.

The most powerful blueprint for storytelling was popularised by Joseph Campbell.

His hero’s journey is a narrative archetype in which a hero is called to adventure, goes on a journey into a strange new world, faces a series of challenges, and eventually returns home changed.

In PR case studies, this narrative arc can be used to show the struggles and the problem that your customer is experiencing, and then how your product or service helped the customer overcome it.

Because stories are more memorable than pure data, your stories will remain lodged in the mind of prospects for longer, and have a more powerful impact on the perception of your brand.

Editorial PR case studies

Case studies sharing the positive impact that your company has had on clients are more hard-hitting when placed in trusted publications. Earned media is widely considered to be the most trusted form of advertising, with 92% of consumers trusting editorial articles, while only 50% trust paid ads.

Editorial case studies are typically less data-driven and more focused on sharing experiences than sales case studies, but play a key role in keeping your brand or product top of mind during the consideration phase with placements in trusted publications.

b2b pr campaigns to demonstrate value and referred

PR Referrals and endorsements

Referrals are some of the most valuable leads that it is possible to acquire, and the right PR campaign can play a key role in maximising the chances of referrals by publicly demonstrating the value of your brand.

There are two types of referrals:

Direct referrals come after working with someone personally and are based on direct experience

Reputation-based referrals come when someone recommends your company based on its position in the industry and reputation. These types of referrals may come from people who have never used your product or service, but have been exposed to your brand and are aware of your industry expertise.

Social media has hugely amplified the ability to win reputation-based referrals. Previously, a pleased customer might have mentioned your brand in conversation for a couple of weeks after buying.  Now, they can post online where it can have a bigger, more immediate ripple effect and remain in place for months  .

Placing content on social media is a critical part of generating a broader, positive consideration about the brand, and nurturing the goodwill that will eventually create referrals to boost your bottom line.

As part of your overall campaign planning strategy, the right type of content, catering to all stages of your marketing funnel, means the value of your brand will remain distinct; right from the moment your prospect becomes aware of your existence, to the moment they convert and make a purchase.

Join our #B2BPR tribe:

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READ How to create a clear B2B PR LinkedIn Strategy

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PR Campaigns to build engagement

PR Campaigns to build engagement

PR Campaigns to build engagement

Besides an agreement to marry, being engaged also defines the act of being ‘involved’ with something or someone.

In the marketing world, how engaged your audience is depends on how deeply they relate to your company and how interested they are. 

Are your customers loyal and passionate advocates of your brand? Or are they cynical and distracted?

Having a brand, with an engaged audience is the key to long-term sustainability in your market. This can be facilitated with PR campaigns focused on building engagement. 

What is brand engagement?

Brand engagement is one of the main objectives often defined in a communications plan. If you’re planning a PR Campaign, then ‘engagement’ is likely to be high on your list of PR Objectives.

The term brand engagement is often loosely defined as: emotional commitment, loyalty and a shining reputation that spreads rapidly by word-of-mouth.

Social media engagement

There are many tools to help measure communications engagement, and on social media, this engagement can easily be monitored through interactions. Shares, comments and likes represent a direct feedback loop from customers, telling you how well individuals interact with your content.

Website engagement

With articles and blog posts, engagement can be measured with metrics like scroll depth which measures how far down a visitor scrolls, time on page, and number of comments. Although these metrics can give a false impression when viewed in isolation, when combined they paint a clear picture of engagement.

PR Campaigns to build engagement honey
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Discover how EC-PR helped Concirrus become a leading voice amongst their target audience

How to create a PR campaign to build engagement

PR campaigns which are focused on promoting engagement, rely on content that is interesting, positive, insightful and actionable. This approach should be supported by a strategy that’s designed to spark positive conversations about your brand.

PR campaigns to build engagement dolphins

Be Positive

Campaigns and content which arouse emotions like excitement and wonder are shared more often than content eliciting a more negative response. This was revealed in research from Berger and Milkman, which analysed thousands of articles from New York Times to find the factors that fuel shareability. The results showed a strong relationship between virality and content that evokes positive emotion.

Content with a positive outlook – inspiring awe and wonder – is naturally more contagious and likely to start conversations. On the flipside, content evoking anxiety or anger was found to be more shareable than articles that served to confuse or sadden the audience.

Be Insightful

Campaigns and content that educate your audience and provide insightful answers to your audience’s burning questions invites engagement by sparking conversations.

This content can be delivered in the form of thought leadership articles which give expert opinions on industry issues, and answer commonly asked questions to help build and grow your brand into the industry authority on such matters.

At the same time, demonstrating expertise and credibility can help with your brand positioning by showing your audience that you understand the plethora of possible solutions available, and the pros and cons of each.

Case studies can bring insights to life by relaying direct experiences — acknowledging the audience’s problems and re-living emotions by bringing the problem to life, and then using the classic arc of the hero’s tale to show how it can be overcome.

Be Actionable

Articles that make the rounds on social media are often not only insightful, but actionable.

Content and campaigns that can easily be actioned, generate more engagement because they can have a direct impact on people’s lives; leading them to share their own experiences so they might contribute to solving other people’s problems. According to a study from The New York Times, The Psychology of Sharing, over 90% of social media users assessed the usefulness of a piece before sharing it.

So, along with shining a light on the problem, actionable content should be clear in highlighting a solution, by providing clear advice on how to surpass the struggles. For maximum impact, your advice should be extremely practical and very different from what your market competitors are offering.

Engaging with your audience on social media

Unlike the past when only those in PR or media could easily voice their opinions on products and services, blogging sites and online review platforms have now created a shared narrative — opening a two-way street of communication which is plastered across the internet for all to see.

According to Accenture, 94% of B2B buyers begin their journey online, either sifting through discussions on social media, or reading user reviews and editorial or branded content.

To shape these discussions and ensure that the content you are sharing is getting the best possible reception, you need to be consistently engaging with your audience on relevant social media platforms like LinkedIn and Twitter.

Exactly how you engage will depend on your brand personality and tone of voice. You might be sassy with hot takes, or you may be more helpful and sincere.

By joining the conversation on trending topics, you can establish your brand expertise and demonstrate authority by hosting ‘ask me anything’ (AMA) sessions or curating relevant content. Asking questions to get to know your audience and responding to customer service requests creates a shared narrative, helping to humanize your brand and form relationships with industry influencers to help drive engagement.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Whatever campaign direction you choose to take, and whatever your objectives are, supporting your editorial and branded content with a clear social media strategy will swing the engagement algorithms in your favour, helping you to build a community that follows your brand’s every move. The bigger and more engaged your audience is, the more likely it is that every piece of content you create will spread further and feed into prolonged, positive conversations about your brand.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide: B2B PR Campaign Planning

READ How to create a clear B2B PR LinkedIn Strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

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8-Step Communication strategy guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.

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How to use PR campaigns to build trust

How to use PR campaigns to build trust

How to use PR campaigns to build trust

Trust is a precious commodity, developed and banked with your audience over the course of thousands of interactions and touchpoints.

The more honesty and helpfulness infused in each of these interactions, the more trust that is accumulated. Until eventually, you’ve transformed from an ambiguous stranger, to a helpful ally, and your audience are prepared to buy critical products and services from you.

In today’s world however, trust is in scarce supply. The 2020 Edelman Trust Barometer revealed that trust in businesses and governments has significantly eroded since 2012, with the tech sector suffering the largest loss of all.

PR is a powerful tool for building trust by communicating clear brand values and promoting positive engagement. PR campaigns aimed at building trust should be based on a three-step process of educating, influencing and persuading.

Educate with Thought Leadership

Strategic thought leadership content helps build your authority and establish your brand as a brand worth listening to.

White papers

White papers in the form of in-depth reports backed by original data, or guides showing a deep knowledge of the problem, can demonstrate understanding and build authority by helping your prospects to solve a problem or make a decision.

Thought leadership

Thought leadership content gives your company a chance to demonstrate its credibility and earn trust by sharing your expert opinions on industry topics. This might be through well-written articles placed in household publications which are read by the target audience or talks at well attended industry events. With the third-party endorsement of a prestigious publication or event, your business will have a trusted stamp of approval.

PR Campaigns to build trust - thought leadership
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Find out how EC-PR helped Selis strengthen credibility through thought leadership

Influence on social media

Social media is one of the best PR tools that your brand has available to influence customers and demonstrate trustworthiness.

This was quantified in a study by the International Journal of Research in Marketing, which found social media can help improve brand customer relationships by helping consumers to associate human characteristics with brands.

standing out and building trust using PR campaigns

By opening up a two-way street for communication, social media gives brands the opportunity to build trust and grow a community. Demonstrating expertise in this informal setting can help your brand to shake off the corporate mask, share a behind-the-scenes look at your business with your audience, and win a great reputation by quickly responding to customer service requests.

Several pioneering tech firms have given clear examples of how to build trust across a broad audience by using social media.  For example:

HP was the first company to hit one million followers on LinkedIn by posting relevant updates, industry insights, and inviting its audience to follow the page.
Microsoft has found great success building a community, by humanising the computer industry with real stories about employees on Instagram. In a series of social media posts, the software giant highlights the small ways that people are using Microsoft technology to change the world. They’ve created an important dialogue with customers by automating the brand-building approach by inviting its audience to share their own Microsoft stories and become mini-ambassadors for the brand.
Bosch sparked a dynamic discussion on Twitter by promoting the #LikeABosch hashtag, which turns otherwise unglamorous items like washing machines into a source of inspiration that creates prolonged interaction with their audience.

Persuade using free content

An audience that recognises your expertise and engages with you on social media can be drawn even further down your funnel, with strategic giveaways that demonstrate your value.

How-to-guides

How-to guides show that you understand your audience’s pain points and gives them a small taste of what to expect when they work with you. While it might seem that you are giving away your expertise, you are in fact helping the audience to justify their investment in your offering by providing insights into their problem and a clearly articulated solution – best applied by you.

Tutorials and helpful content

Helpful social media posts and tutorial videos can fulfil a similar function, showcasing your expert knowledge and giving prospects the opportunity to ask questions and engage with your brand. Inbound marketing platform, Hubspot uses this strategy to great effect giving away interactive guides and free educational courses to demonstrate their expertise and encourage prospects to purchase a paid service. At the same time, the free content acts as a lead magnet helping to build an email list for future marketing campaigns.

In a similar way, internet marketing tools and Software-as-a-Service platforms like Dropbox and Trello often employ the “freemium” model – a combination of “free” and “premium” to build trust by giving away a basic level of service. This helps grow an audience by providing genuine value before pulling on their purse strings.

Once customers are comfortable on the platform using the free model, they are then more likely to trust the same company, when they need a more enhanced version, rather than switch over to a different brand.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

As part of your PR planning, factor in the need to build trust. By educating your audience, engaging with them across different platforms, and addressing their needs, your brand and your company will soon have earned the trust required for a long-lasting relationship.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide: How to write a B2B press release

READ this Tech PR case study: How SELiS used press interviews to show Thought Leadership

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

PR Campaigns to help fill your funnel

PR Campaigns to help fill your funnel

PR Campaigns to help fill your funnel

The marketing funnel (also known as the sales funnel, or customer journey) takes prospects from an initial stage of awareness, all the way through to becoming a qualified lead, a customer, and hopefully, a loyal brand ambassador.

Along the different stages of the buyer’s journey (awareness, interest, desire, and action), PR plays a critical role. With engaging and relevant messaging, that meets their needs during each phase of the customer journey; a strategic PR campaign can draw more leads into the funnel, and ensure they willingly move through the cycle, to eventually become a loyal customer and advocate.

Awareness

The funnel begins with awareness. It’s a fairly simple concept; if your target market doesn’t know that you exist and have a solution to one of their problems, they’re not going to enter your funnel and become your customer.

pr campaigns to fill your funnel - awareness

This is why it’s necessary to begin your PR campaign with tools that make you visible and broaden your reach. Simply put, you need to set your brand up on platforms that your target market uses, and provide influential content, in the form of insights, white papers and thought leadership on subjects that matter to them.

Promote your knowledge and expertise by gaining coverage on specific media outletsblogs, websites, or traditional magazines read by your target audience – that firmly position your brand as the authority.

This media coverage can be supported with activity on social media accounts and pay-per-click ads. These tools are going to be your daily bread; the consistent things that need regular upkeep, maintenance, and engagement to direct people towards your high-quality, relevant content.

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READ: How to select the marketing tools for your integrated PR campaign (PESO)

Interest

When your target market begins to develop an awareness of your brand, they have taken the first step into the funnel. At this point, your goal is to get them to continue on through. To do this, you need to keep them engaged by building trust and demonstrating value.

This step in the buyer’s journey will focus on your potential customer’s problem and the range of solutions available to them; helping them to navigate the choices towards your brand. Now is the time to nurture your leads, paint a picture of their challenges using story-telling. Reach their heart and emotions with empathy and understanding using their language speak to them not at them. Then with authentic engagement and connection, walk them through potential solutions as their trusted adviser.

Today’s customers aren’t just looking for a product or service, they’re looking for connection, authenticity, value, and meaning.

When you take the time to nurture your leads and to provide value to them without asking them to buy, you’re building trust, relationship, and gaining their interest.

At this stage of the funnel, PR content should speak to the cares and concerns of your target market. What is on their mind? What do they need to know? Podcasts, videos, articles, and other educational and inspiring content can speak directly to your leads and provide them value, bringing them further down the funnel.
pr campaigns to fill your funnel - desire

Desire

By the time your leads have reached this phase of the customer journey, they know who your brand is and what it stands for (awareness), and they’re interested in it because you have connected with them, shown them you understand them, and gained their trust (interest).

You’ve also helped them to really pinpoint what their challenges are, and with that knowledge, they’re ready to find and purchase a solution. This is the time to showcase your products or services, and to offer them as the solution they need.

Fortunately, by bringing your leads through your funnel, you don’t need to do a lot of selling at this point. The prospect is already aware of your brand and has an interest in it already. Now that they desire a solution, they’ll know exactly where to turn.

Owned content can play a critical role at this stage.

Use your website and blog or social media to showcase your products and services and provide a smooth progression for leads, who might decide it’s time to visit your website and learn more about what you’re offering after being exposed to editorial placements or relevant external media coverage.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Action

At the bottom of your funnel, your lead is ready to convert and become your customer. This is the goal post, the finish line, the place where they take action.

Your lead finds themself on your website, looking at your products, feeling compelled to purchase, and yet there’s always that little nagging voice causing them to fear making the wrong choice.

At this stage, PR can provide the extra layer of comfort needed to make a decision. This can be created with content like reviews, referrals, and testimonials, that give your product or service a third party stamp of approval, and knock down that last barrier to your lead saying, “Yes!”

Done right, PR can not only help fill your funnel by drawing in more prospects, but also build the trust and emotional connection to your brand that makes your offerings the only possible solution in your lead’s mind.

Then, when the prospects come through the bottom of your funnel, they’re ready to stick around.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide to B2B PR Campaign Planning

READ this Tech PR case study: How 2i found its voice: The 18 benefits of a communication strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
Quality B2B PR Campaigns can engage and inspire you audience
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

The role of personas in your B2B PR strategy

The role of personas in your B2B PR strategy

The role of personas in your B2B PR strategy

Personas – an essential element of impactful communications

Effective communication is based on an in-depth understanding of your customer base. You need to know who your customers are and which channels they use to stay informed. You need to uncover their fears, pain points and ambitions in order to engage with them successfully.

To facilitate a better understanding of your customers, we create audience profiles or ‘buyer personas’. These are fictional representations of your customers that help visualise their needs, habits and objectives.

buyer personas are fictional representations of your buyers

We ask your potential buyers some of the following key questions:

  • What is your job title and key responsibilities?
  • Where do you go for professional insight? (i.e. LinkedIn, trade media etc)
  • What are your concerns? What keeps you awake at night?
  • What are the key capabilities or expertise you are looking for in a supplier/service?

This information informs the development of typical personas, that may look like this:

Persona illustration

Do I really need personas?

You really do. Without personas, your communication will be impersonal, completely untargeted and therefore ineffective. Personas guide the development of your key messages. They ensure you are targeting the right people with messages that are compelling and tailored to the specific stage of the buying cycle they’re currently at. They reduce waste and promote marketing/sales collaboration.

Personas are integral to campaign planning as they ensure that at every stage of the journey, customers receive an appropriate type of message that nudges them to the next stage of the buying process.

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Find out more about Personas in our guide: Your 8-step communication strategy

Flexibility and longevity

Personas should be a living and breathing concept, not a document to be produced and filed away. Individual personas should be updated over time, or new personas created, in line with your evolving business strategy and changing market dynamics.

Personas are essential to strategic B2B PR

In our experience, it is particularly important that personas, along with key messages, are socialised within the company to ensure that your marketing, sales and customer service teams internalise them and refer to them to guide their content and messages on a day-to-day basis.

The outcome

On a strategic level, personas are an important tool to ensure your communication is targeted and relevant to your key target audiences. Personas also help align your communication efforts with sales by tailoring messaging to specific stages of the buying process.

On a more tactical level, personas support your campaign planning by helping determine what type of message, content and format should be served throughout the customer journey to achieve maximum commercial results.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our essential guide: B2B PR Campaign Planning

READ this article: Communication without purpose is just noise

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download