Tracking public relations

PR is a continuous process. It starts with a carefully planned strategy. The first step of this strategy is figuring out exactly what the story is. Journalists are busy people; they will want to know as much as possible before they even consider covering the story.


It is important to consider what is 'newsworthy'. Working with an influential client, doing something for your community, and letting the public know about an issue which you have a deep understanding of are all good examples.


Speaking of journalists, a crucial part of your PR strategy is figuring out which ones to approach to cover your story. It is important to do some research around various publications, and whether your story fits into their remit. Local media is often a good first step, but take the time to look around at industry magazines and websites. It might also be worth taking a note of specific journalists who have covered similar stories in the past.


When it comes to writing press releases, knowing who you will be contacting is essential. Remember, journalists may be covering multiple stories and will be constantly battling deadlines so their time is precious. Giving them the most important information at the start of the press release and then filtering in other pieces ensures that the journalist will have all the information they really need within a handful of seconds. Quotes from those involved in the story are essential as journalists will look to use these in their articles.


PR is not just about press releases and calling journalists. There is a great deal more that goes into a campaign. Social media is so vast that it is impossible to ignore. Hashtags (#s) and short videos can start to create a buzz around your story, and the more shares and retweets that your content gets, the better.


With hashtags, creativity is key. You only have a short amount of space on Twitter, so using hashtags that are snappy and engaging will keep your audience's attention.


Creating a careful plan can help minimise the stress of running a PR campaign, whilst maximising the potential benefits. Keeping in constant contact with journalists and your team will help you keep track of where your story is.


As part of your PR strategy, consider what you would consider a 'success'. Do you just want to be in the local media or are you aiming for the larger national publications? Again, consulting with your PR team about this will ensure you can get the best possible result from your campaign.


This collaboration is something that I pride myself on achieving. If you have something that you would like the media to know, get in touch or find out more about my PR services.

Daniel Burton


PR, Press releases , Media

Public relations and promotion