Anthony Mora Communications - Los Angeles public relations firm

Articles: Anthony Mora Communications

The PR Success Blueprint

By Anthony Mora

Synopsis: Public relations is known for its fluff and hype, for the sleight-of-hand work, and whereas that approach exists, the glitter and flash isn't what makes for an effective campaign. A strong, successful PR campaign tells a story, educates, entertains and offers the public valuable information on a particular topic or field.

When placing stories in the media, you want to highlight your product or service, but you also have other equally important objectives. You want to educate, to enlighten and you want to entertain. I don't think that I can emphasize those points strongly enough. Many think of public relations as fluff and hype and whereas all of that exists, the glitter and flash isn't what makes for an effective campaign. What makes PR and media relations effective is that it tells a story, educates, entertains, enlightens and it gives the public information on a particular topic or field that they otherwise wouldn't have access to. Let's look at a couple of examples.

A physician who was working on a new cancer drug was in the middle of clinical tests. The first series had been quite promising. He was looking for patients with a certain type of cancer who were interested in participating in the study. He received hundreds of calls after a local TV interview ran, from people wanting to find out more information. These people would have never been aware of the study and their opportunity to participate in it, if it had not been for the media coverage generated via a public relations campaign. That is a campaign that not only informs, but can actually save lives.

You're not finding a new cure for cancer? Okay. How about a couple of examples that are not quite so serious?

A skin care expert who has created her own make-up line appeared on a TV segment teaching consumers how to buy cosmetics for less. The piece explained how to read and understand labels and how to shop for effective, quality, yet inexpensive products. She was presented as an expert and her cosmetic line was highlighted. She sold products and the public learned new information.

The President and CEO of an Internet company who specialized in business to business solutions, was interviewed in a national publication on the changing face of the Internet. He was able to establish himself as an expert in his field, discuss his company and the solutions it offered; but he also educated the public as to the newest online breakthroughs.

Although all of these media segments highlighted and focused on the client's company, they also educated, entertained and enlightened. By watching the programs or reading the articles, the public learned new information. The pieces were informative and added to the quality of the viewers' or readers' lives.

And there lies the secret. A well constructed, effective PR campaign educates, instructs, entertains, and whets the public's appetite to know more. On the marketing end, it also stimulates a target audience to take action, whether that be making an appointment, purchasing a product, or to visiting a store. The bottom line comes down to offering a good compelling story that also educates and informs. By presenting yourself as an expert, an educator both the media and the public will turn to you for information and advice. And, when they're looking to purchase a product or service in your field, guess who they'll turn to?

For further information visit:
www.AnthonyMora.com

« return to article list