In the field of public relations, we must continue to learn and grow – and adapt with rapidly changing technology. The methods used to deliver our clients’ messages and reach our target audiences may change over time, but the core of how we plan and implement strategic and effective public relations campaigns remains the same. Through this process it’s important to remember the three key elements to include in your PR outreach efforts: traditional, syndicated and owned. When you understand and implement these three tactics and the strengths of each, you can better use them strategically to distribute your message.

Relationships with reporters and editors remains a crucial component of securing traditional news coverage for your clients and programs. Media outlets receive hundreds of emails and phone calls each day, with information on various issues, programs and events to potentially cover. Maintaining ongoing relationships with reporters is key to getting their attention when you really need it. If they know you and have already worked with you, they know that when you call or email, you have an important story to share with them – and you have good reasons for them to cover it – which makes them more likely to respond and, ultimately, cover your story.

Syndication can also be an effective means of distributing a story or message to a larger geographic area and/or audience. It typically involves using an online service where a press release is posted and made available to media outlets in the area which you determine, i.e. statewide, nationwide or even internationally. Syndication can be a great way to get your message out far and wide, and with many media outlets cutting back on newsroom staff, many of them are often hungry for stories that are relevant to their viewers/readers/listeners, and ready to roll without any additional legwork required.

Owned content is an essential element to telling your client’s story. This can include anything from a blog, videos, podcast or more – it’s something you create, “own” outright and can use extensively to promote a program and/or message. It can also be used to add a more personal element to your story, and to help you connect with your target audiences. Owned content can be used not only in its original format, but can also be cross-promoted. For instance, a blog post can also be posted on a website, promoted through social media, and even mentioned in a pitch to media, if relevant.

There you have it – three keys to effective campaign success. Have you implemented any of these into your recent campaigns? Let us know!