HI! I’m Katie Coates with The PR Minute, here to talk to you today about your Public Relations goals. Getting mentioned in a publication (this is what we call media relations in the Public Relations profession) has tons of benefits from referral traffic to branding to long-term organic traffic growth. It’s a method of obtaining leverage that can provide marketing returns well beyond your initial investment of time or money. But “getting press” can be daunting. If you want to hire a PR professional, there are many excellent consultants and firms out there. But even if you want to hire someone you need to understand this process before you get started. The formula for getting publicity is fairly simple and straightforward. 1. Write a pitch 2. Send it to a writer 3. They like your story and they publish it. But some very important details are buried inside those 3 simple steps. To run your own successful do-it-yourself PR campaign, you’ll need to understand the process and create your own plan. Step 1 is to define your Public Relations Goal and that’s what we’re talking about today. A common misconception about building a PR plan is that the goal is to “get press”. Getting PR just for the sake of PR is not an effective goal because it is not measurable. It’s not a measurable outcome. Instead, think through what you really want to achieve and then reverse engineer your PR strategy from there. Here are six questions to get you thinking through your goals- question Number 1 – Whose attention do you want to get who is your audience? If you want to reach a specific audience, you’ll need to focus on outlets that not only reach that audience, but also command high attention. For instance, if you want to reach hikers, you might find that they browse backpacker magazine every once in a while. But they might actually pay really close attention to High Country News or specific blogs like sectionhiker.com To look up other blogs on all kinds of topics, visit feedspot.com. Question number 2 – Do you want a broad awareness about your brand? If so, you will need to pay attention to who reads and reposts information. If you can get press in an outlet that other outlets re-publish, you will be much more successful at getting broad coverage. Question number 3 – Do you want to position your brand within the market? If you get picked up by a general interest outlet, will that affect your boutique or elite branding? Does it fit with your target persona, your ideal audience member – the people you are trying to get the attention of? Question number 4 – Are you looking to gain credibility? If so, you will want to plan for the type of PR that you want. For example, you will want to be interviewed as an expert or have your original information, facts, research cited by others. Question number 5 – Do you want to build links? If so you’ll need to prequalify your contacts to make sure their publication provides links to their sources in their outlets. There’s nothing more frustrating than investing hours and hours on outreach, follow-up, and interviewing to come away with no organic links to your online assets. Question number 6 – Do you need to control your messaging? If so, you might want to avoid outlets to have strict editorial standards. If a negative mention will be worse than no mention at all, you’ll need to keep that in mind. Being interviewed by a writer or an editor can be a boon for your brand and your business but their participation puts YOUR message in THEIR hands – and you have no control over what they write or how they represent you. All of these are PR goals, but they all have different methods in order to achieve them. Your goal defines everything. Without it, you can’t build a plan to begin with. Be sure to follow us on The PR Secrets at YouTube and on Facebook. Look forward to seeing you soon.