If you’re launching your very first PR campaign, you might feel a little nervous, anxious, and excited. That’s perfectly normal! One of the greatest things about PR—and, at the same time, one of its major downfalls—is that just because a strategy worked one time for another company doesn’t mean it will work for you. But on the flip side, it may work even better for you! The industry is unpredictable and fast-paced, and that’s what makes it so fun.
PR campaigns are also all about laying the groundwork for future successes. Campaigns build upon one another, meaning you can’t expect top-tier national coverage on your very first try.
Read on for what to expect from your very first PR campaign.
Expectations for PR Campaigns
Founders should not make the mistake of setting expectations too high. If you don’t give PR campaigns time to run their natural course because you don’t think they’re achieving the expected results, you may miss out on great opportunities down the line. Instead, approach your first PR campaign with curiosity and an experimental mindset, and don’t be afraid to fail. No matter what happens, you’ll learn valuable information about your business!
What To Expect From Your First PR Campaign
1. Building Awareness
Before you make thousands of sales or go viral on social media, the first thing that will happen as a result of your PR campaign will be increased brand awareness. You might notice a slight uptick in searches for your brand online, a slight increase in followers, or a small boost in contact messages. Be patient through this time, and ensure you provide your new audience with the best possible content and customer support. You want to lay the groundwork for future loyal customers!
2. Slow & Steady Coverage
Don’t expect dozens of media hits from your very first pitch. When you’re just starting to build a PR presence, media hits will come in slowly and steadily. This is actually a good thing, as consistency can help build credibility in the eyes of consumers. It also tends to take most consumers seven touchpoints before they move forward with a purchasing decision. This means a steady drumbeat of coverage—and not a flurry all at once—can help nurture potential customers down your sales funnel.
3. Making the First Sale is Hard
Never underestimate the power of word-of-mouth marketing. Consumers talk to their friends and family before making purchasing decisions, and if you’ve only made a handful of sales, it will be harder to attract new customers without word-of-mouth marketing supporting your product or service. It may even take more than seven touchpoints to make your first set of sales.
That being said, don’t give up on your first PR campaign if it feels like it’s ramping up slowly. Consumers just need more time to learn about your brand and products before being influenced to purchase. Stay consistent across all channels and be patient!
4. Media Attention is Cyclical
It is normal to see media attention ebb and flow. In slow news times, your campaign might get picked up by an outlet or two but in the same vein, if there is major breaking news, you might experience a dry spell where you don’t secure any media coverage. Remember that no matter how exceptional your campaign is, coverage is going to be dependent on outside circumstances you can’t control. Expect high points and low points in any campaign, especially your first.
5. Failure Is An Option
Even really good PR campaigns fail sometimes—especially when a company is just starting out! Don’t get discouraged, and remember that failure can lead to a lot of valuable learning. You might discover certain media outlets aren’t a good fit for your brand, or certain audiences shouldn’t be targeted in the future. You might also learn the best times to reach out to media contacts or how often customers expect you to be online to solve queries. Take your learnings and apply them to your next campaign.
What Not To Expect From Your First Public Relations Campaign
1. Extensive Sales
You should not expect extensive sales after your very first PR campaign. The road to increased sales is long. New customers will need to be nurtured and see your brand pop up in many places before making their first purchasing decision.
2. Increased Profit Margins
Just as stated above, you shouldn’t expect sales to skyrocket from your first campaign. Consider this campaign as setting the groundwork for future sales and successes.
3. Meeting Unrealistic Benchmarks
Don’t bet on your first campaign landing in the New York Times! Set achievable goals and expectations for your first campaign, then build from there. This will preserve the sanity of your PR team and allow them to build confidence and a solid foundation for your brand.
Keep This in Mind
As you launch more and more PR campaigns, your goals and expectations will shift. But for your very first campaign, keep expectations realistic, approach the campaign with curiosity, ask lots of questions, and learn as much as possible!