As trends change, public relations materials and PR plans from specific periods in a company’s history can become outdated and irrelevant in today’s fast-paced environment. Spring is an ideal time to update older PR materials, including media lists, press release templates, etc.

Focus on these four key areas to prepare the PR strategy for summer.

Happiness is an Updated Media List to Maximize New PR Plans

The media landscape constantly evolves, leading to a regular turnover of editors moving between different publications and those leaving the industry altogether. Given this dynamic environment, keeping media lists with the most relevant and active writers is essential.

This is the perfect opportunity for some spring cleaning! Take the time to research and remove any contacts from lists that result in email errors.

Let the Sunshine in by Deleting Old Press Releases

Spring cleaning is essential for managing old, unfinalized files, particularly the multiple versions of press releases. Now is the perfect time to delete the non-final versions and create space for new files. This process also helps you organize and declutter folders. No one wants to sift through a chaotic mess when searching for a specific release.

Dust off Pitch Strategies for Shiny New PR Plans

Another way to capitalize on this PR Plans cleaning season is by reassessing pitches. Take the time to review what has been effective, identify emerging trends, and evaluate which messages have resonated with the media and which have not. This is an ideal opportunity to adjust and refine any messaging or angles you have found outdated or ineffective in capturing attention.

Revitalize PR Plans This Spring

After reviewing pitches, use that insight to refresh public relations strategies by developing a 6 to 12-month PR plans focused on trade and consumer media. Now is the perfect time to evaluate and improve plans and campaigns for the rest of the year. This evaluation is especially crucial for upcoming product launches or news developments.

Getting the Press Release Right

A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same basic thing.

Most are a page long — two pages max. The goal is to provide enough information so that news outlets have sufficient material to craft their own stories about whatever the release is detailing.

Press releases are delivered in a myriad of incarnations, from new restaurant openings to executive promotions, you’re feeding an unpredictable news cycle.  PR professionals then make the ordinary extraordinary.

Here are a couple of tips to make your next one stand out.

Create a Simple Headline that Gives an Overview of the Content

Press release headlines frame the ensuring content. They should convey the central message of your story that is easy to understand.

Make Your Email Subject Line POP

News makers barrage new outlets with this type of information overload every hour of every day and in order to lift your clients’ news out of a sea of emails, it’s paramount to write a succinct message with an eye-catching subject line.

Less is More with Press Releases

Consider the last time you scrolled through social media or read the news. Your gaze probably gravitated towards the stories that had sensational headlines or graphics. Journalists are skimmers. It’s an art form for them. They are looking for information that interest them and their audience quickly.  

Keeping your information concise is a great strategy to boost its impact. Putting the most important points at the top will give interested journalists an immediate entry way to find everything they need while removing anything that isn’t absolutely necessary to the story that they are developing.

PR and social media are both based on communication. But social media, with its real-time messaging, strengthens your client’s awareness. And it supports PR efforts. This allows PR to be stronger and more effective. Content published via press releases lives longer, spreads faster and has a further reach with the support of social media. Social media PR is today’s word-of-mouth/grassroots marketing.

Social Media PR Position Clients in the News

As stories are shared in real time, public relations professionals can use social channels as a tool to leverage their client’s brand. Follow specific hashtags that are relevant to the client. In addition, follow the journalists that cover applicable beats.

Journalists often use Twitter as means to find an expert for a story they are working. They are also searching for an idea that is coordinated with their editorial beat. Use Twitter as a research tool: view journalists’ tweets and retweets and arm yourself with the topics they’re interested in. Observe the people they engage with and use this insight to craft your message.

Setting The Stage for Success

When setting the stage for a major announcement or activation – start teasing the message on your client’s social platforms with hashtags that include media outlets. The teaser campaign should include strategic story angles that will whet the interest of news outlets. Beyond dropping links on LinkedIn or Twitter, consider additional formatting ideas such as:

• Highlighting key press release points in the caption
• Providing bullet points or a “condensed” release in conjunction with the external link
• Organizing the release into an image or infographic

When you get a media placement, share it across all platforms to integrate your client’s social media and PR strategies.

Takeaway

Social has given brands new outlets to connect and share information. The channels are constantly changing, challenging brands to adjust quickly and create compelling content to reach target markets across a variety of mediums. Brands that recognize the power of PR and social media have emerged as industry leaders, bringing value to their overall brand and creating loyalty customers.