Run a successful PR campaign by following these 7 steps: define commercial objectives (not reach metrics), identify your specific target audience and the publications they read, build a story with hard numbers and a named spokesperson, create press-ready assets (release, images, fact sheet), execute pitches to named journalists, amplify placements across owned channels, and measure outcomes against your original commercial objectives.
The 7-step PR campaign playbook
- Objectives. “30 inbound sales enquiries in 60 days” beats “more press coverage”. Be specific.
- Audience and publications. List the 10 publications your buyers actually read. This is your target list.
- Build the story. Every pitch needs: news hook, hard numbers, named spokesperson, visual assets, exclusivity option.
- Create assets. Press release, fact sheet, high-res images, spokesperson bios, pre-approved quotes.
- Pitch and place. Direct emails to named journalists (not news@). Follow up once.
- Amplify. Social media, email to customers, sales team briefings, SEO integration.
- Measure. Placements with DA, referral traffic, branded search, commercial outcomes. Report.
Common campaign mistakes
- Launching without clear commercial objectives.
- Pitching to generic inboxes instead of named journalists.
- Chasing reach metrics instead of commercial outcomes.
- No amplification plan — coverage goes live then dies.