We are halfway through 2019 and it goes without saying that regardless of your PR strategy, innovation isn’t just for the start of the year. You’ve probably invested a lot in your PR so far. However, before you execute your PR strategy for the third quarter of the year, you need to know what yielded results in the last two quarters of the calendar.
The third quarter is a perfect reason to revisit your PR strategy and transform it. Strategic thinking is critical to successful long-term PR. If you want a bright future for your brand in the final half of the year, look no further than your past.
That’s right, now’s the time to review the past six months’ PR. You can only make informed decisions for the remaining half of 2019 if you look at your preceding strategies. Past campaigns can reveal so much about your future strategy. Discover what efforts you should duplicate in the third quarter and note any pitfalls to avoid.
With that in mind, here are some tips to review your 2019 PR so far and transform your remaining third quarter PR strategy.
Check your analytics
How are people landing on your website? Don’t guess, let analytics do the talking.
Use Google Analytics to find your top sources of referral traffic. This should tell you where the bulk of your website traffic came from. Make sure you look at the first six months of the year as a whole, as well as the dates for certain campaigns.
Evaluate which campaigns contributed the most useful traffic to your site. Ditch any efforts that didn’t yield an uptick in visits. Note what performed well and make sure you add that to the mix for the third quarter of the calendar.
Review social engagement
Social media is a big time investment, so make the most of that time. Go through your social media accounts, noting where you saw higher volumes of engagement and shares. Did a media feature get people talking about your brand on social? Great! Try to duplicate that in the third quarter. You can use social media analytics, like Facebook Insights or Google Analytics, to find what was most successful.
Get personal: meet the journalists
On the topic of journalists, when was the last time you met a journalist face to face? It’s true that today’s journalists don’t have time for the long lunches of days past, but don’t stop trying to build relationships. In the third quarter, get personal. Make an effort to meet your magic media circle, there’s nothing as intriguing as putting faces to names and exchanging ideas.
Invite the journalists you normally work with to events. Remember, while some events may naturally result in media coverage, like anyone else, journalists appreciate invites to events with inspirational speakers and nice food. So make the third quarter of 2019 the time you really get to know the journalists.
Read the reviews
Reviews are like free advice from your clients. It’s reckless to ignore these snippets of PR gold.
Comb through your online reviews. Find the ones that are more in-depth and useful. Get the reviewers’ permission to share their great stories with your audience. This user-generated content, which often comes with images and video, will help you gain trust through social proof.
Evaluate your coverage
Take a look at your coverage from the previous two quarters of 2019. How many features did you earn? Did those views result in new business for you? More importantly, did the media coverage make sense for your brand? Was it from an outlet that your audience actually reads? The message and the medium have to be appropriate for your customers. There is no point in targeting The Irish Times if your target audience is more likely to be reading Image magazine.
At MediaHQ, our database is tailored just for you! For example, if you are in the educational sector and are looking to send out a press release, then you are able to send it to journalists who cover educational news. We have lists covering a number of media outlets and specialised interests.
Significantly, look at all of your content from the first half of 2019. Does it match your brand mission, message and audience needs? If not, now’s the time to update. Get consistent with your messaging before you drive more traffic to your site for the rest of the year.
The last word
Begin the third quarter of 2019 with a clean slate, learning from past months’ campaigns to make adjustments. Measure the impact of your PR every quarter. This helps you not only improve your long-term campaigns but also make the most of your investment. Over time, you’ll refine your PR strategy to bring in even more impressions, engagement and customer loyalty.
Did you know that at MediaHQ, we currently have over 6,000 media contacts on our database that you can engage with? All the contacts are categorised under different tailored lists making it easy for you to reach your target audience. Click here for more information or call Gaye on 01 254 1845.