Young Entrepreneur: The keys to a great PR campaign

By Matthew Toren

Much has been written about the ways to write a “killer” press release. You can get advice about form, formats, the title, the heading, the various technical specs - such as city of announcement, date and time - and even the best way to signoff. Don’t spend all your time focusing on the creation of your press release. Make sure that you have all the elements in place to ensure that your PR campaign is successful and extends beyond the simple creation of a press release itself.

Consider the four “Ps” when it comes to establishing the groundwork for a successful PR campaign. Make sure that you are prepared for the follow-up. Line up all these elements in advance — photography, pitch, profile and pack.

Make sure that you have a great selection of photography available. This will include projects, screenshots, shots of the spokesperson, and anything else that is relevant. Try and have a good selection of photographs available, rather than using the same one, which might be reproduced many times in the media. Make sure that you have high-quality content. Many journalists use digital images, so make sure that these are provided with a resolution of at least 300 dots per inch (300 dpi). (more)