How we would spend a £50,000 PR budget
They are questions we get asked by every prospect, usually during the early conversations we have with them: “How much is a good PR budget? And what will I get for my money?”.
Now, not to sound evasive, while it’s understandable to want to know what you’d expect to be spending, these questions only ever get met with one answer – what are you trying to achieve?
Understanding your goals and what success looks like will help you figure out what you’d be willing to spend. For example, handing an agency £1,000 and saying "Do some PR" isn’t likely to end with your company splashed over the pages and websites of the national press.
But, to give you an idea of what you could get for a “reasonable” PR budget, in this blog we’ll layout what kind of campaign you could expect with a budget of between £40,000 - £50,000 a year.
Using your PR budget to make an impact
If you are committed to investing in PR you probably have a braod objective of achieving some name recognition and perhaps want a few key journalists in your immeidate industry to know your business by brand name.
The real challenge is to get creative and come up with a campaign that will grab a journalist's attention, create interesting stories and – within a reasonable budget – be able to fuel press coverage and new, fresh content for a sustained period of time.
Creating a PR campaign based on a piece of market research report is what we specialise in, so this is the first thing we’d look to create as the focal point of the campaign.
One thing to be clear on here is that when we speak about “market research” we’re not creating a report to soley guide your business decisions, the market research has multiple goals, one key goal being to generate interesting or controversial headlines that journalists will be interested in – so don’t be afraid if an idea sounds a bit left field.
Done properly these market research reports are an excellent asset for your PR and wider content marketing strategy.
Not only do you have a large content asset that you can use on your website to drive leads, the headlines we create provide journalists and their readers with interesting stories, increasing your chances of getting press coverage, brand recognition and – more importantly – provide an opportunity to create genuine, high value back links from these news websites to your company website.
Link building can prove extremely useful in increasing the overall SEO performance of your website and help you rank higher in search engines results, therefore making it easier to be found by potential prospects.
So, with a piece of research in the bag and a pool of interesting stories, the next thing we’d put into the campaign is some press office activity.
This would involve time “selling in” the articles from the research to your target media, but also includes media monitoring for news stories we could get you involved in, opportunities to comment on breaking news, or feature in long form articles, or even get some profile stories for your executive team.
This press office function – along with the research – forms the more “traditional” part of the PR plan.
Once we’ve launched the market research and gained press coverage of the key results it's time to move on to the next phase of the campaign.
Making the most of your Owned media
With a plan in place for your Earned media outreach, now we come to putting effort (and budget) into creating unique content for your own website and social media.
A steady stream of blogs on your website, optimised for targeted keywords based upon your keyword strategy, and aimed at your buyer personas, not only helps boost your SEO efforts to get your website ranking higher in search engine results, but it compliments your media activity to present your business and executive team as “thought leaders” in your industry.
The great thing about a good piece of market research is that the insights it provides can also be used as a basis for your blogs. Your blogging activity can be geared towards answering the questions raised within the research, and the questions your buyer personas are asking. This type of content is a key part of the buyer journey, converting an audience from visitor into a lead and – eventually – into customers.
Social media cannot be ignored either, and your PR budget can be invested into increasing your social media activity – be it a regular bank of Tweets or posts for LinkedIn as well as adding your business into groups on LinkedIn and posting articles and opinions on industry trends or developments. By breaking down the results from the market research into short posts for your social media channels can engage your target audience on a different channel. Why not take the top resulst from the market research and design an infographic?
Adding this social media activity will compliment your media coverage and continue to grow your brand’s reputation.
With all this activity happening at the same time, one thing you’ll be keen to know is what is the actual impact this PR activity is generating?
Using a suite of analytics software, our data driven approach to measurement will tell you exactly what impact our PR campaigns are having on your website.
Whether it’s increasing the amount of organic or referral traffic coming to your website, increasing your website's ranking in search engine results or increasing your media presence and brand awareness, we’ll plug you into our measurement dashboard and ensure you get to see clearly the benefits the activity is having.
Gaining measurable insight will guide future PR activity – an essential when dealing within a tight budget – to ensure the content we create for the media, your website and social channels is engaging your audience and creating leads.
All that for approx. £50k?
In a word, yes.
By building a PR campaign on a piece of well constructed market research we can work with you to create a steady flow of content for the media to get you those headlines and links; and also a stream of regular blogs for your website and social media posts. This will boost your online visibility and reputation within your industry.
This is just an example of what we could do within a particular budget - and misses one big element of PR in 2019 - video. Creative content through the use of videos in your PR campaign can very quickly move your business from zero to hero.
If you want more information on our Inbound PR campaigns, why not download our “Eight steps to implementing Inbound PR” eBook.