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Three first steps to launching your Inbound PR campaign

By Roxanne Asare

After confirming your reasons for deciding to go down the Inbound path, getting prepped for your Inbound PR campaign might seem like a straightforward task. However, if the initial steps you take when launching your campaign are not thought out and well-planned, you are more than likely setting yourself up for failure.

Once you have secured a PR team/ strategy that is aligned with your business and you have mapped out the overall plan of delivering an Inbound PR campaign, the next step is to tackle the first three stages of launching the campaign.

In this blog we will highlight the first three stages in the launching of the campaign, why each step is necessary and what each phase will entail.

1. Know your business objectives

The first stage of your Inbound PR campaign launch also acts as an aspect that should be kept in mind over the course of the campaign. Highlighting your business objectives will not only ensure that all those who are involved in delivering the campaign are working towards a common goal, but it will also ensure that all content that is created also work towards these objectives.

If your objectives are not known already, one way to determine them is to highlight the company’s pain points or think about the company’s overall projections that have been set for the year.

It is also important to ensure that your objectives are SMART, as this will allow you to evaluate the success of the campaign against this. An example of this can be “To increase website traffic by X% in 12 months” or “Increase our domain authority by X amount over the next quarter”.

2. Know who you’ll be speaking to

Your target audience and publications are key driving forces to the success of the Inbound PR campaign strategy – the more publications you are featured in, the more people you’ll reach and the higher the chance of turning website visits into leads.

Knowing who exactly will be interested in your content, both in terms of publications and readers, is important and will save you from drafting and sharing content in a scatter gun approach.

Work with your PR team to create a list of VIP, tier A and tier B publications that are directly linked to your company/services. This list should be based upon topics and technologies that the publication covers, the readership, domain authority and whether they insert follow links into their articles.

Knowing the value each publication and subsequent piece of coverage will allow you to think strategically when placing content, increasing your chances of your content being published due to the relevancy of the copy to its readers.

3. Know what you want to talk about

Last but not least, having an idea of the key messages, announcements, product launches and thought leadership topics you want to share in advance will not only allow your agency to make sure that they have the necessary resources, but will give you enough time to consider points 1 and 2 above.

Your content will need to tie into the company messaging and aid in the achievement of objectives/goals, whilst being relevant to your target publications and their readers. Consider mapping out a content plan in the beginning stages of the Inbound PR campaign to make sure you remain on track, working towards your objectives and catering for your audience.

Plus, it’s your way of getting a slight insight into the progression the of campaign – and who doesn’t want to be able to see into the future!


Interested in finding out how kick start your content pipeline off? Head over to our “How to write for the media” eBook using the link below.

How to write for the media