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  • Jerome Cleary

Taking Control: How to Change the Trajectory of Your Publicity



The world of publicity is a dynamic one. Maybe your brand image has gotten a little stale, or perhaps your target audience has shifted. Whatever the reason, you find yourself wanting to steer your publicity in a new direction. Don't worry, it's possible to course-correct and achieve the kind of attention you desire. Here's how:

1. Take Stock and Redefine Your Goals

Before launching yourself into a new PR blitz, take a moment to assess your current situation. Analyze past campaigns: what worked, what didn't? Identify any negative press or outdated messaging that might be hindering you. More importantly, define your new goals. Who are you trying to reach now? What message do you want them to hear?

2. Craft a Compelling Narrative

Every good publicity campaign hinges on a strong narrative. What's your brand story? How are you unique and relevant to your target audience? Distill your message into something clear, concise, and emotionally resonant. This will be the foundation for all your future communication.

3. Identify Newsworthy Angles

News outlets are bombarded with pitches daily. To stand out, you need a newsworthy angle. Is your company innovating in a particular area? Do you have a unique perspective on a current event? Brainstorm ways to connect your brand story to broader topics that resonate with your target audience.

4. Embrace Strategic Partnerships

Partnering with established brands or influencers can be a powerful way to expand your reach and credibility. Look for collaborators who share your target audience or complement your brand message. Remember, a strategic partnership should be mutually beneficial.

5. Tailor Your Messaging for Different Platforms

The way you communicate on social media will differ from a press release. Understand the nuances of each platform and tailor your message accordingly. Utilize visuals, compelling headlines, and calls to action to grab attention and engage your audience.

6. Be Patient and Proactive

Building a successful publicity campaign takes time and consistent effort. Don't get discouraged if you don't see results overnight. Stay proactive, keep putting out high-quality content, and nurture relationships with media contacts.

7. Measure and Adapt

Track your progress! There are several analytics tools available to measure the reach and engagement of your campaigns. Use this data to identify what's working and what needs tweaking.

Remember, changing your publicity trajectory requires a well-defined strategy, clear goals, and consistent effort. By following these steps and staying adaptable, you can effectively steer your brand towards the kind of attention it deserves.


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