Re-Energize Your Public Relations Campaign


Like anything else, a public relations campaign develops a rhythm of its own. Over time, this can start to feel like a rut. Pitches go out. Clips come in. All at a very predictable pace.

When this happens, it’s time to re-energize your public relations campaign. There are many ways to accomplish this, of course.

Here are some of my favorites.

Ways to Re-Energize Your Campaign

  • Get some TV time. Nothing energizes a PR campaign — not to mention a client — like a great TV placement. I’ve found that many clients really enjoy doing television. And employees get incredibly pumped when they see their companies on the tube. For energy, one TV appearance is equal to at least a dozen print clips.
  • Launch a mini media tour. Sometimes a change of scenery can make all the difference. If your campaign gets bogged down, pick a day and schedule a bunch of media visits. Many reporters will be happy to meet a top executive in their offices. Sometimes, they’ll invite colleagues. This is a great way to build new relationships and cement existing ones.
  • Create new content. Great content can both energize and inspire. Do something in a medium you don’t typically use. For example, if your preferred content media is blogging — record an audio interview. Or do a simple video. Just make it different from the norm and you’ll generate excitement … and, likely, some results.
  • Do something big. Scale energizes all by itself. Do something much bigger than your normal day-to-day outreach. Create a series of announcements around a big idea or new service offering. Combine a press outreach effort with some original content to leverage the idea. Just think big. This can really fire up an organization.
  • Hold a brainstorming session. Every once in a while, it’s good to step out of the everyday and take time to think up new ideas and approaches. Find a venue away from phones and email and just kick around ideas. Everything’s on the table. Nothing’s too crazy. Many of your ideas won’t be workable, but some will. And that’s the point.

Certainly there are many ways to re-energize your public relations campaign and these are just a handful. But the idea should be clear. Everything I’ve suggested represents a change from the norm, either in scale, media or venue.

Humans are creatures of habit. This means that every so often, we have to infuse some new thinking lest our public relations campaigns end up on autopilot.