When planning your next Lifestyle PR campaign in the beauty, lifestyle, food & drink, or health sectors, CCD PR & Digital can add value through our 30 years of experience undertaking successful, award-winning PR and digital campaigns in these sectors.
Here’s our checklist for planning a successful campaign:
Lifestyle PR Audience
When starting to plan your PR campaign, it’s vital to understand who your audience is. Whether it’s the trade, retail buyers, consumers, healthcare professionals, or clinicians, knowing exactly who you want to target will help us to establish who your media audience should be. Often, campaigns are across several different audiences, so the information for each needs to be specially tailored to that audience.
Lifestyle PR Positioning
Once we have established which groups you are talking to, we can work with you on your positioning. In other words, how your audiences are going to perceive you. This positioning is different for every brand and will help us to communicate the heart and soul of who you are, creating an emotional connection between the consumer and the brand.
Key Messages
Key messages will then be developed to support your positioning and in a tone of voice which appeals to your audience. Key message development is essential as it provides consistency through all elements of your campaign collateral.
Lifestyle PR Strategy
It sounds so obvious, but it’s essential to have a good lifestyle PR strategy in place that both the PR agency and the client are on board with. This will bring to life the tactics we believe will work best to deliver your objectives and highlight the key themes we will focus on throughout the year and how we intend to support these. Make sure that, before creating a strategy, you decide on the primary goal, and then determine the tactics. For example:
- Goal: Sell more products
- Strategy: Show consumers that your products can be trusted to fill a particular need/desire better than any others.
- Tactics: Create coverage with third-party recommendations from experts and users.
- Collateral: Once we have our solid plan in place, we will move on to building your assets. This collateral is unique to each campaign or product launch but might include:
- The development of a press kit
- Photography
- Recruiting and briefing an expert
- Writing press releases / creating content plans
- Influencer marketing
- Event launches
- Case study development
- Expert quotes
- Case studies
- Content
Content
We believe in the power of creating thoughtful content, often developed in collaboration with an expert. Content can include releases, by-lined articles, features, thought leadership articles, customer case studies, and more. Bear in mind that media titles have less staff than ever before, with journalists often working across multiple titles in a publishing house, so the provision of good quality content that is page-ready will help to drive media coverage opportunities.
Media Relations
Our teams have excellent contacts across our core sector media, and for each campaign, we carefully map out our target media and how we will approach them. Effective media relations is the cornerstone of a good PR campaign and we have exceptional knowledge of what journalists want and need day in, day out, making sure you never miss out on a healthy slice of the coverage pie.
Monitoring and Evaluation
No campaign is complete without proper monitoring and evaluation. We utilise various tools and metrics such as Roxhill to track the performance of our PR efforts. This includes monitoring media coverage, social media engagement, website traffic, and other relevant KPIs. Regularly reviewing these metrics allows us to adjust our strategies in real time, ensuring that we are always aligned with our campaign goals.
Adapting to Trends
The lifestyle PR landscape is constantly evolving, and it’s crucial to stay ahead of trends. Whether it’s a new social media platform, a shift in consumer behaviour, or emerging industry news, staying adaptable and responsive is key to maintaining relevance. We make it a point to keep our finger on the pulse of the industry, ensuring our campaigns are not only current but also forward-thinking.
Building Long-term Relationships
Building and maintaining long-term relationships with media, influencers, and stakeholders is essential for sustained success. We focus on nurturing these relationships beyond individual campaigns, fostering a sense of trust and reliability that benefits our clients in the long run.
In conclusion, a successful Lifestyle PR campaign is built on a foundation of thorough planning, clear positioning, and consistent messaging. By developing thoughtful content, maintaining strong media relations, and staying adaptable to trends, CCD PR & Digital ensures that every campaign not only meets but exceeds client expectations. With our decades of experience and commitment to excellence, we are well-equipped to help you achieve your PR goals.
