How we build successful PR campaigns

by on August 30, 2011

Why Public Relations?

Public Relations covers a field of strategies and tactics that share a common aim:  to communicate positive messages about your company with the aim of influencing the behaviour of customers, shareholders, potential customers and others.

Chief among PR campaign tactics is to generate media coverage, which appears as independent comment from a publication’s editor or journalist.  This coverage is read as factual news, with a level of credibility that paid for advertising does not carry.

“For me, the main benefit I’ve found is that Taurus raised our profile and helped us become recognised as a brand. With the publicity generated we’ve received recognition in the marketplace, improved our image to staff, customers and suppliers and collected a large number of referrals”.

Peter Kazacos, Managing Director, KAZ Group Limited

How do you measure the success of PR?

  • ROI specialists claim editorial coverage is worth seven times the cost of an equivalent sized advertisement in dollar terms
  • By quality of coverage achieved e.g. key message penetration
  • Increase in business ($’s) from onset of campaign
  • Increase in calls from start of campaign
  • Communications audit to target journalists (KPIs)

What makes a successful PR campaign?

1. Confirm Business Objectives

Ultimately for PR campaigns to be successful, it must derive from an organisation’s business objectives. Taurus Marketing designs strategic campaigns around specific goals that support your business objectives.

2. Put PR goals into a plan

As a starting point, we develop a strategic campaign for the half year or year ahead.  This campaign is an integrated mix of tactics as appropriate, including media and analyst relations, staff and customer communications, editorial services, production and event management.

3. Communicate

Just like ships mirror messages sent to each other to ensure the accuracy of their communications, Taurus consultants listen actively and communicate frequently to ensure we are all moving in the right direction.  This includes via:

  •  A Monthly Meeting

Each month, Taurus Marketing meets with you to recommend and agree on the mix of tactics – those that will work most effectively towards overall campaign goals – to be implemented in forthcoming weeks.

  •  A Work In Progress (WIP)

Taurus consultants maintain regular and appropriate contact with you to keep you informed of developments.

  •  A Monthly Report

Taurus provides a full report on activities and achievements at the end of every month. In this way, we are both actively monitoring our progress towards the successful achievement of your business objectives.

Why Taurus Marketing?

Taurus Marketing delivers a high success rate in client activities.  These successes are built on our:

  • Extensive record of success in PR programs for IT companies such as KAZ, KVS, Esker Software
  • Extensive network of contacts in the trade press and IT contacts of the business press
  • Commitment to working with you for the long term and offering you a flexible, working arrangement

What does it cost?

Taurus Marketing conducts PR activities in one of two ways: either through an hourly rate of $295/hr (exc GST) or via a set project or monthly retainer fee. We invoice you at the beginning of every month.

“As a boutique agency Taurus has a reputation for personalised service and extra attention that is hard to find among larger agencies. We heard about Taurus from another client who was extremely impressed with the amount of media coverage they had achieved in a short time”.

James Granter, Marketing Manager, Multiactive Software Pty Ltd

Our fee covers access to a dedicated team working on your business, which includes an Account Manager (dedicated to achieving outcomes by set deadlines) and Account Director who provides high level strategic inputs.

(NB: our quoted fee does not include out of pocket expenses such as phone, travel and couriers.)

What next?

As a next step, Taurus Marketing recommends:

  • Scheduling a meeting to discuss further the level and type of activity required to achieve your business objectives
  • Developing a tailored PR plan
  • Agreeing initial activity to begin influencing your customers, potential customers and other stakeholders.


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