Every Publicity Campaign Should Have These 5 Things
Publicity is a powerful tool. When used correctly, a publicist can earn you spots in outlets that are genuinely interested in your project. But publicity is a field that requires dedication and hard work, both, at the hands of the publicist and the client. If you’re in it for the long haul, you can expect some great results when your publicity campaign includes the following items.
Quick Summary
Publicity is essential for success, requiring a dedicated publicist who focuses on a tailored approach for your project. Consistency in pitching and follow-ups is crucial, along with the understanding that patience is necessary for securing placements in larger publications. Establishing SMART goals enhances the campaign's effectiveness, while targeting the correct audience ensures your story reaches interested media. A dedicated professional navigates the complexities of outreach, making the en
Dedicated Publicist
It’s great to have a team of professional publicists working on your account. What’s better is having one specific person that you know is working on your project every single day. This could be your point person. The one you contact with any questions or concerns. A dedicated publicist will review your project, create a curated list of media, a strategy for the campaign and execute pitching and follow ups to make sure you land in print media, radio, magazines, online blogs, etc. This will be the person you can reach out to with any questions. They will provide you with updates on a weekly, daily or monthly basis, depending on what the agreement is, so you will know exactly how the campaign is going.
Consistency
It’s important for a campaign to have a consistent schedule for pitching and follow-ups. It really aids in the success of a campaign. Your publicist will have this schedule available to you in the beginning stages when the campaign timeline is mapped out. It can also be helpful for publicity clients to have consistent newsworthy events, showcases, etc. This will aid the publicist with content to pitch the media.
Patience
Publicity takes time. You will not see drastic results overnight. It’s important to give your publicist time to secure placements. Larger publications can have longer lead times and this is key to remember as you begin the publicity process. If you are in it for the long haul, you will see some great results that will only help your brand grow.
Goals
Every campaign should have goals that are SMART.
- Specific - get specific with what you want from the campaign.
- Measurable - how will you measure success?
- Achievable - Does your budget allow for this goal?
- Realistic - Does this goal make sense with where you are at now?
- Timeframe - What’s the timeframe?
Focus the Campaign Towards Your Audience
One thing a publicist will do is make sure the campaign is being targeted towards the correct audience. They will make sure that they are reaching out to writers in their Rolodex that might be genuinely interested in your story. This is a genuine skill. To have and understand multiple journalists and each specific sector they work in and then knowing who to pitch and when to follow up. Your publicist will take care of all of this leg work for you.
Written by Kendra Blalock
Kendra Blalock is a content writer at AMW®, covering topics in marketing, entertainment, and brand strategy.
Frequently Asked Questions
What are the 5 essential components every publicity campaign should have?
Every successful publicity campaign requires five key elements: a dedicated publicist who serves as your main point of contact, consistency in pitching and follow-up schedules, patience since publicity results take time to materialize, SMART goals that are specific, measurable, achievable, realistic, and time-bound, and proper audience targeting to ensure your story reaches journalists genuinely interested in your project.
How long does it take to see results from a publicity campaign?
Publicity campaigns require patience as results don't happen overnight. Larger publications often have longer lead times, meaning it can take weeks or even months to secure placements. For those committed to the long haul, consistent effort from both the publicist and client typically yields significant results that help grow your brand over time. Weekly, daily, or monthly updates help track progress throughout the campaign duration.
Why is having a dedicated publicist important for campaign success?
A dedicated publicist serves as your single point of contact, working on your project daily rather than splitting attention across multiple accounts. They review your project thoroughly, create curated media lists, develop strategic campaigns, and execute pitching with consistent follow-ups. This focused approach ensures better relationship building with journalists and more effective targeting of print media, radio, magazines, and online blogs that match your story.
What does SMART goal setting mean in publicity campaigns?
SMART goals in publicity are Specific (clearly defined campaign objectives), Measurable (trackable success metrics), Achievable (realistic within your budget constraints), Realistic (aligned with your current position), and Timeframe-bound (clear start and end dates). This framework helps publicists and clients establish concrete expectations, measure campaign effectiveness, and ensure resources are allocated appropriately for maximum impact across targeted media outlets.
How do publicists target the right audience for media campaigns?
Professional publicists maintain extensive networks of journalists and understand each writer's specific beat and interests. They carefully match your story to reporters who cover relevant topics, ensuring genuine interest rather than mass pitching. This targeted approach requires deep knowledge of multiple media sectors, understanding when to pitch different outlets, and knowing optimal follow-up timing to maximize placement opportunities in relevant publications.
What role does consistency play in successful publicity campaigns?
Consistency in publicity campaigns involves maintaining regular schedules for pitching media contacts and following up on story submissions. Publicists establish these schedules during initial campaign planning and share timelines with clients. Additionally, clients benefit from consistently creating newsworthy events, showcases, or announcements, providing publicists with fresh content to pitch journalists and maintaining ongoing media relationships throughout the campaign duration.
How much involvement is required from clients during publicity campaigns?
Successful publicity campaigns require dedicated effort from both publicist and client. Clients must provide regular updates, newsworthy content, and maintain consistent communication with their dedicated publicist. While the publicist handles media outreach, relationship building, and placement securing, clients should participate in scheduled check-ins, provide feedback, and create ongoing newsworthy events to support the campaign's content strategy and overall effectiveness.
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