What are the key elements to successfully integrate a public relations strategy into an advertising campaign?
As with all strong campaigns, plan early and bring your PR team (internal or external) to the table as stakeholders – not as task managers. Don’t forget to be:
- Inclusive–share responsibilities and credit in campaign successes; and
- Appreciative–thank them for their dedication, talent and involvement in the campaign.
As you include your PR colleagues in your major marketing and advertising initiatives, you will have a greater chance of being included in planning PR campaigns – thus extending the reach of campaigns and publicity. It’s not easy, but this collaboration is a worthwhile investment.
The following PR elements work well with an integrated advertising campaign:
- Editorial opportunities: Work with PR to mine for editorial story angles that can be pitched to local media. Keep promotion to an absolute minimum. Embed underlying campaign messaging and do not overtly mention the campaign.
- Advertorials: If you are unable to hook unpaid media, consider an advertorial option in targeted publications. Again, keep promotion to a minimum.
- Patient stories: Relevant patient stories that subtly support the core of your campaign and have a simple CTA/URL at the end of the article work well without “selling.”
- Contests or prizes: Make it fun. Consider a giveaway associated with your new campaign.
- Angle: Have an angle for your PR elements. PR for your campaign should be a “cousin” element, not a twin to your campaign information.
- Events: Don’t forget to plug into existing service line, health fair or sponsorship events.
- Use your tag or memorable campaign image: For a limited time, use your campaign tag line or strong visual reference in existing press releases as well as inbound or outbound calls.
- Social media support: Ask for PR help with social media channels. Again, stay away from overt campaign references but entice social “listeners” by tying in to contests or events.
- Internal communications: Ask PR to help with a time-limited footer for internal communications, email and messaging on your intranet.
- Reinforce your message: Work with PR to come up with creative messaging on supplemental elements – nurse buttons, shirts, etc.
- Internal publications: Don’t forget to schedule editorial coverage within your hospital or health care system’s publications
Integration is the key. Stay connected and share information freely with your PR team. Together you can make a tremendously positive impact on campaign success.
– Elizabeth L. Scott
