Public relations for your campaign is like talking to people and telling them what you’re doing, and then asking for their support. This is an important part of the campaign – donations are the end goal, but there are people in your network who can contribute by driving awareness, which can be just as important.
Influencers & Champions
Are there people within your targeted group or community who seem to know many influencers? Perhaps they write a newsletter, blog or contribute to a website that is popular with your audience? Who have connections with the local media (or who are part of the local media)? Make a list of the people who could be useful in spreading the word about your campaign.
There are two recommended targets for your communications: champions and influencers. Review your list of contacts to identify who can be a champion, and who can be an influencer.
Influencers are people that can garner massive support for your project – they’re considered leaders in their respective industries and in their networks. Influencers typically have a large following on their social networks and generate lots of discussion with content they post or share. Securing their support will ensure that you can achieve (or even exceed) your project goals.
Looking at your LinkedIn account, do you have mutual connections that can provide an introduction? Regardless of who the influencer is, connecting with them on networks like LinkedIn would be beneficial (particularly if you have not met them before.)
Championsare the people that you want to get talking about your project –they’re people who are respected in your circles and communities, and they will be fairly easy for you to connect with because they know you personally and are more likely to support and spread the word about your project.
Write a message to your influencers detailing why you’re asking for their help, how they can support the campaign and the key messages that will be associated with the project. (You can refer to your “Getting Started” questions to identify which points you’d like to include in the email.)
Depending on the person and situation, you could ask them to help out in several ways, including:
- Retweeting a tweet from the campaign’s Twitter account
- Composing their own messages for social media – how it affects them, how they’re involved, why it’s important
- Blogging about the campaign
- Reaching out to the media
- Sending emails out to their network
You can use social media to reach out to influencers. (For example, many reporters are active on Twitter.)